Results and case studies

We're thrilled to announce the results of the CIPR North West PRide Awards 2016. Click on the links below to view the wining entries.

To view photographs from the night, visit the Steve Pope Photography website and do the following:

  1. Click on the 'Batch Download' link (right-hand side of page).
    A window pops up prompting for a password.
  2. Enter password: "PRide" (case sensitive).
  3. Select which images you wish to download.

Read on for the full results.

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

Corporate and Business Communications Campaign

Gold winner:

  • JAMpr
    #MakeTheTeam

    This is a bold, highly creative campaign that uses insight, research and planning to deliver successful outcomes. The campaign exceeded its objectives to encourage businesses and employees to support this initiative. Using creative platforms that appealed to anyone working in a business, the team at JAMpr successfully delivered this campaign using quirky tactics and traditional methods.

    Case study

Silver winner:

  • Refresh PR
    Food Porn Awards

Finalists:

  • Cameron Wells Communications
    Fleets ahead: TomTom Telematics
  • Co-op
    A different kind of apprenticeship
  • Irwin Mitchell
    UK Powerhouse
  • Refresh PR
    Heating Installer of the Year Awards

Internal Communications Campaign

Gold winner:

  • Community Integrated Care
    Launch of Click in the Cloud

    A successful internal communications campaign, grounded in strong research and planning from the start, included clear measurable objectives. A comprehensive multi-channel set of tactics engaged staff and results exceeded expectations. Segmenting audiences and tailoring messages to each is a great example of good practice. This campaign clearly delivered the desired cultural change within the organisation.

    Case study

Silver winner:

  • Rolls-Royce / Marick
    WoW

Finalist:

  • East Lancashire Hospitals NHS Trust
    Be a Flu Fighter - Staff Flu Campaign

Consumer Relations Campaign

Gold winner:

  • Weber Shandwick Manchester
    The Mamia Parent Chat

    A very impressive, well-researched campaign that targeted mums at the time when most of them were engaged with social media - in the middle of the night! Good use of tactics was clearly demonstrated, recruiting a Parent Panel of new and expectant parents who could act as a real parent voice for the brand. Activity resulted in huge spikes in engagement on social media and a 175% increase in media coverage and, most importantly, volume share has increased and Aldi's Mamia brand is now the UK's number one own label nappy for the first time. An excellent campaign and a stand out winner.

    Case study

Silver winner:

  • KRPR with Fat Media
    Pork Farms Board Games Championship

Finalists:

  • Intelligent Conversation and United Utilities
    What Not to Flush: Christmas, Confessions and Classrooms
  • Jacamo (N Brown Group)
    Do the #Hakarena
  • Kellogg's/Taylor Herring
    Special K Summer Relaunch with Tess Daly
  • Smoking Gun PR
    Silentnight - The Sleep Expert

Public Sector Campaign

Gold winner:

  • GMHSC Partnership
    Taking Charge Together in Greater Manchester

    The devolution agenda is still very new and therefore, public awareness of the concepts introduced is limited. The team made good use of both offline and online channels, to raise awareness for the partnership. The ability to achieve this level of partnership working is significant and deserves to be recognised.

    Case study

Silver winner:

  • Peppermint Soda
    Let's Adopt - Once Upon a Family

Community Relations Campaign

Gold winner:

  • Democracy
    Birds, Bats and Bugs

    A solid campaign, driven around achieving regional engagement amongst local schools and families. On site research was used to create a talking point for media and the campaign objectives were achieved within a tight budget. The creation of an online education hub was an interesting tactic and events were designed to inspire and entertain. Overall, a great community relations campaign.

    Case study

Silver winner:

  • NuGeneration and Marick
    Green Grants

Finalists:

  • Community Integrated Care
    EachStep Blackburn - Creating Britain's most community-focused dementia care home
  • Havas PR UK
    Danone Nations Cup - Bringing Communities Together
  • JAMpr
    Cycling Scouser
  • Social Communications
    Driving community engagement for Leeds Skelton Lake

Not-for-Profit Campaign

Gold winner:

  • Peppermint Soda
    Let's Adopt - Once Upon a Family

    The success of this impressive campaign was built on strong research, planning and community engagement. It was ambitious and delivered great results at low cost. Real life story telling made this a stand out campaign as it touched the hearts of people across the region and journalists alike. Well done all!

