The CIPR PRide Awards are taking a break in 2024 while we complete a review of the scheme.
We're thrilled to announce the results of the CIPR North East PRide Awards 2023. Case studies coming soon.
Internal Communications Campaign
Gold winner:
South Tyneside and Sunderland NHS Foundation Trust
The BIG STSFT Team Talk
A really well laid out submission. It was great to see a real team effort involving lots of members of staff. Best practice was used. Really clear ideas for people to get involved with the campaign. Great measurement and well presented.
We were particularly impressed to see such a cross-section of people involved - great engagement.
Silver winner:
Durham University
Security Sam
Finalist:
Northumbria Healthcare NHS FT
Supporting staff - The Northumbria Way
Consumer Relations Campaign
Gold winner:
Northumbrian Water
Affordability and Priority Services
At a time where the cost of living crisis is effecting a much broader audience, Northumbrian Water took decisive action to address this consumer challenge while mindful of the positive environmental opportunity too. This integrated campaign, to raise awareness of financial support for customers and encourage saving water and energy was grounded in research with clear, measurable objectives.
A creative approach, working with the Royal College of Art, coupled with focus group testing, data and audience segmentation, drove a well-planned campaign that achieved positive outcomes for the organisation and their customers. They exceeded their ambitious objectives and are well placed for their 2023 communication goals.
Public Sector Campaign
Gold winner:
NHS North East and North Cumbria Integrated Care Board
#OUCH #ByeByeUTI
With a limited budget, this campaign got straight to the heart of what had been quite a taboo subject. Backed up by data, a creative approach to the use of focus groups and stakeholder involvement, this campaign delivered impressive results, in terms of sign-ups to the project, increased awareness and important cost savings to the NHS.
This six-month pilot project may now be rolled out nationally - watch this space...
Silver winner:
Nexus
Metro Flow
Finalist:
Darlington Borough Council (Safer Streets Initiative)
The launch of Number Forty - Darlington
Not-for-Profit Campaign
Gold winner:
DTW
Find Your Dance Space
A well-thought-through and executed campaign. Building on the public desire to live healthily and support mental health following the pandemic, the campaign was backed by several high-profile individuals, engaged the media and resonated with the family market, resulting in some excellent results.
Silver winner:
Idea Junkies
When we suffer, they suffer.
Healthcare and/or Wellbeing Campaign
Gold winner:
South Tyneside and Sunderland NHS Foundation Trust
The BIG Money Team Talk
The Trust worked hard to support its staff and its entry showed some very good research and understanding of need amongst employees. A great idea to have different topics covered on different days of the week, using multiple channels and touch points to drive awareness, especially in a low budget campaign.
There were really positive results, showing a good level of engagement and ongoing support.
Silver winner:
McBryde & Co
You can’t pour from an empty cup
Finalists:
NHS North East and North Cumbria Integrated Care Board
#OUCH #ByeByeUTI
Northumbria Healthcare NHS Foundation Trust
Increasing STI home testing kit orders
Gardiner Richardson
No Smoking Day: smoking and dementia
Integrated Campaign
Gold winner:
Nexus
Metro Flow
This entry was really well laid out and easy to read. All sections were clearly labelled and well-answered. The measurement, evaluation and impact, and the community engagement were particularly impressive.
The results themselves are also really impressive from a relatively low budget. Very clear thought process and application throughout to deliver a great result.
Silver winner:
Gardiner Richardson
Ending sexual harassment in Darlington
Finalists:
NHS North East and North Cumbria Integrated Care Board
Double Your Defences
DTW
Find Your Dance Space
Idea Junkies
When we suffer, they suffer.
McBryde & Co
You can’t pour from an empty cup
Low Budget Campaign
Gold winner:
South Tyneside and Sunderland NHS Foundation Trust
#OurTeamOurTrust - Nursing recruitment campaign
The NHS is facing a staffing crisis and this low-budget campaign demonstrated a thoughtful and effective way for communications to play its part in addressing that.
With clear objectives and effective measurement of impact and outcomes, this campaign made smart use of a small budget to meet the needs of the organisation.
Silver winner:
Northumbria Healthcare NHS Foundation Trust
Increasing STI home testing kit orders
Finalists:
NHS North East and North Cumbria Integrated Care Board
#OUCH #ByeByeUTI
NHS Business Services Authority
Lights, Camera, Action: NHSBSA recruitment campaign
Layford Creative x Idea Junkies
More Than A Mill: Showcasing Gateshead's hidden gem
Best Use of Media Relations
Gold winner:
Durham University
Celebrating citizen science
The brief, objectives and budget was particularly well laid out. There were some innovative ideas, to get the best result from what is in effect a zero budget, so it required a plan that would engage people and the media - both traditional and non-traditional. Breaking down the measurement was good and you made the most of shared opportunities. The impact / outcomes were good and clearly presented.
