CIPR

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01 Corporate and Business Communications

Gold winner

• HR Media
  Funding to Grow - Launch of Finance Yorkshire
  
  Finance Yorkshire had £90m of investment and loan capital available to support SME business growth across Yorkshire, Humber and Lincolnshire. HR Media's launch programme for the Fund was broadly based, including strong media relations activity, events and liaison with key business organisations. 1,100 people attended the launch events and extensive media coverage reached over three million people across the region. The campaign, conducted on a surprisingly small budget, generated 300 applications for funding businesses in the region.
  
  Case study (PDF format)

Silver Winner

• MCG PR
  TaxAssist - Going for Gold

Finalists

• Brand8 PR
  Building Sales for Steadmans
• iseepr
  Bringing Cross-Border Direct Debits To Europe: Launching The SEPA Direct Debit Schemes for the European Payments Council

02 Not-for-Profit

Gold winner

• National Railway Museum
  Director of Fun Campaign
  
  Six year old Sam Pointon was appointed the Museum's Director of Fun to help raise the profile of the Museum as a fun day out for children. The quirky story of a child applying for the Museum's directorship proved an attractive story for the media. The media campaign was supported by a webpage through which members of the public could submit their own ideas on making the Museum fun - the best ideas were then posted. The Director of Fun campaign generated an enormous amount of international, national and regional coverage including BBC TV and radio, The Sun and Daily Express. The campaign exceeded its objectives with an 11% increase above its original aim in visitors during the summer holidays. With minimum expenditure this campaign was felt to be an overall success.
  
  Case study (PDF format)

Silver winner

• Brand8 PR
  Full Steam Ahead - Middleton Railway Public Relations Campaign

Finalists

• Acceleris Marketing Communications
  Shining A Light On Children's Cancer In Yorkshire
• Bluestorm Design and Marketing
  Give Soap A Chance
• Humber Economic Partnership (Business Week)
  Inspiring, Engaging and Educating Humber Businesses - Job Done!

03 Internal Communications

Gold winner

• Internal Communications, Department for Work and Pensions
  Information Security Campaign (Phase 2)
  
  The Department of Work and Pensions launched an internal information security campaign in response to high profile data losses across Government. Detailed research, evaluation and review at each stage was a great strength of the process. The target audience was carefully segregated by job function for relevant messages. Collateral products were developed to effectively reinforce the vital messages. The final evaluation demonstrated high levels of message reception including 98% understanding their personal responsibility and the consequences of non-compliance.
  
  Case study (PDF format)

Silver winner

• Clydesdale and Yorkshire Banks
  BRIAN Launch Campaign

Finalists

• Scarlettabbott For East Coast
  Safer Together
• First Hull Trains
  By Our Staff, For Our Staff
• Northern Gas Networks
  Our Network - Improving Employee Engagement in the North of England Gas Network

04 Crisis Communications

Gold winner

• Act PR
  PR Fightback Following NHS Dr Foster Crisis
  
  Act PR learned that its client, Scarborough and North East Yorkshire Healthcare Trust would perform badly in a report on patient safety to be published by an independent healthcare company. Act PR immediately initiated preparatory steps to deal with the expected media coverage, including briefing documents and media training. After the announcement of the Dr Foster report a full crisis communication programme was implemented. This included the creation of a fight back strategy to rebut any inaccuracies and present positive aspects of the Trust. The result was better media coverage whilst mortality rates improved.
  
  Case study (PDF format)

Silver winner

• Northern Gas Networks
  Batley and Hanging Heaton - Loss of Gas

05 Community Relations

Gold winner

• Ontrack PR
  One Call Doncaster Sports Award
  
  Ontrack PR was engaged by Doncaster's Keepmoat Stadium to promote the 2nd One Call Doncaster Sports Awards. The challenge was to make the 2nd games bigger and better than before. A range of media were used to raise awareness and the profile of the games. Local celebrities were contacted and participated in the event, along with local businesses. Much community support was generated, resulting in the event being sold out several weeks in advance. The awards received double the number of entries than the previous year and all targets were met.
  
  Case study (PDF format)

07 Public Sector

Gold winner

• Grayling
  'Who Cares?' NHS Carers Direct
  
  This is an amazing campaign that started with nothing other than the need to raise the profile of NHS Carers Direct and its service. Grayling went back to the 2001 national census to find some raw data from which it developed a significant media campaign. The extent and quality of coverage achieved impressed the judges, as did the tangible results in terms of contacts and calls to the helpline. This was an incredible something from nothing.
  
