Chartered Institute of Public Relations
    

Cymru Wales

Below are the 2012 PRide Awards results in 23 categories for the CIPR Cymru Wales Group.

Event photos from the night are available, courtesy of Steve Pope Photography.

Corporate and Business Communications

Gold Winner

  • Golley Slater PR Wales
    Deloitte in Wales - Growing the Brand

    Business advisory firm Deloitte Wales was seeking to open a UK hub In Wales for its Quality Risk Centre. Golley Slater was tasked with building Deloitte's brand within Wales and responded to this clear brief by establishing a well-thought-through strategy. Tactics included building partnerships and consulting with various organisations and groups to identify topics and activities to feed into Deloitte's short- and longer-term PR programme. As a result, direct job applications increased by 150% and a good spread of positive media coverage for Deloitte was generated.

    Corporate and Business Communications: Case Study

Not-for-Profit

Gold Winner

  • Macmillan Cancer Support in Wales.
    Counting the Cost of Cancer Campaign.

    Raising awareness of the financial impact of a cancer diagnosis, and influencing the Welsh government to ensure everyone diagnosed with cancer is referred for financial advice at the point of diagnosis, were the two goals this small team with a small budget set out to do. The cancer poverty issue was central to their campaign report, which featured extensive third party research into the issue, which was brought to life with a film telling the real life story of a couple who had lost their income and home following the husband's diagnosis. This was just one of the high impact approaches which lead to strong media coverage but also to the topic being debated in the Welsh Assembly and to being central in the new Welsh Government Cancer strategy. This was a smart, well thought out campaign that tackled a sensitive subject with respect and got the results the patients deserve. Well done!

    Not-for-Profit: Case study

Silver Winner

  • Tenovus
    Tenovus - Worn by you, loved by us.

Finalists

  • Big Lottery Fund
    Bright New Futures
  • Golley Slater PR Wales
    The Big Jubilee Lunch 2012
  • National Museum Cardiff
    Wales' National Museum of Art
  • Working Word
    Building a better future for Rhondda Cynon Taff students

Internal Communications

Gold Winner

  • Office for National Statistics
    From crisis to solution - the ONS 2012 programme

    When concerns emerged about the ability of the Office for National Statistics to deliver its vision, radical action was called for. Taking people with you when trying to create a culture change and build confidence can be tricky. This was managed through a multi-layered campaign delivered by dedicated staff in the DG's office. The ONS 2012 programme addressed three specific areas of leadership and organization design, risk and reputation, and capability. The delivery of the plan was amended and adjusted according to feedback to ensure staff were onboard. The campaign demonstrates good use of a budget that included staff costs and outcomes, resulting in staff opinion moving from 'fearful and sceptical' to 'accepting'.

    Internal Communications: Case study

Silver Winner

  • Airbus Operations
    Employee Engagement Road Shows

Finalists

  • Wales Audit Office
    Why Should I care? Promoting the Equality Act

Community Relations

Gold Winner

  • Big Lottery Fund
    Grab a Grant

    As applications for lottery grants had been historically low in Newport, The Big Lottery Fund team established a comprehensive campaign to raise awareness of funding opportunities and encourage the public to participate in the selection of grant winners. With a solid strategy and tactics in place, they developed a partnership with South Wales Argus that was key to getting the messages out initially, pointing applicants to a dedicated website. Information on website and the materials linked to it were available in Welsh and English to help people apply for grants. The campaign more than met its objectives. These were impressive results on a small budget and the campaign will be copied in England.

    Community Relations: Case Study

Silver Winner

  • Golley Slater PR Wales
    The Big Jubilee Lunch 2012

Public Sector

Gold Winner

  • Working Word
    People's Collection Wales - a nation telling its own story

    People's Collection, a website on the history of Wales and its people, was generally updated by various Welsh institutions. Working Word was tasked with moving the onus away from these institutions and put it onto the people of Wales to make their own contributions. The campaign was a resounding success. It demonstrated creativity, understanding and a targeted approach to strategy and planning to achieve excellent results. The judges were impressed with the clear and measureable objectives. With many target audiences to reach, Working Word used a number of appropriate communications channels, and the media campaigns featured real people which helped to engage the Welsh public.

