North West

Please find below the PRide Awards results for the CIPR North West region.

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Corporate and Business Communications Campaign

Gold winner

  • Weber Shandwick
    Sealed Air – Will It Break

    Weber Shandwick delivered an engaging and innovative campaign that really stood out and delivered results for the client in a creative way. The use of the 'Professor' to connect with the target audience really drove the campaign's talkability online and, as a result, led to significant offline coverage also. In addition, it proved to be a productive sales tool, as the team used the videos to break the ice at new meetings. The campaign also hit the mark in terms of sales leads for the client and achieved the ultimate goal of getting a direct lead into the automotive sector.

    Corporate and Business Communications Campaign Case study

Silver winner

  • Tangerine PR
    Changing the Legal Landscape with DWF

Finalists

  • Citypress
    Oliver Valves Export Tax Credit Campaign
  • RMS
    Adding up financial success
  • Triangle PR
    Telling the CDL Story
  • Weber Shandwick
    Manchester Business School: Profiling the Professors

Not-For-Profit Campaign

Gold winner

  • Smoking Gun PR
    Crufts Factor 2013

    This two-pronged 6-month campaign delivered on its objectives to raise awareness of two national dog events, by increasing ticket sales and generating social, as well as traditional, media engagement. In order to reach the required target audience, Smoking Gun PR identified and capitalised on a number of key partnerships and celebrity endorsements to really elevate the campaign within its key demographic. This drove maximum exposure, wider engagement and boosted media awareness but ultimately increased ticket sales for Discover Dogs by 20 per cent and Crufts by 5 per cent. The judges also liked the overall cost per eyeball campaign measurement.

    Not-For-Profit Campaign Case Study

Silver Winner

  • Everyone in the Community
    12 Shades of Blue

Finalists

  • Fido PR
    A Primary Lesson in Shakespeare
  • Peppermint Soda
    Launching The 2 Day Diet
  • Profit Communication (UK)
    One in Eleven Appeal
  • Triangle PR
    Who Cares? We Do...

Internal Communications Campaign

Gold winner

  • University of Manchester
    Your Voice, Our Manchester

    The University of Manchester required a complete rethink of how it engaged with employees through its satisfaction survey, in order to regain trust and make the staff believe their views were being taken seriously. Learning from its past mistakes, the University team developed a campaign theme and strapline 'Your Voice, Our Manchester', which saw a number of creative outputs implemented to communicate the required key messages. The impressive end results saw the University of Manchester hit its 2020 response rate targets a fantastic seven years early – and more importantly, staff satisfaction was also well above target.

    Internal Communications Campaign Case Study

Silver Winner

  • the Kaleidoscope consortium
    Simple Actions

Finalists

  • BAE System Military Air & Information
    'Inspired Work'
  • Brazen PR
    Brazen Delivers One Team For Magnet
  • Mersey Care NHS Trust
    Mersey Care Employee Engagement Programme

Community Relations Campaign

Gold winner

  • United Utilities and Judge & Howar
    Not a game

    This was a fantastic campaign, showing how good local engagement can have positive benefits on the community. United Utilities aimed to reach out to the target market of teenagers, particularly young men. As a result they produced a hard hitting film in the style of a video game, designed to highlight the fatal risks of swimming in its reservoirs. What stood out for the judges was the broad support United Utilities got from community partners in the North West, including all Greater Manchester local authorities, Manchester Fire & Rescue, Lancashire Police and Cheshire Police; reaching 15,000 young people, as well as a wider population of 3.4 million, through a mass spread of media coverage.

    Community Relations Campaign Case Study

Silver winner

  • Havas PR Manchester
    The return of Leigh Toaster Cheese

Finalists

  • de Winter
    Get Creative
  • Kara Rose PR
    People Power
  • Weber Shandwick
    Weber Shandwick Rides the Waves with Surf Snowdonia

Public Sector Campaign

Gold winner

  • Blackpool Council
    Free breakfast launch

    This was a superb low cost public sector campaign, delivered in house by Blackpool Council, to provide free breakfasts for all 12,000 primary school children in the area. The successful launch included widespread national, regional and local coverage and, most importantly, widespread uptake of the free breakfasts within the community. The campaign actively engaged with parents, children, schools and local politicians, as well as local Government officials across the country; providing inspiration for other Councils across the UK.