Silver winner:
Karol Marketing
Everyturn Mental Health and the Cost of Living
Best Channel Delivery
Gold winner:
South Tyneside and Sunderland NHS Foundation Trust
Our People Podcast
At a time when NHS staff are under more pressure than ever, the STSFT podcast campaign was a great way to engage staff, build morale and discuss important topics.
Using real-life stories made the campaign relatable, with the results speaking for themselves in terms of hours of content listened to.
A good campaign that was based on evidential research and good planning.
Best Use of Content
Gold winner:
DTW
Find Your Dance Space
This campaign used comprehensive research and a clear understanding of the needs of the ISTD members to deliver tangible results.
Real-life stories made the messaging relatable and engaged with the target audience, while professional toolkits and quality videos hosted on multiple channels brought the story to life for many.
Best Event
Gold winner:
Nexus
Metro’s new train launch
Very clear as to what you wanted to achieve. The whole submission was well laid out and easy to read. Real clarity as to what you set out to do, how you went about it and what you delivered.
The measurement was impressive. Some big numbers and a good cross-section of channels employed.
Throughout the launch the team had anticipated the difficult questions and prepared well.
Silver winner:
Cool Blue Brand Communications Limited
The City Baths X John Lewis
Environmental Campaign
Gold winner:
McBryde & Co
A new plan for the planet
This thoughtfully planned campaign is a shining example of a very well researched, targeted and multi-faceted programme, which drove meaningful change to the environment. Relevant tactics such as the use of long form content worked well for a specialist professional audience and achieved great results.
This entry demonstrated good use of research to inform campaign development.
They also clearly demonstrated outstanding campaign results, including extensive media coverage, impressive website conversions and social media following. In the words of their client, 'They invest in who we are, what we stand for, and what we are trying to achieve, which means we view them as an integral extension to our team."
Silver winner:
Northumbrian Water
Bin the Wipe
Finalist:
DTW
Take Charge: Join the Fight Against Zombie Batteries
Best Long-term Campaign
Gold winner:
Nexus
Metro Flow
A good example of a thoroughly thought through, consistent and well managed communications campaign. Stakeholders at all levels were engaged throughout the campaign and the results not only demonstrated success, but were measured, evaluated and the impact recorded.
Best Long-term Client Care
Gold winner:
DTW
Quality, Trust and Responsiveness
It's clear to see the value and importance that the DTW team place on long-term relationships with their clients. Using a strategic approach and committed to upholding the professional values of PR, the agency sees itself as a partner to its clients, rather than simply as a service provider. This has ultimately led to relationships of more than 20 years.
Silver winner:
Gardiner Richardson
A law firm like no other
Finalists:
Layford Creative
Creating Tightly-Knit Stakeholders With Sustainable Brand Storytelling
Outstanding Young Communicator of the Year
Gold winner:
Georgia Godsmark - Northumberland County Council
Our Gold winner for the Outstanding Young Communicator Award 2023 impressed the judges with their drive, passion and commitment, not only to their role and their personal and professional development, but with their ability to lead beyond authority and their passion for championing young voices.
Silver winner:
Joe Robertson - Cool Blue Brand Communications Limited
Independent PR Practitioner of the Year
Gold winner:
Layford Creative
Layford Creative has been an independent practitioner since 2016 and since then has excelled, in what have been quite uncertain times. Layford's commitment to professional development and contribution to the PR industry are to be applauded. Layford has not only achieved industry accolades but is also impressively an Associate Lecturer at Northumbria University and Newcastle University, sharing industry knowledge and experience with staff and students alike.
From a business perspective, Layford more than weathered the Covid storm and actually managed to grow the business by winning a further five clients during this period, which was no mean feat. It also allowed Leyland to look at any risks and mitigate those to the benefit of the business.
Small PR Consultancy of the Year
Gold winner:
McBryde & Co
A strong all-round application, we were impressed with the company’s dedication to creating an enjoyable working environment for staff, whilst managing to onboard 11 new clients whilst boasting a strong retention rate. When it comes to the work, the results speak for themselves.
They ran a creative campaign for a new nursing app, that used research and all the channels available to achieve success. We look forward to seeing the agency continue to grow.
Silver winner:
Brand & Reputation
PR Consultancy of the Year
Gold winner:
Gardiner Richardson
Impressive performance, good figures, interesting operational principles and innovative / business development steps, though business / team strategy could still be improved. Wonderful commitment to CPD and employee support. New and retained business demonstrates good and thorough knowledge of the industry and local market, confident operations and well-established client relationships.
Featured campaigned is important, its detailed description shows an overall success and impressive KPIs, however, it is unclear how much it has actually changed the state of things despite reaching out to such a large target audience.
Silver winner:
Karol Marketing
Finalists:
DTW
The North East Committee have awarded the following special award:
Communicator of the Year
Alfie Joey