Results and case studies

The winners of the PRide Awards Yorkshire and Lincolnshire 2014 were revealed on Thursday 27 November 2014 at the The Queens. For the results, read on.

Note: All case studies are in PDF format and open in a new window.

Corporate and Business Communications Campaign

Gold winner

  • The Right Agency
    GDHA: From Prescot to Poland

    In 2011, having returned the manufacture of its cooking appliances to its Prescot plant from overseas, Glen Dimplex Home Appliances (GDHA) started a campaign to celebrate British manufacturing. It attracted widespread attention from national media and was even debated in the House of Commons. But it left the company asking 'how do we follow that?'. The Right Agency was engaged by Glen Dimplex Home Appliances to promote its British-made products and the success of Made In Britain amongst multiple and independent retailers. Judges commended The Right Agency's strategy, implementation and the outcomes achieved. This included playing a significant role in securing £3m worth of investment from the Regional Growth Fund in April 2014, the largest award to a UK business. The entry demonstrated very clearly the power of PR on business goals and objectives in a very challenging brief.

    Case study

Silver winner

  • Asda
    Getting closer to customers to drive reputation (Mumdex)

Finalists

  • Asda
    Asda Income Tracker
  • Grayling
    Disposables UK punches above its weight
  • Quest PR for Fracino
    Trailblazing 50th anniversary for manufacturer selling coffee machines to the Italians
  • The Right Agency
    TrakRap: That's a wrap

Not-for-Profit Campaign

Gold winner

  • Amplify Communications
    Harrogate Homeless Project - No Second Night Out

    Amplify took on a tough brief from the Harrogate Homeless Project (HHP) to promote its status as a local provider of the national No Second Night Out scheme. The agency's well timed campaign at the start of winter included a creative survey to understand local people's attitudes to homelessness, to provide newshooks, a successful media partnership and an experiential offer to journalists to spend time overnight with the HHP on-call team. Amplify's pro bono project achieved excellent sustained media coverage, exceeded all the operational objectives to increase referrals from homeless people themselves and the public, and developed long term relationships with the business community. A fantastic campaign!

    Case study

Silver winner

  • The Encephalitis Society
    World Encephalitis Day

Finalists

  • Approach PR
    Ilkley Carnival takes on the Yorkshire Tour
  • Cream Consultancy
    Wentworth Victorian Conservatory
  • Quest PR with JTM Service for Support Dogs UK
    Woof to Wash: World First Dog Activated Washing Machine
  • Zip Media and Communications
    See the potential, not the syndrome

Internal Communications Campaign

Gold winner

  • H&H / Arco
    Arco Conversation Cascade

    The judging team were impressed with how a simple, yet extremely effective cascade tool was able to put their staff at the centre of their communications and translate the organisation's values into real, understandable and personal terms. It achieved what it set out to do which was communicate their strategy, have line managers bring it to life and for encourage staff engagement. Impressive results were seen with an increase in their score of 5.8 to 8.3 in the shift in employees agreeing they were clear about the long term strategy.

    Case study

Silver winner

  • Leeds Beckett University
    Helping Bright Ideas Shine

Finalists

  • Northern Rail
    Northern Rail and Movember - Working Together to Change the Face of Men's Health
  • The University of Sheffield Internal Communications Team
    Sam's story – our 2014 Staff Survey
  • Westfield Health
    Keeping our people and our brand at their best
  • YBS Group
    Changing Spaces - our new office site

Community Relations Campaign

Gold winner

  • Grayling
    Plan A - because there is no Plan B

    As part of its long term commitment to sustainability through its Plan A programme, originally launched in 2007, M&S briefed Grayling to enhance community engagement with Plan A in Yorkshire and the North West. Grayling devised a smart campaign to promote two strands of the M&S programme – its Big Beach Clean Up and the launch of an eco store. For the Big beach Clean Up for which M&S partnered with the Marine Conservation Society, there was innovative use of both media relations and digital media which resulted in increased community awareness and engagement. There was a huge increase in volunteers compared to the previous year and the removal of four tonnes of rubbish from 16 beaches down the coastline significantly improving the environment for the community. An extremely successful media relations campaign secured high profile coverage of the launch of the eco store in York which gave Yorkshire its only Sustainable Learning Store and created jobs for the community.

