We’re thrilled to announce the results of the CIPR Cymru Wales PRide Awards 2021. Click on the links below to view the winning entries.
Note: All case studies are in PDF format and open in a new window.
CORPORATE AND BUSINESS COMMUNICATIONS CAMPAIGN
GOLD WINNER:
phs Group and Magic Wand PR
We are by your side
The Judging Team were impressed by the way the entry clearly evidenced PR at the heart of delivering organisational goals, whilst demonstrating a commitment to a wider purpose. The use of data (both organisational and wider regional metrics) was innovative contributing to phs becoming a valuable regional partner. PHS has taken the time to show how a business can continue with its operations, supporting regional needs during the pandemic.
SILVER WINNER:
Cardiff Metropolitan University
Internal Communications 1.0
INTERNAL COMMUNICATIONS CAMPAIGN
GOLD WINNER:
Dwr Cymru Welsh Water
Putting Colleague Wellbeing First Through Uncharted Waters
The Judging Team were impressed with the way Welsh Water placed voice at the heart of their internal communications strategy when responding to the Covid-19 pandemic. They listened to what people wanted and needed and focused on delivering innovatively. By taking on board the views of their stakeholders, Welsh Water has shown standards of excellence in some challenging times.
CONSUMER RELATIONS CAMPAIGN
GOLD WINNER:
The Royal Mint
A Global Hit! Launching Music Legends
Royal Mint wowed the judges with their four in one very creative campaign to launch the Music Legends collection. Each coin was cleverly linked with the legend, we particularly liked sending the David Bowie coin into space, and then offering it as a Facebook competition prize. An excellent example of “a-money-can’t- buy” prize to motivate and engage new consumer audiences.
SILVER WINNER:
Effective Communication
Veezu Free Taxis for Vaccinations
PUBLIC SECTOR CAMPAIGN
GOLD WINNER:
jamjar
Shop Vale of Glamorgan – Shop Safe
The judges were unanimous in their decision to award gold to jamjar for their impressive Shop Safe campaign. SMART objectives, good use of a wide range of PESO elements worked very well in this impressive campaign which garnered outstanding results in the Vale of Glamorgan with tailored campaign assets for each town. A great example of the community coming together to shop locally to benefit all.
SILVER WINNER:
Golley Slater
Inspiring Genius Decisions During Apprenticeship Week Wales
NOT-FOR-PROFIT CAMPAIGN
GOLD WINNER:
Cowshed
Mind Cymru – Stand for Me
This hard-hitting campaign from Cowshed for Mind Cymru marked a real departure in strategy with the launch of Stand for Me, seeking direct action to help with both mental health awareness and direct action during the pandemic. Impactful videos backed by a full range of PESO tools delivered impressive, wide-reaching results with real campaign impacts, both now and for the future.
SILVER WINNER:
Clwstwr, Cardiff University
Clwstwr Open Call 2020
HEALTHCARE CAMPAIGN
GOLD WINNER:
Golley Slater
Organ Donation
The judges were inspired by this innovative campaign on organ donation. The panel felt this sensitive subject was handled with incredible care and were particularly impressed with the ideas and tactics used in the delivery, which demonstrated Golley Slater had a clear understanding of its audiences. The campaign used behavioural insight particularly well and ultimately led to some excellent outcomes and impact.
SILVER WINNER:
Public Health Wales
How Are You Doing?
INTEGRATED CAMPAIGN
GOLD WINNER:
Equinox
It’s Your Duty To Care
This campaign from Equinox on behalf of Fly Tipping Action Wales really stood out to the judges because it genuinely integrated all parts of the PESO model creative ideas complementing each other across a full range of channels and elements to make the whole greater than the sum of the parts, and delivering impressive results.
SILVER WINNER:
Careers Wales
#CraftYourCareer: launching CareersCraft
LOW BUDGET CAMPAIGN
GOLD WINNER:
Cowshed and Feed the Heath
#FeedTheHeath
The Judging Team particularly noted the agility, passion, and responsiveness of all those involved in Feed the Health. It shows what can be achieved through collaboration, commitment, and working together towards a common goal. The submission was a great example of how a client and PR consultancy worked hard to ensure social value works with everyone playing their part.