    Case study

Silver winner:

  • Viva
    1200 Lights

Finalists:

  • Catapult PR
    'Count Me In'
  • JAMpr
    Cycling Scouser
  • MC2 Manchester
    Business Heavyweights
  • PR Agency One
    A World of Good: Establishing Central YMCA as Voice of Authority on Young People's Issues

Healthcare Campaign

Gold winner:

  • PR Agency One
    PushDoctor.co.uk - Last Night a PC Saved My Life

    The judges were highly impressed by the extensive research undertaken by the agency to confirm the speculation that exists around how many people self-diagnose on health matters. This data was then used to produce an illuminating special report, which, thanks to the new findings, helped it to achieve significant broadcast, print and online media coverage. Particularly impressive was the fact that the PR activity helped PushDoctor.co.uk secure a multi-million dollar investment for the development of its app.

    Case study

Silver winner:

  • Democracy
    Making Noise Around the Silent Killer

Finalists:

  • Omnicell UK&I
    Adherence: Let's Take Care Of It
  • Scarlet Design & University Hospitals of Morecambe Bay NHS Foundation Trust (UHMBT)
    Maternity Matters in Morecambe Bay - Making our maternity services the best they can be

Integrated Campaign

Gold winner:

  • Cameron Wells Communications / Willis PMI Group
    Superfoods lead nurturing

    Clever use of creatives brought this campaign to life, with a topical subject matter made relevant to the target audiences. This entry showcased meticulous planning, using clearly articulated personas. They demonstrated good integration of channels, delivering useful assets for content marketing. Overall, a demonstrable and creative cost-effective campaign against a relatively limited budget.

    Case study

Silver winner:

  • JAMpr
    #MakeTheTeam

Finalists:

  • Manchester Airport (MAN)
    Bringing Hainan Airlines to the UK
  • McCann Manchester
    Retail Roles for the Future - An Integrated Recruitment Campaign Like No Other
  • Skout
    Journey to the Cloud
  • Stein IAS
    Trelleborg Marine Systems - Rubber Fenders: Mixing it up

Low Budget Campaign

Gold winner:

  • JAMpr
    Talking to Tradies

    This was an innovative campaign with a niche target group in the face of strong competition. Strong research and targeting delivered a successful, engaging and creative campaign. It also created a database of bloggers that could deliver future activity. All in all, this campaign delivered impressive results on a shoestring, including great social media engagement with leading tradespeople and celebrities.

    Case study

Silver winner:

  • Viva
    1200 Lights

Finalists:

  • Boxed Off Communications
    Launching Mattel Play! Liverpool
  • Healthier Futures
    Smokefree Summer initiative - creating smokefree family-friendly events and spaces
  • Kellogg's
    Queen Flakes
  • PR Agency One
    The Candidate - Women in digital: a study into gender representation

STEM Campaign

Gold winner:

  • Trelleborg Marine Systems
    Lobbying for change in fender guidelines

    This campaign highlighted the need for updated industry guidelines. It raised awareness of the importance of fender quality, as opposed to low cost alternatives. The PR strategy was devised to ensure not only an improvement in current industry practice, but achieved an impressive £20 of return on investment for every £1 spent.

    Case study

Silver winner:

  • Skout
    Journey to the Cloud

Finalists:

  • Freshfield
    Bringing the Northern Robotics Network to Life
  • PR Agency One
    Apadmi - Killer content creation for quality lead generation
  • PR Agency One
    PushDoctor.co.uk - Last Night A PC Saved My Life

Arts, Culture or Sport Campaign

Gold winner:

  • Fido PR
    Getting to the eye of the Shakespeare400 storm

    Fido PR placed Shakespeare's Schoolroom and Guildhall firmly on the global cultural stage, thanks to a comprehensive campaign that used social media, press, community engagement and storytelling effectively. Their hard work and creativity led to visitor numbers that greatly exceeded expectations and the whole project was delivered on a shoestring budget, representing excellent value for money.