    Case study

Silver winner

  • HR Media
    The Gift of Life Campaign

Finalists

  • Approach PR
    Ilkley Carnival takes on the Yorkshire Tour
  • Local Dialogue
    Responding to the needs of a rural community
  • Words&Pictures & Northern Gas Networks
    CO awareness campaign

Public Sector Campaign

Gold winner

  • Hull City Council
    Hull - UK City of Culture 2017

    The Hull 2017 campaign is a stand-up example of how to engage and instil sense of local pride in your public. This team's positive rivalry approach to this strong, creative and innovative campaign really changed how their city is viewed. The results speak for themselves – Hull won the bid for City of Culture 2017!

    Case study

Silver winner

  • Cream Consultancy
    Experience Barnsley

Finalists

  • Grayling
    Putting the spotlight on YPO
  • North Yorkshire and Humber CSU
    Right care, first time

Low Budget Campaign

Gold winner

  • HR Media
    Going for Gold

    This entry is clearly a shining example of using partnership and creativity to create an impactful PR campaign with a very limited budget. Creativity was key to achieving the campaign objectives, positioning the School Games as a 'must-attend, talked about occasion' in South Yorkshire. Bringing in PR students from Sheffield Hallam University meant that high levels of meaningful media coverage and subsequent participation far exceeded expectations.

    Case study

Silver winner

  • MK PR
    Meadowhall Trials Fast Lane

Finalists

  • Faith PR
    Scooping success for artisan ice cream producer
  • MCG PR
    Wasabi Leeds
  • Stickyeyes & Hogans Cottages
    Campaigning for fair deals for family holidays
  • Umpf
    The World's Coolest Car Parks

Consumer Relations Campaign

Gold winner

  • Finn
    Launching Fab Minis

    The judges were impressed with how Finn maximised a single creative idea across a number of marketing channels to create a huge impact, clearly demonstrating the power of simplicity and a good aligned strategy. The integrated strategy was put in place to ensure optimum results were achieved against the objectives, which saw the team impressively secure more than £1m in licensing agreements. Although digital was at the heart of the campaign, the entry also highlights the power of more traditional PR tactics and the importance of strong photography.

    Case study

Silver winner

  • Shackleton PR
    Making a name for Direct Blinds

Finalists

  • Approach PR
    Bringing Servis back to British households
  • Hatch Communications
    The 2014 Crabbie's Grand National
  • Umpf
    The World's Coolest Car Parks

Best Use of Media Relations

Gold winner

  • Umpf for Bupa Care Services
    Winter Wellness

    Umpf showed a high level of creativity, focusing on generating awareness of Bupa Care Services through the relationship between music and wellbeing to provide a fresh angle with a strong news hook. The Winter Wellness campaign exceeded its branded media coverage by 80%, generating over 5.5 million impressions. More significantly over 1200 calls were made to the Winter Wellness line as a direct result. The success of the campaign relied heavily upon detailed research, precise planning and creativity to engage directly with hyper local communities using a variety of media. This was a tough category to win!

    Case study

Silver winner

  • South Yorkshire Fire & Rescue
    How safe is your charger?

Finalists

  • Acceleris
    Championing Sustainable Fishing
  • Finn
    Don't make a meal out of horsemeat
  • Manifest
    British Military Fitness - National Outdoor Fitness Day
  • Umpf
    The World's Coolest Car Parks

Integrated Campaign

Gold winner

  • John Palmer
    Women of Steel Appeal

    In 2013, Sheffield City Council launched a public appeal for £150,000 for a bronze statue to be erected outside the City Hall as a lasting tribute and celebration of the women who worked in the steel works during the war. Advertising, sponsorship and PR were used to promote the appeal, which reached its target fundraising goal. The judges were impressed with how well John developed key local relationships to assist with securing space for free coverage. They were also pleased with the tailored approach used to ensure coverage featured across a wide range of media on a local and national scale.

