Making Waves over Water Charges, by Indigo PR
When the Scottish Government announced it would remove tax breaks and make Scottish churches and charities pay full price for their water from 2010, Indigo was brought in to help fight the change.
Focal points such as World Water Day brought the issue to the top of the media agenda as well as online and offline petitions.
The campaign gained the support of 79 out of 129 MSPs and convinced the Government to retain the exemption.Both groups avoided a crippling hike in water rates.
Best Use of New Media
Lining up to Fight Cancer campaign, by BJL
BJL made ‘top notch’ use of social networking and online music press to get young people involved in a charitable campaign, said the judges. By staging a concert in aid of Versus Cancer, the campaign hit the right notes of sincerity and cool to captivate a difficult audience, using carefully selected celebrity endorsements and media speculation to attract young people. The judges drew attention to the website, with simple urban graphics and dedicated chat forums, which was set up in just one week. The campaign smashed its targets, grossing £540,000
in ticket sales and signing up more than 4,500 new donors.
Not for Profit
Green Goes Glam for Waste and Resources (WRAP) by Pelican PR
This campaign cashed in on the rising popularity of all things green with a new approach. It used the contrasting images of glamour and recycling to get people to recycle.
Pelican PR launched Recycle Now Week, a summer campaign comprising more than 160 UK events, with television presenter Denise van Outen.
The team put van Outen in a dress made entirely from rubbish, and used the image as its celebrity figurehead.
The campaign gained coverage worth an estimated £900,000 in the tabloids, national TV, radio and news websites, as well as local and specialist media.
The wide reach of the campaign and fresh approach impressed the judges.
Trunki – UK media launch by Dangling Carrot PR
Having already scooped the consumer relations awards in both the West of England PRide Awards and the CIPR Excellence Awards, Dangling Carrot’s campaign for Trunki luggage deserved its ‘clean sweep’ of CIPR awards.
But the campaign had a less than auspicious start.
Overcoming a lengthy route to market, lack of retail presence and limited resources turned out to be the least of its problems when a disastrous appearance on the BBC’s Dragon’s Den turned the launch of the world’s first ride-on suitcase for toddlers into a PR nightmare.
To get over the product’s difficult birth, Trunki brought in Dangling Carrot PR to help rebuild its image. Products were given names and characters were even ‘christened’ on Facebook. Journalists were won over with products matched to their own children, and the ‘posh’ Trunki was headed by a campaign entitled ‘Too Posh To Push’.
The campaign was covered in the nationals and nearly 40 leading travel, family and lifestyle publications. Sales exceeded £2m and Mothercare, John Lewis and Harrods are among the 250 UK retailers now stocking its wares.
Photography or design
101 Clichés by IAS B2B PR
IAS marked its B2B relaunch this year with the release of 101 Clichés. Published in April, the book took a light-hearted look at overused creative concepts to lay down the gauntlet for the rest of the industry. Seeking to re-establish itself with the focus purely on B2B PR, the book looks at the reasons why so many creative firms rely on the same old themes, and asks why B2B PR is more cliché-ridden than its consumer counterparts. The judges described it as ‘an overdue thought provoker that should help to inspire designers to strive for originality.’
Outstanding in-house PR
South Wales Police Authority
PR officer Andrea Jenkins has single-handedly revitalised South Wales Police Authority’s approach to public consultancies with the ‘Spend our Money’ campaign.
This allows the public a chance to give feedback on police priorities. Jenkins also more than doubled membership applications and launched a dedicated website for the authority – the first of its type.
Outstanding PR agency
Trimedia (West of England)
Trimedia’s West of England office won the judges’ praise both for its commitment to staff training and development, and its voluntary work in the South West. The agency has maintained its status as the biggest PR consultancy in the region, and won several national campaigns including the Environment Agency’s Food Awareness campaign and promoting the Territorial Army’s centenary.
Outstanding small agency
Leeds-based Wolfstar set itself up to ‘prove that specialist expertise can beat global agencies’. The social media and word of mouth agency has landed contracts from Sony Ericsson, Microsoft and Philips. In fact, it boasts a large number of international clients for a small agency. The five-strong staff do voluntary work one day a week, and support several charities. Judges noted its ‘impressive’ growth.
For the complete list of winners, please click here