We’re thrilled to announce the results of the CIPR Scotland 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:
Frame and Scotland Food & Drink
Championing a sector’s Brexit interests
This was a stand-out entry for the judges in large part due to the focus on measurement and evaluation, which was rooted in the initial objectives. A strong campaign delivered very well.
SILVER WINNER:
Pagoda PR
Launching Compass Scotland
INTERNAL COMMUNICATIONS CAMPAIGN
GOLD WINNER:
Wheatley Group
Working in lockdown: Team Wheatley bringing staff together
A fantastic entry and a huge internal comms effort that deserves high praise. The team created and executed a people-focused strategy during the toughest of times, clearly boosting engagement and togetherness across the organisation. Well done all!
CONSUMER RELATIONS CAMPAIGN
GOLD WINNER:
Pagoda PR
Putting Frame-Tech in the consumer frame
We loved that they took the time to understand the audience and were bold enough to change the channel strategy away from what had already been established. A really good multi-channel campaign that wasn’t only technically proficient but also put the human story and expertise front and centre. Standout ideas in a niche market that really brought the area to life.
SILVER WINNER:
tigerbond
Open for Care
PUBLIC SECTOR CAMPAIGN
GOLD WINNER:
Zero Waste Scotland
Scotland is Stunning- Let’s Keep it That Way
An ambitious campaign that showed great use of behaviour change principles and an understanding of the power of positive messaging. We were particularly impressed by the way they targeted younger audiences without making them feel blamed. Very strong alignment of everything they did showing real impact to all communities involved – and an impressive number of partner organisations!
SILVER WINNER:
Smarts Scotland
Scotland’s organ and tissue donation law change
PUBLIC AFFAIRS CAMPAIGN
GOLD WINNER:
Frame and Scotland Food & Drink
Championing a sector’s Brexit interests
This was a tough category for the judges to pick a winner in, but this particular entry just pipped the others to the post. Very well thought out and executed.
SILVER WINNER:
Royal College of Psychiatrists in Scotland
RCPsych in Scotland: No Wrong Door
NOT-FOR-PROFIT CAMPAIGN
GOLD WINNER:
The BIG Partnership
Kiltwalk: Striding ahead in a time of need
We were impressed by the way they dealt with challenges including the pivot to digital and a significant cut in the budget caused by the pandemic. We loved the way they caught the warm tone of voice of Kiltwalk Kindness, the number of charities they helped, and the long-term legacy for the brand.
SILVER WINNER:
Holyrood PR
Paths For All: Winter Walking Once a Day
HEALTHCARE CAMPAIGN
GOLD WINNER:
Smarts Scotland
Clear Your Head
An important campaign delivered exceptionally well at a time when people really needed it. The judges were impressed with lots of elements of this entry, especially the success metrics, which were clear and considered.
SILVER WINNER:
Smarts Scotland
Scotland’s organ and tissue donation law change
INTEGRATED CAMPAIGN
GOLD WINNER:
Smarts Scotland
Clear Your Head
A highly competitive category with some very strong entries. The judges decided that this entry was worthy of the gold in this category due to a good blend of creativity and strategic channel selection to make sure the message was delivered.
SILVER WINNER:
Volpa
Game On! The GWCT Scottish Game Fair 2019
LOW BUDGET CAMPAIGN
GOLD WINNER:
Loch Lomond & The Trossachs National Park
“Shhh!…It happens.”
A tricky subject expertly handled with humour. We particularly liked that they made it part of their planning that learnings from this campaign would feed into future campaigns. The real impact is shown through their campaign feeding into the national strategy – what a fantastic outcome! A properly inspiring campaign.
SILVER WINNER:
Frame and Scotland Food & Drink
Scottish Food & Drink Fortnight: Local Legends
TRAVEL, LEISURE OR TOURISM CAMPAIGN
GOLD WINNER:
Frame Creative PR
How long you a way-fer? Tunnock’s Caravan Wafer
We absolutely loved the creativity of this and the attention to detail – who would have thought to look for someone who makes biscuit cushions? We were also impressed by their creative thinking when it turned out they couldn’t use Tunnock’s own social media channels because they don’t exist (although we’d love the job of setting them up please – we all wanted a wafer by the time we’d finished discussing this one). A really innovative partnership.
SILVER WINNER:
Weber Shandwick
Helping new customers Remember Luxury with ICMI
SCOTTISH CAMPAIGN OF THE YEAR
GOLD WINNER:
Message Matters
Scotland Loves Local Campaign
A simple yet effective idea brought to life through a creative and integrated campaign, backed by a clear strategy.