    Public Sector Case Study

Silver winner

  • Kara Rose PR
    People Power

Finalist

  • Cheshire Fire and Rescue Service
    Making Cheshire Safer – Integrated Risk Management Plan 2013/14 Consultation

Low Budget Campaign

Gold winner

  • Peppermint Soda
    #LiveTransplant

    This category was extremely tough to judge, with a number of excellent entries, but Peppermint Soda's campaign stood out. The team used the low budget they were set to effectively and efficiently deliver some high value results for the client. The return on investment for the campaign outstripped all others in the category and has resulted in the client needing to employ two new surgeons, as well as additional support staff, to meet the demand of its now 6-month waiting list. This stood out to the judges as an exemplary campaign that truly demonstrates the business benefits as a direct result of public relations.

    Low Budget Campaign Case Study

Silver Winner

  • RMS
    Hats off to Love Hearts

Finalists

  • BJL
    Lambrini Couture
  • Cumbria County Council
    Taking the Brrr out of Cumbria
  • Havas PR UK
    Greggs Gingerbread's Got the X-Factor
  • Weber Shandwick
    Weber Shandwick Help Zip World Reach New Heights

Healthcare Campaign

Gold winner

  • Democracy
    Love Your Liver 2013

    This campaign demonstrates a fresh way in which UK health bodies and the drinks industry can work together to promote responsible drinking, with the sole aim of reducing the impact of liver disease. The varying tactics used by Democracy, and the timings they deployed, ensured the campaign delivered maximum results. These ranged from working with the British Liver Trust to encourage the Government to make early liver screening available in a bid to save the lives of one million people every year, to a two week tour to conduct instant liver tests. As well as the impressive media results achieved, the campaign directly impacted on a number of people with the volume of liver tests conducted. In addition, for the client itself, the brand saw a strong percentage increase in sales versus the previous year.

    Healthcare Campaign Case Study

Silver winner

  • Cumbria County Counci
    Taking the Brrr out of Cumbria

Finalists

  • Judge & Howard
    E-hub the perfect prescription for GPs
  • Souter PR
    Bridge the Gap for Dental Law Partnership

Consumer Relations Campaign

Gold winner

  • Peppermint Soda
    #LiveTransplant

    Hair transplant surgery is a bit of a taboo subject, particularly with men. But through this compelling activity Peppermint Soda challenged all preconceptions to deliver an inspiring public relations campaign that really stood out for the judges. The screening of the UK's first live hair transplant surgery on the internet, secured with a known male ex-England footballer, not only reached out to the identified target audience but also achieved some fantastic live viewing figures. The return on investment and subsequent potential sales figures demonstrated the success of the initiative and led to the significant increased profile of the client.

    Consumer Relations Campaign Case Study

Silver winner

  • RMS
    Hats off to Love Hearts

Finalists

  • Brazen PR
    100 Days to a New National Football Museum
  • Brazen PR
    Brazen takes a journey of distinction
  • Democracy
    Making Conversation Roar at Knowsley Safari
  • Smoking Gun
    Kumho Cash for Causes
  • Sway Communications
    Tipping the balance in the favour of Strider

Best Use of Media Relations

Gold winner

  • RMS
    Hats off to Love Hearts

    This was great fun and a creative campaign, maximizing an event that is so well established in the hearts and minds of the general public and the media. Being able to demonstrate return on investment through real increased sales figures gave this campaign credibility. RMS delivered a brilliantly executed campaign in a timely and effective manner, with a wide variety of media featuring the story, on a limited budget.