SILVER WINNER:
Golley Slater
Causing a stampede for Folly Farm
STEM CAMPAIGN
GOLD WINNER
jamjar
Wales STEM Awards
A very apt winner in this category establishing the Wales STEMs award. Designed and delivered by jamjar, this is a textbook example of how to find sponsors, maximise a topical news hook within British Science Week, engage with Cancer Research Wales as a charity recipient and execute well across all PESO channels. Impressive results for this inaugural award campaign, long may this continue.
SILVER WINNER:
Outwrite PR
Full STEAM ahead for Xplore! reopening
ARTS, CULTURE OR SPORT CAMPAIGN
GOLD WINNER:
Working Word
Explore Your Archives
Working Word were tasked by Archive Wales with making archives relevant and useful during the modern world in the midst of a global pandemic. The Explore Your Archives campaign demonstrated great creativity, topicality and authenticity, with their energy and passion shining through and wowing the judges. Great results including doubling website traffic were very impressive.
SILVER WINNER:
Working Word
Homeless World Cup: Changing lives at Cardiff 2019
TRAVEL, LEISURE OR TOURISM CAMPAIGN
GOLD WINNER:
Golley Slater
Causing a stampede for Folly Farm
This was an exceptionally well-created and well-delivered campaign that took a regional attraction to the premier league for national UK exposure. Detailed research, planning and focus throughout on the client’s core objectives and ethical priorities led to impressive and measurable outcomes reaching targets markets, driving new sales and building new and lasting consumer relationships.
SILVER WINNER:
S3 Advertising
Changing perceptions of a seaside resort
EDUCATION CAMPAIGN
GOLD WINNER:
Careers Wales
#CraftYourCareer: launching CareersCraft
This innovative campaign embedded Creative Careers from Careers Wales within the globally successful Minecraft universe an ideal platform to reach their target audience. A strong mix of school visits and demos with the special digi-van, social media content and traditional media relation all helped to deliver impressive results and impact.
SILVER WINNER:
Golley Slater
Inspiring Genius Decisions During Apprenticeship Week Wales
REGIONAL CAMPAIGN OF THE YEAR
GOLD WINNER:
jamjar
Shop Vale of Glamorgan – Shop Safe
The judges were unanimous in their decision to award gold to jamjar for their impressive Shop Safe campaign. SMART objectives, good use of a wide range of PESO elements worked very well in this impressive campaign which garnered outstanding results in the Vale of Glamorgan with tailored campaign assets for each individual town. A great example of the community coming together to shop locally to benefit all.
SILVER WINNER:
Golley Slater
Driving New Audiences to Speedway
BEST USE OF MEDIA RELATIONS
GOLD WINNER:
phs Group and Magic Wand PR
We are by your side
The Judging Team were impressed by the way the entry clearly evidenced innovative media relations at the heart of delivering organisational goals, whilst demonstrating a commitment to a wider purpose. The use of data (both organisational and wider regional metrics) provided news opportunities contributing to phs becoming a valuable regional partner. phs have taken the time to show how a business can continue with its operations, supporting regional needs during the pandemic.
SILVER WINNER:
Working Word
Homeless World Cup: Changing lives at Cardiff 2019
BEST USE OF DIGITAL AND SOCIAL MEDIA
GOLD WINNER:
Working Word & Football Association of Wales
Inspiring confidence in girls to play football
The Judging Team were impressed by the solid approach to planning to devise a detailed, responsive content strategy built around well-defined themes and audiences. The strategy blended a range of tactical executions and impact is clearly evidenced.
SILVER WINNER:
Denbighshire Leisure
Keeping Our Communities Active
BEST USE OF CONTENT
GOLD WINNER:
Cowshed and National Adoption Service for Wales
Truth be Told: Wales first adoption podcast
This campaign brought a really fresh approach to a complex and sensitive issue, with a focus on storytelling and real-life experiences. A meticulous approach to research and the involvement of diverse family groups from the outset created a compelling and ground-breaking podcast that inspired new and fruitful engagement for the National Adoption Service.