    Public Sector: Case study

Silver Winner

  • Royal Mail Wales
    Christmas Is Our Time

Best Campaign £10,000 and Under

Gold Winner

  • Golley Slater PR Wales
    World's Most Expensive Welsh Cake

    This was a really 'fun' campaign, designed to help Welsh diamond specialist Clive Ranger promote a St David's Day giveaway of a diamond ring on a Welsh cake to raise awareness and drive footfall and sales at the Castle Arcade store in Cardiff, with no advertising spend. Objectives were achieved through imaginative and creative use of media, channels and PR activities, including establishing a partnership with a start-up bakery business to provide the winning Welsh cake. As result, the Castle Arcade store was the busiest it had ever been at the time of the drinks reception on 1 March. Careful planning was vital to the success of the event and the team made very good use of a modest budget.

    Best Campaign £10,000 and under: Case study

Silver Winner

  • Cambrensis Communications
    Fala' Surion Theatre Tour

Best Sporting Campaign

Gold Winner

  • Carmarthenshire County Council
    Good Luck Dai Greene

    Carmarthenshire County Council created a campaign out of nothing to support local boy and Olympic hurdler, Dai Greene, and use his links with the area to promote it as a great place to live and visit. The budget was tiny and the campaign clever, considering Dai was not involved personally - only a life-sized cardboard cut-out was used. The team managed to get Dai to tweet, as well as involving his family. This unusual campaign was clever, involved local people and had a good result for the shopping centre.

    Best Sporting Campaign: Case study

Silver Winner

  • Working Word and City & County of Swansea
    Play Extra Time in Swansea

Finalists

  • Effective Communication
    British Speedway Grand Prix
  • Sport Wales
    Growing Community Sport
  • Warwick Emanuel PR and SWALEC
    SWALEC powering grassroots rugby in Wales

Healthcare

Gold Winner

  • Hybu Cig Cymru - Meat Promotion Wales
    Healthy Eating - Healthy Living

    The aim of the Healthy Eating - Healthy Living campaign was to overcome negative messages about eating red meat. With a strong focus on university students, the team developed an imaginative and well-developed range of channels and materials to encourage healthy eating through education. This included road shows, information for schools, teachers and nurses, an attractive website and a student cookbook - First Degree Cooking – packed with easy-to-prepare tasty recipes. This campaign showed a very good use of budget.

    Healthcare: Case Study

Silver Winner

  • Hywel Dda Health Board Communications Team
    Healthy Countdown Calendar / Healthy Wednesday

Consumer Relations

Gold Winner

  • Effective Communication
    Luv Wales, Luv Peter's

    Strong outputs and outcomes scored well for Effective's Luv Wales, Luv Peter's campaign as it set about to raise awareness and increase enquiries for the brand. They had a good understanding of the market and their three-pronged campaign used a variety of communication channels to achieve its objectives. It was clearly engaging, and innovative pie creations, such as Malky MacPie and tastiest Welsh player, were clearly well timed for maximum effect. The Pie Phone and Piemobile were creative and attention grabbing. The results were superb, with Peter's being the only company in its category to record an increase in sales in the latest The Grocers' magazine Top Product Survey. The campaign was executed in a timely fashion on a fairly limited budget and was an impressive entry.

    Consumer Relations: Case study

Silver Winner

  • Golley Slater PR Wales
    HCC Welsh Lamb - PGI Campaign

Finalist

  • Equinox Communications and Welsh Government
    Top 50 Valleys Essentials

Best Use of Media Relations

Gold Winner

  • Effective Communication
    British Speedway Grand Prix

    Effective created this campaign to capture the imagination of the target media and speedway fans, and was successful in generating interest in an under-supported sporting event across the UK. Good use of research, a broad spread of activities in the run up to the event, and a relatively low budget, were used to deliver focused coverage, leading to good attendance at the event and plenty of opportunities for the public to read about the sport.