SILVER WINNER:
Muckle Media
The Hunter Foundation: Raising Scotland’s Economic Growth Rate
BEST USE OF MEDIA RELATIONS
GOLD WINNER:
Smarts Scotland
Scotland’s organ and tissue donation law change
This is a hard subject for people to talk about so communicating positively and getting people to decide in advance is a very worthwhile thing to do. We were particularly impressed by their strong storytelling supporting an emotive subject handled sensitively. Really good use of emotion in a positive way.
SILVER WINNER:
Weber Shandwick
Uncovering Precious Elements with Royal Society of Chemistry
BEST USE OF DIGITAL AND SOCIAL MEDIA
GOLD WINNER:
Weber Shandwick
It’s Time to Dream Big Again
SILVER WINNER:
Zero Waste Scotland
Scotland is Stunning-Let’s Keep it that Way
BEST USE OF CONTENT
GOLD WINNER:
Smarts
Smarts Albert Bartlett – Sleeping Beauties
This entry took an incredibly creative approach to the clear objectives that they were set out. Thorough research and planning, combined with well-executed delivery and implementation, helped this very memorable content stand out.
SILVER WINNER:
Weber Shandwick
It’s Time to Dream Big Again
BEST EVENT
GOLD WINNER:
Pagoda PR
Launching Compass Scotland
A highly innovative event, delivered in a flexible and agile way in the middle of a pandemic. The clear and targeted multi-channel strategy that ensured the longevity of the content stands out.
SILVER WINNER:
SPEY
Owning the Moment
BEST COVID RESPONSE
GOLD WINNER:
VisitScotland
VisitScotland’s response to COVID-19 and Scottish tourism recovery
This campaign really showed leadership in a time of crisis. A strong, multi-stakeholder holistic campaign that puts staff first. The commitment to not just maintaining the status quo but creating new, engaging campaigns – despite continual setbacks and the changing environment caused by Covid – and long-term brand building was really impressive.
Case study
SILVER WINNER:
Zero Waste Scotland
Scotland is Stunning- Let’s Keep it That Way
BEST STAFF WELLBEING INITIATIVE
GOLD WINNER:
Skills Development Scotland
Winter Wellbeing campaign
We were particularly impressed that the campaign was delivered entirely in-house and showed that Skills Development Scotland genuinely cared about the wellbeing of its staff. They achieved a lot with no budget in a short space of time. Clear strands to the campaign and a real commitment to making it work made this the standout campaign for us in this section.
SILVER WINNER:
Wheatley Group
Supporting staff and keeping them connected
ISSUES, CRISIS OR REPUTATION MANAGEMENT
GOLD WINNER:
BEAR Scotland
A68 at Fala: The collapsed road
A solid response to a crisis. Constant rapid and clear communications built on having clear pillars to the strategy. We thought there were great results with the MP recognition and positive responses from stakeholders, particularly under the added pressure of having to ‘prove themselves’ with this being the first issue to deal with after taking over the contract.
SILVER WINNER:
BEAR Scotland
Rest and Be Thankful Landslides: A Communications Response
BEST PUBLICATION
GOLD WINNER:
Volpa
Lantra: The Wood and the Trees
A creative publication that addressed the well-researched challenges at hand in a cost-efficient manner.
OUTSTANDING YOUNG COMMUNICATOR OF THE YEAR
GOLD WINNER:
Daisy Bartlett
Smarts Scotland
In what proved to be a very competitive category, our winning entrant stood out for their enthusiastic commitment to continuous professional development, their intellectual curiosity, and their passion for the industry. Their creative approach to problem-solving, and the ability to adapt to changing circumstances, saw them deliver outstanding results for their clients and their employer. A well-deserved winner in an extremely challenging year.
Case study
SILVER WINNER:
Michael Scobbie
Scottish SPCA
IN-HOUSE PR TEAM OF THE YEAR
GOLD WINNER:
Scottish SPCA, Holyrood PR
A good entry that demonstrates the value the team brings to the org helping support its fundraising efforts and raising awareness of issues.
Case study
SILVER WINNER:
VisitScotland
SMALL PR CONSULTANCY OF THE YEAR
GOLD WINNER:
Volpa
Volpa took the gold in this region because of its clear-headed response to a situation a lot of agencies find themselves in: stagnancy, which eventually leads to staff attrition. Volpa took clear-headed, strategic action and was starting to reap the rewards until COVID. We applaud Volva’s honesty in sharing just how deeply the successive lockdowns have impacted what until then was a growing business. And we applaud even more the actions taken to keep the agency going, not just with a concerted new business push but with a keen focus on staff welfare and training.
Case study
PR CONSULTANCY OF THE YEAR
GOLD WINNER:
3×1 Group
This was one of the best entries across all the regions and was impressive in all aspects. 3×1 Group acts as a PR leader and heavily invests in the continuous professional development of staff, helping support them in national and global PR training. There is a strong emphasis on improving company culture and the campaign used excellent creative PR tactics.
SILVER WINNER:
Clark