SILVER WINNER:
Community Housing Cymru
Home’ Manifesto Campaign
BEST EVENT
GOLD WINNER:
Cowshed
Cowshed and FOR Cardiff Creatives of the Capital
This very creative campaign from Cowshed involved moving FOR Cardiff online during the pandemic. From launch through to call for entries to the final selection of 10 pieces, the resulting digital art exhibition to celebrate St David’s Day showcased iconic images. It provided impressive results and development of a long-term link with the Royal Welsh College of Music and drama.
SILVER WINNER:
jamjar
Wales STEM Awards
BEST COVID RESPONSE
GOLD WINNER:
phs Group and Magic Wand PR
We Are By Your Side Campaign
The Judging Team were impressed by the way the entry clearly evidenced PR at the heart of delivering organisational goals, whilst demonstrating a commitment to a wider purpose. The use of data (both organisational and wider regional metrics) was innovative contributing to phs becoming a valuable regional partner. phs have taken the time to show how a business can continue with its operations, supporting regional needs during the pandemic.
Case study
SILVER WINNER:
Equinox
Open Doors Online: a virtual-welcome to Wales historic-sites
BEST STAFF WELLBEING INITIATIVE
GOLD WINNER:
Equinox
putting our team in the limelight
A good range of tactics and some great, innovative ideas. Well done!
BEST PUBLICATION
GOLD WINNER:
Pembrokeshire Coast National Park Authority
Coast to Coast
The judges felt there was a very clear brief for Coast to Coast, with well thought through targets. The entry demonstrated a strong alignment to the organisational goals as well as importantly, giving staff the opportunity to contribute. Ultimately this approach led to excellent metrics in the evaluation and fantastic feedback from customers, which the judges were particularly impressed with.
OUTSTANDING YOUNG COMMUNICATOR OF THE YEAR
GOLD WINNER:
Damian Kerlin
Grasshopper Communications
The panel was highly impressed with Damian’s commitment and passion for using his skills and experience to drive improvements in inclusion and diversity, both in the community through his work and in the industry. His efforts to ensure equal placement of the Welsh language was also highly commendable. Damian also demonstrated his ability to achieve significant successes on limited resources.
Case study
SILVER WINNER:
Hannah Claffey
Newport City Homes
IN-HOUSE PR TEAM OF THE YEAR
GOLD WINNER:
Companies House
A showcase of some very creative campaigns raising the profile of Companies House and engaging its stakeholders.
Case study
SILVER WINNER:
Community Housing Cymru
SMALL PR CONSULTANCY OF THE YEAR
GOLD WINNER:
Jamjar
jamjar has enjoyed impressive growth in a difficult climate and has exceeded its targets increasing both turnover and profit. They have taken on new staff and made some significant strides in securing large public sector accounts which has been an incredible achievement and also supports the sustainability of their business. They are focused and strategic with a clear goal to expand and improve their digital capability alongside a strong commitment to CPD ensures relevancy in the business. We particularly like their spread the jam sessions and as well as their outward-looking perspective, skilling up apprentices and providing support to women in the local area through pro bono work.
Through their integrated campaign for the Vale of Glamorgan Council, they have undertaken a really powerful campaign with a very well-produced and impactful video. The behaviour change they achieved was particularly notable and a clear indicator of a well-planned and executed campaign.
Case study
SILVER WINNER:
Technical Marketing & PR
PR CONSULTANCY OF THE YEAR
GOLD WINNER:
Cowshed
Cowshed exhibited excellent strategic thinking in the wider sector, aligned with good performance and clear objectives. The judges were thoroughly impressed by their people-centred culture, promotion of strong mental health, and Cowshed’s strategic development on diversity including their work for BME practitioners, their achievement of Blueprint Ally status (the first in the region to achieve this), and their work on the Living Wage. A great approach to CPD, specifically working to get staff to become CIPR Chartered Practitioners. They also included an excellent pro-bono campaign with strong PR outcomes.
Case study
SILVER WINNER:
Golley Slater