Results and case studies

The winners of the PRide Awards Northern Ireland 2014 were revealed on Friday 17 October 2014 at Culloden Estate & Spa, Holywood. To view and download photos from the night, visit Harrison Photography on Flickr. Read on for the results.

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

Corporate and Business Communications Campaign

Gold winner

  • Translink
    Life's better

    This was a very strong, fun and innovative campaign that delivered against honest and brave targets. There was a clear brief, the objectives drove the business and there was an excellent use of research and planning that ensured a successful and cost effective outcome.

    Case study

Silver winner

  • Jago Communications
    Truly Empowering Communications

Finalists

  • Aiken PR
    McDonald's Litter Campaign
  • LK Communications
    The business of tourism
  • Northern Ireland Chamber of Commerce and Industry
    Growing Something Brilliant
  • Smarts Communicate and Diageo Global Travel and Middle East
    GTME: From Belfast to Beijing

Not-for-Profit Campaign

Gold winner

  • Aiken PR
    Opt for Life

    This was a very well thought out campaign that had a strong public affairs element, supported by public relations. The development of their own report that brought together a lot of information relating to organ donation helped to cut through a lot of jargon and reach out to new audiences. An excellent campaign delivered pro bono.

    Case study

Silver winner

  • Cancer Fund for Children
    Daisy Lodge Therapeutic Short Break Centre

Finalists

  • dcp strategic communication
    Launch of Here2Help Suicide Prevention App (Phase One)
  • MCE Public Relations
    Rebrand of Leukaemia and Lymphoma NI
  • Morrow Communications
    Bank of Ireland Open Farm Weekend: Food, fun and farming!

Internal Communications Campaign

Gold winner

  • Coca-Cola HBC Northern Ireland
    Liquid Communications

    A good, solid internal communications campaign that used a variety of techniques around a central theme to keep employees up to date and informed. The results were impressive with 81% of people rating the internal magazine as excellent, and 100% of people stating the campaign brought company news and activities to live. It was well planned and cost effective.

    Case study

Silver winner

  • Smarts Communicate
    GTME - Two Thumbs Up

Finalists

  • Antrim Borough Council & Newtownabbey Borough Council
    Internal Communications Campaign: 'Council 2015'
  • Diageo Northern Ireland
    'You are Made of More'
  • Morrow Communications
    Team Moy Park at the World Cup™

Community Relations Campaign

Gold winner

  • Sonya Cassidy PR
    Tellus South West - Rock Surveyors take to the Skies

    The brief and objectives were clear from the outset. The campaign sought to cover all angles with a range proactive initiatives and tools, as well as plans for any possible issues that may arise. The team were able to mitigate the main areas of potential concerns from the community by understanding the issues and putting in place suitable activities or processes. The team engaged well with the community and demonstrated a high level of stakeholder awareness and engagement.

    Case study

Silver winner

  • Serious PR
    When Tesco Met Newry

Finalist

  • Coca-Cola HBC Northern Ireland
    Coca-Cola Clean Coast Programme

Public Sector Campaign

Gold winner

  • Translink
    Life's better

    By understanding the issues and identifying their audience, the team reached the objectives set. They increased the number of people using public transport by 1.2 million. The stakeholder engagement was creative and practical and helped them to achieve excellent media coverage and shared understanding with key groups. A fun, innovative and exciting campaign.

    Case study

Silver winner

  • JPR
    Launching the Art of the Troubles Exhibition at the Ulster Museum

Finalists

  • Health and Social Care Board
    Choose Well Campaign
  • Sonya Cassidy PR
    Tellus South West - Rock Surveyors take to the Skies

Low Budget Campaign

Gold winner

  • Barnardo's NI
    Children: The Forgotten Victims of Crime

    This highly emotive campaign successfully brought home the realities of family life for the children of those in prison. Focusing on the children as the forgotten victims when family members end up in prison, this campaign combined the use of facts and stories to great effect. This campaign also managed a great mix of PR with political impact and exceeded its aims around the longevity and ongoing focus on this issue. Barnardo's took a risk with its own reputation in delivering this project but it paid off with great outcomes for all involved.