  Case study (PDF format)

Silver winner

• Lava PR
  We Do Love To Be Beside The North Sea

Finalists

• Force-7
  iBreastfeed
• National Apprenticeship Service for Yorkshire and The Humber
  Giant Strides Made By Apprenticeships

08 Best Campaign £10K and Under

Gold winner

• MCG PR
  Aspiral Clocks - Time has a New Face
  
  Aspiral Clocks started with two guys building clocks in a bedroom - clocks without hands showing time in a continuous spiral. MCG's campaign had to raise awareness and drive sales for a company with no profile and a tiny budget. The campaign was both highly imaginative and successful, driving worldwide awareness and sales for the fledgling company through the media and the web. MCG's entry was witty and well written.
  
  Case study (PDF format)

Silver winner

• National Railway Museum
  Director of Fun Campaign

Finalists

• Best Western Hotels
  Christmas Dinner Ice Cream
• Hatch Communications
  The Big Blues Football Curry
• Litmus Public Relations
  No Time to Waste
• Parker PR
  March For Mansfield's Heroes

09 Consumer Relations

Gold winner

• Public
  Taking the Merchant Gourmet to the Masses
  
  The judges were particularly impressed with the extensive coverage that this campaign has achieved. This was a tough brief and yet the agency managed to secure interesting consumer coverage through their creative approach. This in turn improved sales for their client and has resulted in increased presence in supermarkets including space in a totally new supermarket. The Kick Off vs Cook Off idea was singled out for showing great creativity and relevance. The judges were also impressed by the scale of the coverage acheived in a saturated market - particularly in national media.
  
  Case study (PDF format)

Silver winner

• Brand8 PR
  Ooooh...What a beauty!

Finalists

• Hatch Communications
  Warm Up With Thomas Cook
• Lucre
  Hallmark Cards For A Cure 2010
• Lucre
  Ronseal Urban Gardens Week 2010

10 Best Use of Media Relations

Gold winner

• Approach PR
  Dales does Bollywood
  
  What a gem of a media campaign! Although its aspirations were local, the campaign was beautifully imaginative and perfectly targeted, and overwhelmed the client with its success. Persuading the Northern Bollywood Dance Championships to relocate to the client's Skipton hotel was a risky challenge in itself, but Approach PR then milked the media opportunities to position the hotel for the Asian wedding market. A maximum impact on a minimum budget. A very worthy winner!
  
  Case study (PDF format)

Silver winner

• Hatch Communications
  You're Booked

Finalists

• Grayling
  'Who Cares?' NHS Carers Direct
• Irwin Mitchell Press Office
  Irwin Mitchell - The Travel Experts
• MCG PR
  Weight Watchers Chilled Prepared Meals - From Diet to Delicious

11 Integrated Communications

Gold winner

• Bluestorm Design and Marketing
  GreenPalm - Promoting Sustainable Palm Oil
  
  This entry stood out because of the difficulty of the communications challenge. Not only did Bluestorm have to persuade food manufacturers and retailers to own up to their use of palm oil, they also had to encourage them to actively support the sustainable palm oil campaign and take part in the certificate trading program. Despite an initial false start, their use of a beautifully designed and integrated campaign succeeded in shifting perceptions and generating action, with many high street names committed to the cause. A very difficult task creatively executed.
  
  Case study (PDF format)

Silver winner

• Force-7
  ibreastfeed

Finalists

• Best Western Hotels
  Hotels With Personality
• Brand8 PR
  I Am White Rose - Spring/Summer Campaign
• City of Bradford Metropolitan District Council
  b someone for your future
• HR Media
  Orthopilot Direct Patient PR Campaign

12 Corporate Responsibility

Gold winner

• Northern Lights PR
  Shining a Light on Diversity in PR
  
  Northern Lights PR took on six potential PR practitioners from BAME communities in London as interns, arranging meetings with local Yorkshire business leaders and involving them in projects to give them practical experience. A number of the business leaders have asked for the interns CVs with a view to future recruitment. This campaign increased awareness of PR to young potential practitioners and gave them an introduction to the industry with positive employment results. Northern Lights should be congratulated for its innovative approach to supporting the PR industry and clear demonstration of professional excellence.
  
  Case study (PDF format)

Silver winner

• Cicada Communications
  The Yorkshire Post Christmas Charity Auction 2009

Finalist

• Northern Rail
  Northern Rail at Eureka!

13 Best Use of Digital PR

Gold winner

• Public
  Taking the Merchant Gourmet to the Masses
  
  A range of digital PR techniques and opportunities were used by Public to turn around the fortunes of Merchant Gourmet's products. Recipes, competitions, 'how to' videos and conversational forums increased product awareness and ensured that Merchant Gorumet's foodstuffs appeared in supermarket listings. Thanks to this campaign, the volume and frequency of sales has increased and a 23% sales decline has been reversed into a 22% growth.
  
