We’re thrilled to announce the results of the CIPR Midlands 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:
spottydog communications
Brilliantly Simple B2B Communications
 
Dedication to identifying audiences and messaging and establishing the appropriate channels to communicate these messages in an engaging way, reinforcing Bristan’s number one position. Exceeding targets with a strategic and concise, well-researched campaign. Excellent results clearly demonstrated.
 
SILVER WINNER:
WPR
Aggreko – Mission Critical

INTERNAL COMMUNICATIONS CAMPAIGN

GOLD WINNER:
Cartwright Communications
Internal Communications Campaign
 
The Judging Team found the overall campaign theme of ‘treasure chests’ engaging. The fun element of the virtual pub quiz was a great way of kickstarting the campaign and from the number of monthly internal referrals being received, it certainly seems to have worked for Nelsons.

CONSUMER RELATIONS CAMPAIGN

GOLD WINNER:
Experian
Experian Boost
 
A deeply concentrated campaign which utilised current trends to change perceptions and attitudes surrounding ‘money positivity’. Great choice of spokesperson for Experian to reach a difficult audience. Great results incorporating effective online social engagement.
 
SILVER WINNER:
WPR
Beaverbrooks – Diamond-a-Day Advent Calendar

PUBLIC SECTOR CAMPAIGN

GOLD WINNER:
West Midlands Police
Life or Knife: killer Sadam Essakil’s story
 
A methodically planned campaign in extremely difficult circumstances, demonstrating how PR can perform an important function within law enforcement in a UK first project. Excellent feedback with at least one member of the public admitting to throwing their knife away after watching killer Sadam Essakil’s story. Outcomes in terms of lives changed and crimes prevented are immeasurable.
 
SILVER WINNER:
Story Comms
#BrumBreathes – Story Comms and Birmingham City Council

NOT-FOR-PROFIT CAMPAIGN

GOLD WINNER:
See Media
Stonewater – Tackling veteran homelessness.
 
An outstanding and thoughtful campaign that cuts through conflicting media stories at a difficult time within the news agenda to deliver a valuable and uniting message. Good use of real case studies to promote the campaign in raising awareness of veteran homelessness and encourage support for Stonewater with its overarching objective of influencing other housing providers.

INTEGRATED CAMPAIGN

GOLD WINNER:
Office of the Public Guardian Communications Team
Your Voice, Your Decision
 
A detailed, SMART objective-driven and truly integrated campaign which addressed an issue of inequality in a sensitive, proactive and encouraging manner. An inspiring and modern approach by the Office of the Public Guardian implementing new tactics to reach a more diverse audience
 
SILVER WINNER:
WPR
The Fry Family Food Co – Spoil Yourself With Plants

TRANSPORT OR AUTOMOTIVE CAMPAIGN

GOLD WINNER:
Tribera
West Midlands Trains – Putting Things Right
 
A refreshingly open and honest way to build customer confidence and engagement executed strategically and methodically for West Midland Trains. Recognising that deep-diving into the local community and accepting failure and resolving to change was the only way to rebuild brand confidence underpinned the integrity of this campaign.
 
SILVER WINNER:
The British Horse Society
The British Horse Society’s 2020 Dead Slow Campaign

LOW BUDGET CAMPAIGN

GOLD WINNER:
BakerBaird Communications
Shaping Stapleford: Creating aspiration, securing Governing funding
 
On behalf of Broxtowe Borough Council, BakerBaird Communications undertook a significant project developing a campaign with good research focused on its audiences with a clear well thought through strategy with a minimum budget. The judges were impressed with the simple but effective core components of the strategy which helped to advance the development and regeneration of the area.
 
SILVER WINNER:
Loughborough University
Cuppa with a Scientist

STEM CAMPAIGN

GOLD WINNER:
Stone Junction
Communicating a medical voice
 
The judges were impressed with the results from this innovative campaign. A great example of a methodical approach with the flexibility to adapt to current trends and direct linkage of outputs/outcomes with objectives. A cleverly executed campaign by Stone Junction encouraging Kolabtree to embrace the ‘gig economy’ and ultimately achieving new contract wins for the client.
  
SILVER WINNER:
Loughborough University
Cuppa with a Scientist

CONSTRUCTION, PROPERTY OR INFRASTRUCTURE CAMPAIGN

GOLD WINNER:
spottydog communications
Brilliantly Simple B2B Communications
 
The brief was simple to spottydog communications from their client Bristan which the agency delivered by tapping into experts from the brand’s advocates. The research element made this campaign stand out as it was very effective in listening to audiences who formed the heart of this campaign. Judges were impressed that the tactics used in this campaign were well defined and robust which in turn helped the agency meet and exceed its objectives.
 
SILVER WINNER:
WAA Chosen
WAA Chosen: Geberit – A Sound Solution

EDUCATION CAMPAIGN

GOLD WINNER:
Arch Communications
TALK Derby
 
A good campaign based on a case study approach, successfully engaging an array of stakeholders.