    Best Use of Media Relations: Case study

Silver Winner

  • Golley Slater PR Wales
    The Big Jubilee Lunch 2012

Integrated Communications

Gold Winner

  • Effective Communication and Studio Tri
    Luv Wales, Luv Peter's

    Effective and StudioTri took a three pronged approach to raising the profile of their client, Peter's Pies, by tailoring their messages and programmes to consumers, business and the community. Linking the consumer campaign to the build-up of the Six Nations tournament with a Tastiest Welsh Player survey was brilliant. The face of the winner was then recreated in a food mosaic, which was filmed for YouTube and was picked up by the Welsh media, including broadcast. Entering and winning two awards for the company in the Caerphilly Business Forum Awards also helped raise awareness in the business community. This integrated campaign was rich in ideas, such as a "where would you eat yours?" online poll to establish where consumers dream of eating their pies. The number one place was the Gower and they enlisted Swansea's Lord Mayor to bring the story to the media. The judges felt this was one of the best entries seen in a long time – innovative, fun, engaging and truly integrated.

    Integrated Communications: Case study

Silver Winner

  • Working Word and City & County of Swansea
    Play Extra Time in Swansea

Finalists

  • Equinox Communications Welsh Government (dual submission)
    Love the Summer, Love...The Valleys
  • Golley Slater PR Wales
    Fresh Start Wales

Best Use of Social Media

Gold Winner

  • Working Word and City & County of Swansea
    Shareable Sun, Sand and Soccer

    Following the success of Swansea City FC and their promotion to the Premier League, Working Word was commissioned by Visit Swansea Bay to develop a social media campaign aimed at promoting the area as a top class destination away from the football pitch. The entry demonstrated a cross channel use of social media to appeal to a specific target audience, using the most appropriate medium. Excellent results were achieved, which clearly linked to the objectives of the campaign and resulted in this Gold award. Judges were impressed with the creative hooks such as 'A WAG's Guide' for Colleen Rooney, Swanselona and Crouch-o-Metre – a fun way to communicate key messages about the regions.

    Best Use of Social Media: Case study

External Publication

Gold Winner

  • FBA
    The Welsh Food & Drink Skills Project

    Promoting and raising awareness of an extensive piece of research work carried out by the four food and drink sector Skills Councils was the task for the FBA. The publication was carefully considered including, design, photography, feel and context, which combined with clearly defined objectives and outcomes. Over 250,000 individuals were engaged with via this publication. As well as developing some close working relationships with key political stakeholders at their breakfast briefings, the media was also targeted. Objectives were well evaluated. The publication itself had a good mix of engaging and poignant photography, representing the diverse nature of the industry, as well as charts and graphs. It was a fantastic idea to launch it on Food Oscars day.

    External Publication: Case study

Silver winner

  • FBA
    Tai Ceredigion's Tenant's Handbook

Finalists

  • Caerphilly County Borough Council
    Newsline
  • Carmarthenshire County Council
    Carmarthenshire News
  • Grayling Wales / BT Wales
    BT Wales Assembly Briefing
  • Public Health Wales
    Annual Report 2010-11

Internal Publication

Gold Winner

  • Bron Afon Community Housing
    Bron Afon's Staff News

    Bron Afron wanted to produce a useful magazine that a wide range of staff would enjoy reading. The result, Staff News, is great. The simple objective of ensuring employees actually received and read the internal newsletter were easily met and staff love it. It does a great job of combining corporate messaging and staff interest items, whilst maintaining a great sense of humour and telling it simply. Writing style is straightforward, with no management speak or technical jargon.

    Internal Publication: Case study

Silver Winner

  • Monmouthshire Housing Association
    MHA's Staff Newsletter EBUZZ

Finalists

  • Hywel Dda Health Board Communications Team
    Hywel's Voice - Celebrating Achievements

Best Digital Campaign

Gold Winner

  • Carmarthenshire County Council
    www.recycleforcarmarthenshire.com

    www.recycleforcarmarthenshire.com is a useful tool for the residents in the Carmarthenshire area. The objective was clear, and the QR code was a smart way of promoting the URL. Including it on their own corporate website clearly worked, with residents being directed to the new site. With strong outcomes and a successful product this is a brilliant campaign.