  Case study (PDF format)

Silver winner

• Humber Economic Partnership (Business Week)
  Inspiring, Engaging & Educating - Humber Business - Job Done!

Finalists

• Leeds Carnegie Ladies FC
  Leeds Carnegie Ladies
• Public
  GarlicButter.co.uk

14 Best Use of Photography or Design

Gold winner

• Kirklees College
  We've Got Star Quality
  
  In September 2009, market research showed an urgent need to boost stakeholder confidence in the quality of teaching and support staff at Kirklees College. The result was a PR campaign - We've got star quality - designed to boost enrollments and support the college's strategic objective of becoming first choice for vocational qualifications in West Yorkshire. It turned tutors into stars, complete with red carpet, stretched limos, and adoring student fans. Photography and design were key elements, used on everything from bus sides to postcards, to social media and a video premiere. It was all produced in house, using the visual grammar of celebrity photo-opportunities and retro typography and graphics. The judges were very impressed by the coherence and clarity of the style and execution of the visual elements of the campaign, which together are an outstanding example of the genre and a great advertisement for the creativity of the Kirklees team.
  
  Case study (PDF format)

Silver winner

• Humber Business Partnership (Business week)
  Inspiring, Engaging & Educating - Humber Business - Job Done!

Finalist

• Humber Economic Partnership (Global Gateway)
  Perfect Picture of Humber Global Gateway

15 Best Newspaper

Gold winner

• City of Bradford Metropolitan District Council
  Community Pride
  
  'Community Pride' is the title of Bradford Council's bi-monthly civic newspaper, and local pride shines through the content with an abundance of interesting and positive stories about individuals and businesses and their achievements appearing in every issue. The judges were impressed not only with the newspaper's 'easy to read' style and well-designed tabloid format, but also with the way it has included other public sector partners into the fold. Impressive evaluation credentials show that 89% of Bradford residents found the newspaper interesting, and such is its popularity that every edition is over-subscribed with submissions from local residents.
  
  Case study (PDF format)

Silver winner

• Words and Pictures
  M One

16 Best Publication

Gold winner

• MAPA
  Hull Regeneration Prospectus: 'Still in the Dark about a Rising Star'
  
  The black cover of this promotional document on regeneration in Hull does not prepare you for the striking colours within its pages. Bold statements, striking photographs, clear typography and a focused message, all communicate the fundamental premise of this document - that Hull is going places. The prospectus works at many different levels, from the quick flick through, to the brief browse, to the in-depth read. It sets out the city's stall clear and distinctly, combining a distinctive style with a great deal of substance.
  
  Case study (PDF format)

Silver winner

• Scarlettabbott For Pace
  Our Journey to Number One

Finalists

• Kirklees College
  Corner Stone
• Shooting Star PR
  Enterprise for University of Lincoln

17 Best Magazine

Gold winner

• NHS Calderdale and Calderdale Council
  Working Together to Improve Lives
  
  NHS Calderdale and Calderdale Council joined forces to create a lifestyle magazine for local people. "Calderdale Call" hits the spot with flair and care. It tells the stories of real people, signposting the way to particular public services in a visually compelling style. The judges were impressed with the evidence of a strong local partnership bringing together two major public services to create a truly customer focused voice. A measure of the magazine's success is its stimulation of action by readers, such as generating the take-up of access to NHS dentists.
  
  Case study (PDF format)

Silver winner

• Northern Rail Working With Scarlettabbott
  Retail Therapy

Finalists

• Leeds Metropolitan University
  LS1²6 - The magazine for, about and by the staff of Leeds Metropolitan University
• Words and Pictures
  Boots Pulse

18 Best Newsletter

Gold winner

• Scarlettabbott for Pinsent Masons
  Crown Space
  
  Crown Space was specifically designed to support the 12-month relocation of Pinsent Masons from three City buildings into a single open plan, London HQ. It had to reflect the key messages and principles of the move, delivering a different style and tone from the firm's traditional quarterly magazine. It had to be innovative, e-enabled, funky, modern and cost-efficient - and it succeeded. Feedback and evaluation was excellent in numbers and words. The managing partner's comment says it all - "great, fresh and interactive".
  
  Case study (PDF format)

Silver winner

• MCG PR
  The Prawn Cock Tale

Finalist

• Approach PR
  Délifrance News

19 Best Website or Microsite

Gold winner

• Acceleris Marketing Communications
  Communicating @ Home
  
  Acceleris set out to provide Sheffield Homes with a best practice and best technology website that would directly serve the needs of tenants and staff. Acceleris worked closely with the client's communications team to build an extremely effective planning process to ensure that the site would meet the needs of all its potential customers - including councilors, MPs, businesses, governors and community groups. They cut the page total to a commendable 300, down from 2,000, and included the ability to handle translations into 30 languages. The site also has to meet stringent data protection requirements. The site is exciting, compact and easy to use; the statistics show a huge leap in users and in page views over its predecessor. This is an excellent example of how new media can deliver local services in an exciting and powerful way.
  