    Best Use of Media Relations Case Study

Silver winner

  • Fido PR
    Much Wenlock 2012

Finalists

  • Brazen P
    Brazen Fools It With Ronseal
  • Citypress
    The Last Typewriter
  • McCann Manchester
    Don't Let It Be You – National Identity Fraud Prevention Month
  • Rule 5
    The BMX Supercross Comes to Manchester

Integrated Campaign

Gold winner

  • Cameron Wells/PMI Health Group
    Superfoods

    PMI Health Group is the UK's largest independent provider of employee healthcare and risk management services, including health insurance, Occupational Health services and nurse-led claims management. Although well established within the SME market, the company wanted to establish itself as a key player within the corporate market. Superfoods is an excellent example of an integrated campaign based on engaging use of research-based content, use of case studies, expert interviews, social media and direct marketing . The campaign exceeded its original objectives of generating 100 qualified leads (sales meetings) with senior HR professionals within large corporates, reaching well over 250 leads and creating a strong social media presence within key stakeholders.

    Integrated Campaign Case Study

Silver Winner

  • BJ
    Crown Paints – It's Not Just Paint, It's Personal

Finalists

  • BDB/Ingredion
    Ingredion EMEA redbrand
  • Havas PR UK
    Britain Prepare for Zombies
  • Moduleo/One Marketing Communications
    Moduleo UK Launch – Integrated Campaign
  • Stein IAS
    Trelleborg Makes Certain

Best Use of Social Media

Gold winner

  • Rule 5
    The BMX Supercross Comes to Manchester

    The BMX Supercross World Cup was coming to Manchester for the first time and British Cycling wanted a sell-out event. BMX is still a niche sport with a small following and a limited number of media outlets. Rule 5 devised a creative and engaging social media campaign, able to build a substantial social media audience reaching a quarter of a million fans and supporting the sell-out of the event. This included a series of Twiterviews with elite and youth team riders, which drove high levels of engagement, extending reach and influence with international riders, media and BMX fans. Good research, careful planning and appropriate evaluation are evident in this campaign, achieved with a modest budget.

    Best Use of Social Media Case Study

Silver winner

  • Brazen PR
    Spreading the Imperial Leather Love

Finalists

  • BJL
    Crown Paints – It's Not Just Paint, It's Personal
  • Environment Agenc
    Using social media to target a niche audience – How to catch an angler?
  • Peppermint Soda
    There's an Easier Way
  • Weber Shandwick
    Mortherhood Understood

Best Technology Campaign

Gold winner

  • MC2
    Death of the Desktop

    The judges really liked the way this challenging subject was tackled head on in a strategic and highly focused way. With a limited budget, MC2 developed a dynamic approach to their tactics involving research and gaining access to the C-Suite, which gained strategic outcomes for the client. This was a highly targeted campaign that positioned their client as the go-to experts on the subject.

    Best Technology Campaign Case Study

Silver Winner

  • Cameron Wells Communications
    Location, Location, Location

Finalists

  • Cumbria County Council
    A staff intranet as individual as the person using it
  • JAMpr
    A New Way To Pay
  • Smoking Gun PR
    My Social Petwork – Launching the UK'S First Facebook for Pets
  • Traingle PR
    Telling the CDL Story

Best External Publication

Gold winner

  • The Regenda Group
    This is our life – Regenda resident annual report 2012

    This publication was visually appealing and was highly empathetic, demonstrating great situational analysis and reflection, as well as a maturity and confidence in the business. With nice bold stories and well researched anecdotes, it was well presented and within a realistic budget.

    Best External Publication Case Study

Silver Winner

  • The Regenda Group
    Belong – Regenda's resident magazine

Finalists

  • Cumbria County Council
    Innovative new approach to delivering information to residents
  • Helena Partnerships
    A Place For Everyone
  • Kara Rose PR
    Your Village Life Magazine
  • Mersey Care NHS Trust
    Mersey Care Annual Report – I'm Mersey Care

Best Internal Publication

Gold winner

  • Cumbria County Council
    Staff magazine gets star treatment

    Newsroom is a quarterly magazine produced by Cumbria County Council, aimed at reaching its diversified workforce of more than 9,000 employees. The team has strived to improve the publication to ensure it caters for its diverse audiences by developing content that is engaging and informative. The magazine was also further revised in 2012 with a new focus on communicating the challenges ahead for the Council by using real staff stories, and reducing the print run quantity and costs. To this purpose the team created an online version, including video interviews with real life staff stories, audio pops and photos of events. 97 per cent of employees praised the new web version. And reducing print runs helped the Council achieve considerable savings.