    Case study

Silver winner

  • Morrow Communications
    Drumlin Wind Energy Co-Op: Reap the Wind

Finalists

  • Clearbox Communications
    Re-inventing the wheel - the launch of Jyrobike
  • Jago Communications
    Celebrating 21 Years of the Hillsborough International Oyster Festival
  • MW Advocate in association with Children's Heartbeat Trust
    Wear Your Heart on your Sleeve Day
  • Smarts Communicate
    Bushmills Awards
  • Smarts Communicate
    Fitzwilliam Fab at 5

Best Sporting Campaign

Gold winner

  • Morrow Communications
    Moy Park – Official Sponsor of the 2014 FIFA World Cup™

    With a short timescale and a challenging remit to put client Moy Park on the map as an official World Cup sponsor, Morrow Communications established an effective strategy to 'engage', 'excite' and 'enlighten' stakeholders and consumers. The judges were particularly impressed with the creative staff-based initiatives that were delivered, as well as the high level of media coverage achieved.

    Case study

Healthcare Campaign

Gold winner

  • JPR
    Launching the Firefly Upsee

    This campaign captured the person behind the product through creative and emotive use of real life stories. These stories captured the imagination of a variety of media channels throughout the world: a great achievement in a world where health stories often dominate the news for the wrong reasons. The judges were impressed with the specific objectives and the way in which the agency not only met but exceeded these. The outcomes not only met the client expectations but helped shift perceptions of those using the Firefly Upsee.

    Case study

Silver winner

  • ASG PR
    Let's take on Childhood Obesity...one small step at a time

Finalists

  • Cancer Focus Northern Ireland
    Youth Stop Smoking Support Service
  • Health and Social Care Board
    Choose Well Campaign
  • Patient and Client Council
    Access to GP Services in Northern Ireland

Consumer Relations Campaign

Gold winner

  • Smarts Communicate
    Kingsmill launches Great White Loaf

    Smarts Communicate delivered a highly impressive campaign due to its creativity and innovation – it takes a lot to make white bread standout, yet Smarts Communicate was able to do just that. By 'creating the unexpected' in a competitive brand category, Smarts Communicate delivered exceptional results with a clear return on investment.

    Case study

Silver winner

  • Aiken PR
    Translink Life's Better

Finalists

  • Aiken PR
    Baileys Chocolat Luxe
  • ASG PR
    'Absolutely Faughan-tastic' - Discover Rural Derry'
  • Morrow Communications
    George at Asda... From Checkout to Catwalk!
  • Smarts Communicate
    Bushmills Live

Best Use of Media Relations

Gold winner

  • Jago Communications
    Bringing Scotland Home to Northern Ireland

    An impressive campaign with strong research that led to clear, measurable objectives and a well-themed strategy. Jago Communications achieved excellent media results for its client by using a wide range of creative media relations tactics, which ultimately met key business objectives for Visit Scotland by helping to increase the number of tourists visiting from Northern Ireland.

    Case study

Silver winner

  • Rumour Mill PR
    Michael Chandler Estate Agents - more than just a for sale board

Finalists

  • Aiken PR
    The Launch of BT Sport
  • JPR
    Fall and Rise of Kilkeel: How a Dying Fishing Port is Being Resurrected
  • Northern Ireland Chamber of Commerce and Industry
    Growing Something Brilliant
  • Smarts Communicate
    Bushmills Live

Integrated Campaign

Gold winner

  • Belfast City Council
    Inner-City Recycling Scheme

    Belfast City Council scored highly across the board with this well-crafted and truly integrated campaign. The judges were impressed by the level of research that went into the project and the myriad of communication tools used to deliver a clear message to the target audience. Beyond this, the exceptional results and cost effectiveness of this campaign make it a well-deserved winner.

    Case study

Silver winner

  • MCE Public Relations
    The Great Ulster Pub Week

Finalists

  • Aiken PR
    Translink Life's Better Launch
  • Jago Communications
    Winds of Change
  • Smarts Communicate
    Bushmills Live 2014
  • Smarts Communicate
    Showcasing the 'Harp side' of Northern Ireland

Best Use of Social Media

Gold winner

  • Smarts Communicate
    Diageo Bar Academy

    The judges were impressed with the clear thought and planning that went into this campaign, combined with the outstanding results that were achieved. Smarts Communicate was set a difficult challenge with equally demanding objectives. Solid research combined with clever and well thought out content demonstrated a real understanding of the audience, enabling Smarts Communicate to not only achieve, but surpass its outlined objectives.