    Best Digital Campaign: Case study

Best Event

Gold Winner

  • Sport Wales
    Sport Wales Annual Conference

    Sport Wales wanted to make a step change and produce 'the must-attend event' for sport in Wales. Using feedback from previous events to shape and improve delivery, some brave decisions were taken to give greater control to delegates over content, together with the use of interactive voting and social media, to give this event an innovative and more participative flavour. Clever twists and original thinking on a very modest budget helped set the benchmark for the event, which was voted 'the best yet' by attendees. Sport Wales has also already recognised that the 2013 event needs to deliver even more.

    Best Event: case study

Silver Winner

  • Grayling / St David's
    Ladies night at St David's

Finalists

  • Airbus Operations
    A350 XWB North Factory Opening Ceremony
  • FBA
    World Book Day 2012 Flagship Events
  • Hybu Cig Cymru - Meat Promotion Wales
    Hybu Cig Cymru Annual Conference 2011

Outstanding Young Communicator

Gold Winner

  • Adam Wheeler
    Hybu Cig Cymru - Meat Promotion Wales

    Adam has shown control, focus and a calm, quiet determination to lead the communication activity for his organisation. His re-assuring manner, selfless attitude and skill in managing upwards, makes him the obvious winner as a Young Communicator. He has demonstrated a wide range of skills and shown expertise in various areas of communications, as well as a commitment to continuous learning. His willingness and patience to share his knowledge with others is an excellent and admirable quality.

    Outstanding Young Communicator: Case study

Finalists

  • Bobbie Davies
    Grayling Wales
  • Hannah Thomas
    WEPR
  • Sara Robinson MCIPR
    Cake Communications

Outstanding Small Consultancy

Gold Winner

  • Cake Communications
    Cake Communications: It's all in the mix

    Cake's entry was enjoyable to read, and this is an agency that thinks creatively in so many ways. The 'We Love Earth Hour' social media campaign was totally different to that of wrapping a restaurant in red ribbon and releasing local business news. The partnership model is a nice strategy, with some bigger strategic thinking as they spread beyond Wales into London. Cake has a corporate mission that reflects the consultancy's visions and values. This was a well thought out strategy covering all areas of the business.

    Outstanding Small Consultancy: Case study

Outstanding In-House Public Relations Team

Gold Winner

  • Carmarthenshire County Council
    Sirgar PR

    This highly professional team operates as a PR agency, bringing in a small annual income for the Council. They demonstrated good use of the full range of marketing and communications techniques, including a recent live microsite to update thousands of residents on election results as they were announced. Other achievements included a successful recycling campaign and website, the launch of a new council publication and promotions to increase the footfall at local markets.

    Outstanding In-House Public Relations Team: Case study

Silver Winner

  • Newport City Council
    PR team feels good about Newport

Finalists

  • Hybu Cig Cymru - Meat Promotion Wales
    HCC Communications Team

Outstanding Public Relations Consultancy

Gold Winner

  • Equinox Communications
    Team Equinox - a social agency

    Equinox has proved that starting up in the midst of a recession can be good for business. Impressive growth in fees, profit margins and a strong commitment to people put Equinox ahead of their competitors. They have retained an impressive level of clients and been able to add new clients and staff. They also provide a good offering to staff in terms of training and team building.

    Outstanding Public Relations Consultancy: Case study

Silver Winner

  • Effective Communication
    Outstanding PR Consultancy

Finalists

  • Golley Slater PR Wales
    Golley Slater Wales
  • Working Word
    Creating a new Working Word

Public Affairs

Gold Winner

  • Macmillan Cancer Support in Wales.
    Counting the Cost of Cancer Campaign.

    MacMillan Cancer's campaign highlighted the financial effects of cancer diagnosis. It delivered successes well beyond its original objectives, including being debated by the Welsh Assembly, with the Minister stating she accepted their call. All patients in Wales will now be assessed for their clinical and non-clinical need at point of diagnosis, and formally agreed in their care plan as a central part of the new Welsh Government cancer strategy. A small team, with a modest budget, influenced this policy, bringing about major improvements for cancer patients in Wales. Based on good research, the campaign was well executed, with key messages communicated in a clear way using case studies. This was highly effective.