    Best Internal Publication Case Study

Silver Winner

  • AMEC
    "The Beacon" – shining a light on AMEC

Finalists

  • MBNA
    eXchange
  • Seven / First TransPennine Express
    Express – The magazine for FTPE people

Best Use of Digital

Gold winner

  • Peppermint Soda
    #LiveTransplant

    The aim of the campaign was to raise awareness amongst men of what hair transplantation can achieve, and to position Dr Farjo as the UK's leading authority on hair transplant surgery within the national media. Peppermint Soda devised a solid, research-based digital campaign, not only demonstrating how hair transplant surgery works through the first such UK surgery to be broadcast live over the internet, but also helping to secure more than 1,000 enquiries to the Fajro Hair Institute after the end of the campaign. One in every three enquiries went on to book treatments with Dr Farjo. All achieved on a very small budget.

    Best Use of Digital Case Study

Silver

  • Rule 5
    The BMX Supercross World Cup

Finalists

  • de Winter
    Golden Square Goes Digital
  • Democracy
    DOCYOU – A Fictional Social Network
  • Smoking Gun PR
    Kumho Cash for Causes
  • Stein IAS
    Trelleborg Makes Certain

Best Event

Gold winner

  • Peppermint Soda
    #LiveTransplant

    Great fun was had by all on this project, but it was highly effective, if not a bit gory. Clear outcomes were measured against effective objectives to exceed expectations and use technology to its best advantage, all on a low budget. Peppermint Soda challenged the concept of an event and maximised the channels available for high participation by a very targeted audience.

    Best Event Case Study

Silver

  • HatTrick PR
    Get the Label – Urban Blogger Party

Finalist

  • Brazen PR
    Brazen Delivers On Team For Magnet
  • Rule 5
    The BMX Supercross World Cup Media Launch

Corporate Social Responsibility

Gold winner

  • the Kaleidoscope consortium
    Simple Actions

    The NHS Merseyside Carbon Collective worked together to deliver a creative carbon reduction campaign with the long term aim of raising awareness and changing behaviour. 'Simple Actions' identified four key audiences that brought together thousands of staff from across the Trusts, highlighting how they, with just a few 'Simple Actions', could help save energy and reduce waste. The campaign highlighted the major uses of energy within the Trusts. This was used as the main motivator to explain the cost implications for the NHS and show how a few 'Simple Actions' were actually an opportunity to save money. The campaign collateral was compelling and informative, delivering fantastic results and, more importantly, maximum buy in.

    Corporate Social Responsibility Case Study

Silver Winner

  • Smoking Gun
    Kumho Cash for Causes

Finalists

  • Admiral PR & Marketing
    Newcastle: Asking the Big Questions
  • Democracy
    Love Your Liver
  • Havas PR UK
    Ceva Awards for Animal Welfare
  • Tangerine PR
    Putting Michelin's CSR Work in the Heart of Communities

Issues and Crisis Management

Gold winner

  • Democracy / Black White Denim
    David vs Goliath – Putting the Right Stone in the Sling

    This campaign took on a large corporate to deliver a winning result for Democracy's client in a short time frame. As a small business in Wilmslow, Black White Denim was given a big voice by Democracy as they set about building a body of stories that the large corporate, the Wilmslow business, who was at loggerheads with them was unable to ignore. Targeting key influencers, such as Chancellor George Osborne and Samantha Cameron, and building support from media titles such as Drapers and Vogue, Democracy PR ensured that, only five weeks after embarking on the branding battle, the large corporate backed down.

    Issues and Crisis Management Case Study

Silver

  • Fido PR
    A School NOT a Social Experiement

Best Use of Photography or Design

Gold winner

  • Weber Shandwick
    Weber Shandwick Help Zip World Reach New Heights

    Through a targeted photo call, Weber Shandwick captured the imagination of the UK's national and regional media, bringing to life the new Zip World attraction. The devised photo call on opening day launched the attraction to the public, offering a picture opportunity that resonated visually with its core audiences and target media. As a result of this campaign, Zip World achieved a raft of media coverage which whetted the public's appetite and sent ticket sales and visits to the website soaring. In the first six weeks, public relations alone generated over £15,000 of bookings and 34,458 visits to the website.