    Case study

Best Use of Social Media

Gold winner

  • Umpf for Belling
    Helping Belling Bring a Festive Buzz to BBC Good Food Show

    With an investment for Belling as the headline sponsor for the BBC Good Food Show, Umpf was tasked with creating buzz around the winter event, which had a social, PR and experimental element included. The judges were impressed with the unique tool creation of the Twitter mirror and microsite. This demonstrated a clear good return on investment. Watermarking each shareable image was a great way to ensure the Belling branding wasn't lost, either in the media buzz. Overall, a fantastic, well thought through social campaign.

    Case study

Silver winner

  • East Coast/Umpf
    All Aboard: East Coast Trains

Finalists

  • Approach PR
    Ilkley Carnival goes social
  • Engage Comms
    Putting Prashad on the foodie map
  • South Yorkshire Fire & Rescue
    Sheffield's biggest fire

Best Publication

Gold winner

  • Anchor with scarlettabbott
    Purple

    Purple' is the perfect blend of compelling staff and patient stories, weaved together with Anchor's core values and vision at its heart. Communicating with 9,000 staff is no mean feat, and 'Purple' has given a voice to staff who work in a challenging, yet rewarding environment. Reading this publication gives you a real sense of being part of an engaged community with credible two-way communication.

    Case study

Silver winner

  • East Coast & scarlettabbott
    Coastlife

Finalists

  • Bloom PR
    Exchange magazine - itching to improve!
  • Cannon PR/ Sheffield & District Law Society
    The Legal
  • Morrisons and scarlettabbott
    Fresh News Magazine

Best Use of Digital

Gold winner

  • Engage Comms
    Laying the digital foundations for winning new business

    Engage Comms clearly demonstrates how using relatively straightforward but thoughtfully developed digital media within the confines of a more traditional sector, in this case the construction industry, can be extremely powerful. Client Harry Fairclough Construction benefited enormously with the introduction of an integrated digital presence, involving the generation of unique online content, the production of high quality video, popular community engagement blogs and a supporting social media campaign. The campaign led to the company attracting multi-millions pounds worth of new business.

    Case study

Silver winner

  • Northern Powergrid
    Report a problem

Best Event

Gold winner

  • East Coast
    All Aboard: East Coast Trains Celebration Event

    To capitalise upon and celebrate their involvement in the documentary series 'All Aboard: East Coast Trains', the company hosted a Hollywood themed event. A great deal of creativity went into every aspect of the event planning, even arranging permission from air traffic control to illuminate the venue by high-power spotlights, visible from trains crossing the King Edward Bridge. An Oscars-themed awards ceremony saw Olympic gold medal winner Jonathan Edwards present staff with their well-earned accolades. Attention to detail in rewarding staff loyalty was equally impressive post event.

    Case study

Silver winner

  • Finn and Taylors of Harrogate
    The world's first ballet on water

Finalists

  • Cannon PR
    No place like Rome
  • Grayling
    Bringing London to Yorkshire with Grand Central
  • Manifest
    The Skills Show 'What's Your Secret Skill?' roadshow
  • MCG PR
    ASDA Brand Day for Weight Watchers

Issues or Crisis Management

Gold winner

  • Acceleris
    Championing Sustainable Fishing

    While fishermen used to be seen as heroes of the sea, risking their lives to put food on our plates and bringing commerce to their communities, in recent years they have been painted as environmentally-unfriendly 'trawler barons' without a care for the future sustainability of marine habitats or wildlife. Acceleris was appointed by The National Federation of Fishermen's Organisations (NFFO) – the industry's representative body – to redress the balance. The judges were very impressed by the wide variety of targeted channels used to good effect and the creativity used in this campaign set against a very challenging brief. They particularly liked how social media was used to lead the campaign but traditional PR tools were used to compliment it. In all, a very well researched and well thought out campaign which smashed it's targeted objectives and help turn a negative issue into a very positive outcome for the fishing industry.