    Public Affairs: case study

Silver Winner

  • Positif Politics
    "Defining Wales' Online Presence"

Best Use of Photography or Design

Gold Winner

  • Tenovus
    Tenovus - Worn by you, loved by us.

    Wales' leading cancer charity, Tenovus, set itself a target to increase donations of goods to six of its shops by 1,000 extra bags over a three-week period. They created new materials for the shops involved in the campaign, which meant members of staff modeling outfits put together from donated items. Tenovus has demonstrated how excellent use of photography and design for collateral and online channels is fundamental to the success of a campaign of this nature. The very solid set of measurable objectives was clearly met and the impressive outcomes were achieved on a very small spend.

    Best Use of Photography or Design: Case Study

Silver Winner

  • FBA
    Fork2Fork Seasonality Calendar

Regional Campaign of the Year

Gold Winner

  • Golley Slater PR Wales
    The Big Jubilee Lunch

    Originating from the Eden Project, the Big Lunch is aimed at getting people to have lunch with their neighbours for a few hours of friendship and fun. It was all about encouraging this through partnerships, getting communities and neighbours together, as well as linking the Big Lunch to the Jubilee. A record number of people across Wales took part in the lunch, with a tenfold increase in people requesting for information packs around the events. Daily media plans were drawn up to target and manage broadcast filming, photography and issuing case studies across all of Wales. Partnerships included the Welsh Rugby Union and Age Cymru to ensure an inclusive approach across the region. Media coverage was impressive and included live broadcast from the Big Lunch on the BBC, CNN, Radio 5 Live, regional broadcasters, as well as substantial print coverage across the region.

    Regional Campaign of the Year: Case study

Silver Winner

  • Tenovus
    Tenovus - Worn by you, loved by us.

Best use of Measurement & Evaluation

Gold Winner

  • Effective Communication and Studio Tri
    Luv Wales, Luv Peter's

    Effective and StudioTri took a three pronged approach to raising the profile of their client, Peter's Pies, by tailoring their messages and programmes to consumers, business and the community. Linking the consumer campaign to the build-up of the Six Nations tournament, with a Tastiest Welsh Player survey, was brilliant. The face of the winner was recreated in a food mosaic, which was filmed for YouTube and picked up by the Welsh media, including broadcast. Winning two awards in the Caerphilly Business Forum Awards also helped raise awareness in the business community. The integrated campaign was rich in ideas, such as a "where would you eat yours?" online poll to establish where consumers dream of eating their pies. The number one place was the Gower and Swansea's Lord Mayor was enlisted to bring the story to the media. In terms of measurement, they looked at multiple ways of measuring this impact, not just articles but also social media, Twitter followers, video hits, Facebook likes, through to the number of branded parking tickets distributed and petrol pump branding! The judges thought this was one of the best entries they have seen in a long time – innovative, fun, engaging and truly integrated.

    Best Use of Measurement and Evaluation: Case study

Communicator of the year

  • Huw Edwards

    Huw Edwards

    The Bafta Cymru award winner and anchor-man for flagship BBC news programme The Ten O'Clock News was handed the accolade ahead of this evening's CIPR Cymru PRide Awards in Cardiff.

    Since January 2003, Huw has been known to millions of viewers as presenter of the BBC's Ten O'Clock News following a career with the BBC spanning a total of 28 years. More recently he has presented The Story of Wales, hosted coverage of the Diamond Jubilee and the Opening and Closing ceremonies of the 2012 Olympic Games and is about to launch new flagship Welsh affairs programme The Wales Report.

    Huw was unable to attend the Cymru PRide Awards 2012 dinner, however he did record a video message that was shown during the sold out awards ceremony in Cardiff. Huw said:

    It's a real honour to receive the CIPR Cymru Communicator of the Year Award for 2012 – the busiest and most enjoyable year of my career. I've had the honour of communicating some of the BBC's biggest events to the nation and, just as importantly, I've had the particular thrill of getting involved in projects that say something about Wales and its people, including landmark series The Story of Wales – something I'm very proud of. Next for me is BBC Cymru Wales' new flagship Welsh affairs programme, The Wales Report, on Sunday nights – offering an honest and realistic view of modern Wales, while holding decision-makers to account – so plenty of communication from me still to come this year.