    Best use of Photography or Design Case Study

Silver winner

  • Democracy
    Safari for all Seasons

Finalists

  • BJL
    Crown Paints – It's Not Just Paint, It's Personal
  • Brazen PR
    Brazen Sets up Camp on the Roof
  • Havas PR UK
    A Purrfect Christmas
  • Rule 5
    The Sweet Ingredients to Viral Success

Outstanding Young Communicator

Winner

  • Le Cullen MCIPR
    de Winter PR

    After only three years working in public relations, 28-year old winner Lee Cullen has packed in both experience at Communications Officer level in-house, as well as rising to his current Account Manager role after just over a year at de Winters. Lee impressed judges with his strategic awareness and maturity; his thoughtful and reflective approach to continuing professional development; and evidence of contributing to both professional bodies, as well as getting great results for his employer and clients. The campaign element of his entry showed a well thought through approach, with a clear grasp of the main elements of public relations campaign strategy, evidence of considering and evaluating alternative approaches, and with the final outcome of a campaign combining longevity, creativity and a clear focus on the client corporate culture and objectives.

    Outstanding Young Communicator Case Study

Finalists

  • Sarah Crossley MCIPR
    OneMarketing Communications

Outstanding Small Consultancy

Gold Winner

  • JAMpr

    JAMpr demonstrates dedication to its team by investing in training and creating a positive work environment. Achievements are very clearly attributed to the team and even the smallest gestures are well thought out, making a positive impact on each team member. Both client retention and income growth are high, and the agency's results are very impressive, with a high level of media hits per week across all clients. The campaign example cited in their entry showed how the JAMpr team generated real results for their client, 'my Travel Cash', how sales increased by 188 per cent, card loads by 329 per cent and website traffic by 169 per cent. It is understandable that the JAMpr team is proud of this campaign, as any agency or team would be. The brief was more than met.

    Outstanding Small Consultancy Case Study

Silver Winner

  • SKout

Finalists

  • Label PR
  • Refresh PR
  • Rule 5

Outstanding In-House Public Relations Team

Gold Winner

  • Cumbria County Council

    Cumbria County Council's ability to deliver high end campaigns, with minimum budget but maximum effect, is impressive. Taking the Brrr out of Cumbria is a fine example of what can be achieved when a team is committed to the cause and truly knows and understands its audience. This was a best in class example of a strong campaign, underpinned by initiative and a dedicated team.

    Outstanding In-House Public Relations Team Case Study

Silver Winner

  • Plus Dane Group

Finalists

  • Cheadle Hulme School
  • Environment Agency

Outstanding Public Relations Consultancy

Gold Winner

  • Weber Shandwick

    Weber Shandwick's bold approach to winning in today's challenging business climate was to launch a new agency strategy, pioneer new ways of thinking and win new clients; clearly a proactive approach to succeeding during these tough times. Weber Shandwick is constantly evolving: 'The Hub' is an exciting social media tool for clients, and its new in-house production division 'Creation' taps into a client need to develop content through the public relations prism. This is an exciting agency, where excellent business results speak for themselves.

    Outstanding Public Relations Consultancy Case Study

Silver Winner

  • Havas PR Manchester
    Hav It!

Finalists

  • Brazen PR
  • City Press
  • Rule 5
  • Tangerine PR

Best Use of Planning, Research, Measurement and Evaluation

Winner

  • Smoking Gun PR
    Crufts Factor 2013

    The judges selected Smoking Gun because, in a tough field with a high standard of entries, they felt it stood out as exceptional in terms of measurement and evaluation. Not only was there clear juxtaposition between objectives, outputs and outcomes, but these were broken down very clearly and well presented. This was done by campaign phase as well, which provided further clarity and read back to clearly overarching objectives. The presentation of social media impact was also first class and the judges loved the 'cost per eyeball' comparison, showing clear value for money.

    Outstanding Use of Planning, Research, Measurement and Evaluation

Outstanding PR Professional

Winner

  • Brian Beech MCIPR

Communicator of the Year

Winner

  • Margaret Aspinall