    Case study

Silver winner

  • Belfast City Council
    Belfast's Next Top Doggie

Finalists

  • Clearbox Communications
    Re-launching Malone Lodge - pyjama party
  • Smarts Communicate
    Bushmills Live
  • Translink
    Translink Life's Better

Best External Publication

Gold winner

  • Ulster Rugby
    Beyond the game

    Following a review, Ulster Rugby decided to reinvigorate their match programme. As well as resulting in a new publication that was modern and appealing in its design, the new publication was also able to increase effective engagement with fans. The judges were particularly impressed by the way the programme has since helped to drive a range of commercial initiatives for the team, including extra sales of season tickets.

    Case study

Silver winner

  • Belfast City Council
    City Matters

Finalists

  • Newtownabbey Borough Council
    Source
  • NIACRO
    NIACRO News

Best Internal Publication

Gold winner

  • Coca-Cola HBC Northern Ireland
    Liquid News

    The judges found this entry deserving of a Gold award due to the publication's high level of ongoing staff engagement, real depth of understanding of its target audiences, and ability to respond to feedback. It is an internal publication that has clearly become a key business tool in the way that it is able to inform and inspire staff across the board.

    Case study

Silver winner

  • Belfast City Council
    intercom

Finalist

  • Henderson Group
    Staff Matters

Best Use of Digital

Gold winner

  • Belfast City Council
    Belfast local election 2014

    Belfast City Council seem to have achieved almost the unachievable with this campaign, by increasing engagement with local elections. As simple as it was effective, the team was able to create a real buzz around the elections by ensuring real time information and results were available through a wide range of digital channels by using strong planning methods and well-timed activity.

    Case study

Silver winner

  • Ulster Rugby
    Inspire, motivate, reward

Finalist

  • Smarts Communicate
    Bushmills Live 2014

Best Event

Gold winner

  • Smarts Communicate
    Bushmills Live 2014

    The judges were extremely impressed by this creative and well-delivered event for Bushmills Irish Whiskey. Utilising the brand's heritage attributes, Smarts Communicate developed a music festival concept that created a real connection between the consumers and the product. Supported by a wide range of strategic media relations, social media promotion and multimedia activity, the event succeeded in growing brand affinity for Bushmills.

    Case study

Silver winner

  • Jago Communications
    The Road to Homecoming 2014 Event Series

Finalists

  • Harriott Communications
    Springboard - Celebrating peace, young people and 21 yrs
  • JPR
    Belfast Telegraph Sports Awards 2014
  • LK Communications
    Get your motor running
  • MW Advocate in association with Northern Ireland Chamber of Commerce
    TechXplore

Public Affairs Campaign

Gold winner

  • Aiken PR
    Opt for Life

    This entry took Public Affairs beyond the brief, using a personal experience to change policy in an area that has long caused debate. The judges were very impressed with the cross party political buy in the campaign managed to achieve, as well as the kudos gained via the BMA and using sport as a lever into mainstream society. Outcomes do not come much greater than saving lives, which is what this campaign achieved directly through the increase in donors through family members. The icing on the cake is that the entire campaign was delivered on a pro bono basis.

    Case study

Silver winner

  • Include Youth
    Blow Your Socks Off

Finalists

  • JPR
    Convincing the NI Government that HMS Caroline is Worth Saving
  • MCE Public Relations
    Knocking out Sectarianism and Racism in Boxing in Northern Ireland
  • MW Advocate with Children's Heartbeat Trust
    Hands up for Heart Surgery
  • Patient and Client Council
    The Painful Truth

Corporate Social Responsibility Campaign

Gold winner

  • Coca-Cola HBC Northern Ireland
    Refreshing Responsibly

    The organisation's ambitious CSR objectives were not only met, but exceeded due to an impressive programme of activity that used employee engagement at its heart to help ensure involvement and empowerment through the organisation. Ultimately, the community was able to benefit, not only through charitable funds but through a range of societal improvement campaigns. The judges were very impressed with this worthy Gold winner.