  Case study (PDF format)

Silver winner

• Humber Economic Partnership (Business Week)
  Inspiring, Engaging & Educating Humber Businesses - Job done!

Finalist

• Litmus Public Relations and Digital Media Consultants
  Fairuz Fauzy, Lotus F1 Racing Driver

20 Best Event

Gold winner

• Beverley Racecourse
  Lucky In Love at Beverley Race Course
  
  The in-house team at Beverley Racecourse set out to create a brand new event to attract first time race goers based around "a young, funky and vibrant race night with a difference". Starting with clear objectives and careful targeting, they created an event which had never been seen before in the industry using a blend of social and traditional media with a very creative approach attracting 3,500 race goers, twice the expectation. They used a range of novel devices to get people interacting while enjoying six races, launching what will be an enduring brand for future events.
  
  Case study (PDF format)

Silver winner

• Scarlettabbott and AKT Productions for East Coast
  Safer Together Summits

Finalists

• Grayling and National Apprenticeship Service
  Apprenticeship Awards 2010 Yorkshire and The Humber
• Hull City Council
  Improving Lives Awards 2010
• Lincolnshire County Council
  Lincolnshire Stars Awards Event 2010
• Parker PR
  March For Mansfield's Heroes

21 Outstanding Young Communicator

Gold winner

• Helen Standing
  
  Helen impressed the judges with her focus and approach to her very early career. Trusted in senior positions from a standing start, Helen showed evidence of being able to communicate on many levels including difficult situations with members of the community on sensitive subjects and high level government practitioners. Her current role involves multilevel communication embracing new and traditional media and government lobbying. Passionate about giving back to the PR community Helen goes that extra mile with volunteer work, becoming a co-opted member of the CIPR committee and undertaking regular guest lecturing at Leeds University. It is clear Helen's mature attitude and passion to succeed will ensure she will very successful in the future and one to watch!
  
  Case study (PDF format)

Finalists

• Eloise Garrett
  The Right Agency
• Sarah Jones
  iseepr

22 Xchangeteam Freelancer of the Year

Gold winner

• Robert Minton-Taylor
  Greening the Logistics Supply Chain
  
  Robert's entry demonstrated how he brings his breadth and depth of experience to the table as a true business partner for his clients. His innovative concept for client WWL not only generated extensive coverage but positioned the company in a completely new light. The resulting environmental industry accolades awarded to his client was powerful proof of the concept and campaign's success. Robert also demonstrates how a smart commercial strategy in the face of recession secured business both now and for the future. A commendable entry.
  
  Case study (PDF format)

23 Outstanding Small Consultancy

Gold winner

• Lava PR
  
  This entry gave a clear picture of a small consultancy with a clear proposition, strong culture and values and resulting success. Of particular note was the launch of the consultancy's client satisfaction and best practice programme. Commitment to staff training, development and team building is excellent as is the undergraduate internship programme. Lava has achieved impressive pitch success and has an enviable client list.
  
  Case study (PDF format)

Silver winner

• Approach PR

Finalists

• iseepr
• Shooting Star PR

24 Outstanding In-House Public Relations Team

Gold winner

• Irwin Mitchell Press Office
  
  This team has really galvanised this legal firm to use PR as the primary marketing force for growth. It is highly impressive that they have managed to motivate lawyers to participate in PR activity. The way the team operates as a newsroom really works well and the coverage has been outstanding. But above all the business generated by the work of the PR team is truly remarkable and clearly has made a major contribution to the firm's success.
  
  Case study (PDF format)

Silver winner

• Humber Economic Partnership

Finalists

• Hull City Council
• Northern Rail
• Sheffield Hallam University

25 Outstanding Public Relations Consultancy

Gold winner

• Acceleris Marketing Communications
  
  An impressive entry that successfully demonstrated how Acceleris has built itself into a leading integrated communications specialist. The firm has successfully targeted the private sector in the past 12 months and its specialist social housing practice has continued to grow. All this has contributed to profitable growth. We were particularly impressed with the client list, campaigns undertaken and levels of client satisfaction. In addition, the launch of the Acceleris Academy demonstrates the commitment to training and development for every member of the team. This is supported by a structured career path resulting in healthy internal progression for several members of the team.
  
  Case study (PDF format)

Silver winner

• MCG PR

Finalist

• Lucre