BEST OF MEDIA RELATIONS CAMPAIGN
 
GOLD WINNER:
Loughborough University
Train At Home
 
The judges were impressed that this entrant has pivoted their campaign due to the coronavirus pandemic. Clear smart objectives were demonstrated and they had a full understanding of media and their use of tactics to sustain and continue their campaign which delivered clear tangible results.
 
SILVER WINNER:
WPR
Beaverbrooks – Diamond-a-Day Advent Calendar

BEST USE OF DIGITAL AND SOCIAL MEDIA

GOLD WINNER:
Stone Junction
Leaping forward as the competition falls back
 
A well-researched strategy that provided a fresh approach to employee, customer, and influencer engagement over a short period of time.
 
SILVER WINNER:
Tribera
WD-40 Fix It Campaign

BEST USE OF CONTENT

GOLD WINNER:
WPR
Sekonda – Hand Catwalk
 
Creative and innovative campaign, which organically gained celebrity ambassadors.
 
SILVER WINNER:
Clarity Comms
Hobgoblin’s HobtoberFest

BEST EVENT

GOLD WINNER:
WAA Chosen
WAA Chosen: Jewson: Live & Exclusive
 
A COVID event that received excellent customer feedback.

BEST COVID RESPONSE

GOLD WINNER:
Loughborough University
Train At Home
 
Loughborough University broke down the stereotypical view of scientists spotting a gap in the market where they could position science as an attractive study opportunity. Though a podcast series to showcase the personality and interests of their academics who engaged in entertaining stories made this podcast series, unlike many others, one to tune in to. Using an in-house team, good research and forward-thinking this was a campaign that matched science-related content with key moments in society that delivered impressive results.
Case study
 
SILVER WINNER:
University of Wolverhampton – Wolverhampton
Light the Way campaign

BEST STAFF WELLBEING INITIATIVE

GOLD WINNER:
Stone Junction
We Save Minds
 
This entrant had a well-thought-through plan and strategy with a sustained level of activity that delivered a consistent ongoing approach. They utilised the benefits of their CIPR membership and thoroughly researched their approach in looking after their staff during the pandemic. Their energy was visible during turbulent times and judges felt they smashed their objectives.
 
SILVER WINNER:
Electric House
Wellbeing Wednesday

BEST PUBLICATION

GOLD WINNER:
See Media
The CT Brief
 
An innovative, well-planned and executed way to engage and raise brand awareness during COVID-19.
 
SILVER WINNER:
WAA Chosen
WAA Chosen: Geberit’s Hotel Guest Experience Report

OUTSTANDING YOUNG COMMUNICATOR OF THE YEAR

GOLD WINNER:
Laura England
Stone Junction
 
Laura was an outstanding candidate, committed, motivated and inspiring, she is dedicated to her career and to making a difference to her clients, her staff and the industry alike.
Case study
 
SILVER WINNER:
Emily Oakden
Nottingham Trent University

INDEPENDENT PR PRACTITIONER OF THE YEAR

GOLD WINNER:
Karen McElroy
FCM PR & Communications
 
Judged were impressed by Karen’s commitment to the profession and how she is able to adapt and be agile for her clients, the true essence of an independent practitioner. What stood out for the judges was Karen’s ability to take a project, own it and deliver outstanding results which are recognised by the directors of her client’s organisation. Karen should reap the benefits of her client’s confidence in her and judges hope that his award will help Karen demonstrate that she is the best in her field.
Case study
 
SILVER WINNER:
Rebecca Roberts
Thread & Fable

IN-HOUSE PR TEAM OF THE YEAR

GOLD WINNER:
Experian
 
Interesting campaigns showcasing how good relations with industry experts can help a campaign fly. Liked how the entry and supporting docs showed this was integrated across earned and owned. But without being able to reference Netflix and Amazon, would it have had the same success
Case study
 
SILVER WINNER:
Office of the Public Guardian Communications Team

SMALL PR CONSULTANCY OF THE YEAR

GOLD WINNER:
Motive PR
 
Motive stood out for their brave and determined decision to rebrand as a digital agency with a clear value proposition within e-commerce. This ambitious move has resulted in exceptional growth, growing their team by 55% and far exceeding their financial targets which point to a team that is flourishing despite the backdrop of a global pandemic. Incredibly, they have also found the time to support charitable causes and give back to their local community. Their breath of fresh air campaign was a standout piece of work and a highly creative response to a challenging brief. Fun, original, high impact and conversation making – it had everything you would want from a campaign and more and crucially generating a strong ROI for the client.
Case study
 
SILVER WINNER:
See Media

PR CONSULTANCY OF THE YEAR

GOLD WINNER:
Stone Junction
 
An impressive entry by Stone Junction – their budgeting in relation to their objectives was excellent and they exceeded every objective set. Their approach to CPD is well-executed, with eight staff members who are either Accredited or Chartered with the CIPR which sets high standards for other employees. An excellent strategic approach to their campaign, supported with good measurement and evaluation. Great recognition and influence within the PR industry with awards this is a consultancy to watch.
Case Study
 
SILVER WINNER:
Story Comms