    Case study

Silver winner

  • George Best Belfast City Airport
    The Community Fund £100K Milestone

Finalists

  • Jago Communications
    Delivering Rural Support
  • Morrow Communications
    Moy Park - Food with Thought
  • PR Team: Belfast Telegraph, Pure Running, End House Communications, JPR and Left Field
    Belfast Telegraph Runher Event

Best Use of Photography or Design

Gold winner

  • Belfast City Council
    Belfast Zoo Campaign

    Excellent research and a creative and eye-catching hark back to a nostalgic time meant this 80th anniversary campaign for Belfast Zoo was a clear winner for the judges. Using animal character development to drive the designs has helped to reinvigorate this visitor attraction and increase brand awareness amongst consumers during a special celebration year for the zoo.

    Case study

Silver winner

  • Smarts Communicate
    Ulster Rugby 16th Man

Finalists

  • Aiken PR
    Translink Life's Better
  • Jago Communications
    Scotland in the Frame in NI
  • LK Communications
    Snap happy at Rushmere
  • Smarts Communicate
    The World's Largest Whiskey Barrel Headphones

Outstanding Freelance Practitioner

Gold winner

  • Chris Love FCIPR
    Love PR

    Chris shows a clear range of successes and results for his clients, as well as a passion for the industry, and a commitment to ongoing development and professional practice. His clients clearly value his vision and creativity, and he has recently helped charity Mencap to raise its game in terms of its fundraising events as part of his pro-bono commitments. He continues to achieve with ongoing growth in his client base and a clear focus on particular sectors.

    Case study

Finalist

  • Samantha Livingstone MCIPR
    Rumour Mill PR

Outstanding Young Communicator

Gold winner

  • Gemma Bell MCIPR
    Diageo

    Gemma lives and breathes Diageo and she is passionate about what she does. For a young woman and a single mother, she seems to balances work and personal life to perfection. She is also making a positive impact in a global company. Her campaigns give a shining light to the brands she represents. Any challenge is no problem for Gemma.

    Case study

Finalists

  • Jane Williams MCIPR
    JPR
  • Sarah Monahan MCIPR
    ASG PR

Outstanding Small Consultancy

Gold winner

  • Jago Communications

    Jago Communications demonstrate strong business objectives and analysis of growth. Their campaign example highlighted their ability to think outside the box with a refreshing approach to PR. They possess the winning combination of strategic and creative thinking, with a caring approach to their staff and CSR.

    Case study

Silver winner

  • Serious PR

Finalists

  • Birdsong Communications
  • Massive PR
  • MW Advocate

Outstanding In-House Public Relations Team

Gold winner

  • Ulster Rugby

    The passion for their business shines through Ulster Rugby's entry, which included solid examples of how excellent communications can deliver clear business growth. The judges particularly liked the emphasis the team have put on growing their online communities and the creative ways they have found to engage with them.

    Case study

Silver winner

  • Belfast City Council

Finalists

  • BBC Northern Ireland
  • Coca-Cola HBC Northern Ireland
  • Department for Employment and Learning
  • Newtownabbey Borough Council

Outstanding Public Relations Consultancy

Gold Winner

  • Smarts Communicate

    Smarts Communicate has aspirations for global dominance delivering services to FMCG companies, and why shouldn't they when in the past three years they've shifted revenue streams from 80% local to 62% global. To deliver their services, Smarts Communicate has moved away from a traditional account team structure and developed a model where clients have full access to all the specialisms the consultancy has to offer. Smarts has understood where it is important to expand their service offering and established an in-house film unit including editing, animation and post-production, which has driven significant revenues. It's clear from the entry that Smarts' people are their strength, and the consultancy has created the type of working environment that's going to attract and retain the best people.

    Case study

Silver winner

  • Serious PR

Finalist

  • Aiken PR

Best use of Research, Planning, Measurement and Evaluation

Winner

  • Smarts Communicate
    Bushmills Live 2014

    Effective target audience research was used to help inform their creative idea. Clear and measurable objectives were set and the outcomes and outputs were clearly related back.

    Case study