    Case study

Silver winner

  • East Coast
    East Coast: The Peterborough Christmas Challenge

Finalists

  • NHS North Yorkshire and Humber Commissioning Support Unit
    Averting potential crisis and managing reputation – NHS Vale of York Clinical Commissioning Group
  • Shackleton PR
    An antiviral campaign
  • South Yorkshire Fire & Rescue
    Sheffield's biggest fire

Regional Campaign of the Year

Gold winner

  • Approach PR
    Ilkley Carnival takes on the Yorkshire Tour

    Approach PR certainly made sure that Ilkey Carnival was back 'bigger and better than ever'. With the Carnival on the brink of disappearing in 2011, Approach PR stepped in on a voluntary basis to increase ticket sales, footfall, number of exhibitors and volunteers supporting the event. Strategic, high profile, and creative PR and social media campaigns were instrumental in the rebirth of the community event. The results were incredibly impressive, with footfall increasing by 2,000 people on 2013, and profits up by £3,500 to £15,000. Incredibly, 1200 schools, groups and businesses were involved in the parade.

    Case study

Silver winner

  • Approach PR
    No Smoke without PR fire

Finalists

  • Cannon PR
    No place like Rome
  • Local Dialogue
    Building support in a politically charged environment
  • Shackleton PR
    Making a name for Direct Blinds

Outstanding Freelance Practitioner

Gold winner

  • Matthew Ridsdale MCIPR
    Cannon PR

    Matthew Ridsdale, of Cannon PR, has managed to juggle running a successful freelance PR business whilst continuing his professional development and giving his expertise and personal time to help promote the work of the Rotherham District Scout Association and other small charities in his local community. He was one of the first PR professionals in South Yorkshire to achieve CIPR Accredited Practitioner standard and delivers PR support to some of Britain's best known brands. The judges were particularly impressed by Matthew's outlook after he was made redundant and his ability to see his misfortune as an opportunity rather than a setback.

    Case study

Finalist

  • Charlotte Booth
    CB Digital PR

Outstanding Young Communicator

Gold winner

  • Ellie Smith
    Acceleris

    After what was the most challenging judging of the Young Communicator Award in recent years, the judges decided that Ellie Smith was a deserving winner. Ellie's enthusiasm for public relations and the significant successes she has already received in her career, which has spanned both in-house and agency roles. With notable successes, Ellie demonstrated a clear understanding of the wider remit of public relations – going beyond the tactics (of traditional and social) to provide effective counsel for clients and stakeholders. Leadership isn't about level or hierarchy and Ellie epitomised the characteristics we look for in the Most Outstanding Communicator practitioners who will be leading the industry in future years.

    Case study

Finalists

  • Jennifer Isles MCIPR
    Approach PR
  • Jessica Maccio
    Stickyeyes
  • Joselyn Rankin MCIPR
    Northern Rail
  • Matthew Balmforth
    Umpf
  • Sam Parish
    The Right Agency

Outstanding Small Consultancy

Gold winner

  • Quest PR

    Quest PR are evidently innovative players within the PR community with a warm working environment and a very motivated team. Having found new ways to develop its skills and services, Quest has showcased incredibly diverse talents in this year's entry. As well as being able to devise shareable, creative campaigns, Quest has proved it can also handle very sensitive news – all with tremendous success. The feedback from previous clientele and the success of their 'Woof to wash' campaign has further established the fact that they are an effective and creative team.

    Case study

Silver winner

  • Cream Consultancy

Finalists

  • Engage Comms
  • Prohibition PR
  • Shooting Star Public Relations

Outstanding In-House Public Relations Team

Gold winner

  • Welcome to Yorkshire

    Fundamentally, this team have changed the way the world thinks of Yorkshire. They have put this region on the map and challenged all our preconceptions. A brilliant example of a thorough and well crafted campaign.

    Case study

Silver winner

  • East Coast

Finalist

  • Irwin Mitchell

Outstanding Public Relations Consultancy

Gold winner

  • Finn

    In three years, Finn has doubled its fee income by promising and delivering measurable commercial outcomes for its clients including sales up-lift, behaviour change and reputation management. With in-house specialisms covering consumer, corporate and digital, and expertise in insight, data and creative, Finn is firing on all cylinders when it come to delivering a 360° service to its clients, and proving the value of its work while they're at it. Notable about this entry is that rather than a list of staff perks, what makes them stand out as an employer is a list of behaviours and values that the team created together to guide their day-to-day work lives. A well-deserved win.

    Case study

Silver winner

  • MCG PR

Finalist

  • Manifest