    Case study

Education Communications Campaign

Gold winner:

  • MC2 Manchester
    Tootoot

    This was a really good demonstration of how to achieve credible outputs against a tiny budget. The overall strategy demonstrates how reach can be maximised to achieve results. The campaign demonstrated tangible outputs, not only in terms of the reach, but for the number of downloads by schools. This campaign clearly needed careful planning and logistics.

    Case study

Silver winner:

  • NuGeneration and Marick
    NuGen Bright Sparks

Best Use of Media Relations

Gold winner:

  • Smoking Gun PR
    Silentnight - The Sleep Expert

    This campaign made impressive use of digital and traditional media channels to position Silentnight as the go-to expert on the nation's sleep habits. By monitoring the daily news agenda and establishing successful research partnerships, the team were able to capitalise on several live opportunities to secure meaningful, high volume coverage for its brand and communicate all its key messages.

    Case study

Silver winner:

  • Co-op Food
    Mispronunciation: How do you pronounce......?

Finalists:

  • Co-op
    Co-op Spookermarket haunts the nation
  • Manchester Airport (MAN)
    Bringing Hainan Airlines to the UK
  • PR Agency One
    PushDoctor.co.uk - Last Night a PC Saved My Life
  • Rich Media
    Save our School Bus - SOS Trafford

Best Use of Digital

Gold winner:

  • Manc Frank
    #MorningCheats

    The use of diverse media channels demonstrated how this campaign engaged different audiences with tailored, creative content and, in turn, the campaign was optimised to achieve maximum share of voice. Social media demonstrated a significant increase of 433% reach on the previous six months and millions of views for the campaign videos. Clever and creative. Well done!

    Case study

Silver winner:

  • Weber Shandwick Manchester
    Jean's Speech

Finalists:

  • Democracy
    No Whey! Making High Protein Peanut Butter a Supermarket Staple
  • Democracy
    Print What Matters
  • Intelligent Conversation and Synectics
    White paper, right approach
  • Outwrite PR
    Securing a hot reputation online

Best Use of Social Media

Gold winner:

  • JAMpr
    Talking to Tradies

    This campaign is a perfect example of how it is possible to achieve more impressive results than your larger competitors with a smaller budget but more imaginative, varied content ideas. JAMpr has shown how, by creating genuine dialogue with your customers, rather than simply talking at them, you can create much higher, more meaningful levels of engagement. An impressive campaign.

    Case study

Silver winner:

  • Manc Frank
    #MorningCheats

Finalists:

  • Democracy
    No Whey! Making High Protein Peanut Butter a Supermarket Staple
  • Rumpus PR
    Perfectly Clear Flavoured Water - The 'No S**** Science' Campaign
  • Weber Shandwick Manchester
    Harnessing the 'Original' in Original Source
  • Weber Shandwick Manchester
    Jean's Speech

Best Use of Photography or Design

Gold winner:

  • Co-op
    Breaking the taboo

    This was a highly creative campaign that used some innovative and quirky themes, alongside high impact photography, that prompted the media to look at death differently. The campaign broke taboos in an interesting way and helped to drive engagement with the industry. The campaign demonstrated good research and planning from the outset which led to impressive business growth and changing perceptions of the funeral sector.

    Case study

Silver winner:

  • Kellogg's
    Ancient Legends Launch

Best Publication

Gold winner:

  • Cheshire and Wirral Partnership NHS Foundation Trust
    CWP Life

    The comprehensive approach to research and planning, including good audience insight, made this the clear winner. Working with focus groups to co-create the format and content led to great engagement across this NHS Trust. Real time feedback to refine the approach throughout the publication development is a great example of good practice. There were great testimonials and a simple, clear and engaging design.

    Case study

Silver winner:

  • East Lancashire Hospitals NHS Trust
    Compassionate Care - A Series of Patient Stories

Finalists:

  • Carousel PR
    Woking Shopping and Woking TV
  • Mersey Care NHS Foundation Trust
    MC Magazine
  • Pelican Communications & BFFF
    Reloading the Bulletin
  • Smoking Gun PR
    It pays to play - the launch of BrightHR

Best Event

Gold winner:

  • Manchester Airport (MAN)
    Manchester Airport Welcomes The Chinese President

    This was clearly a great opportunity for Manchester Airport. The campaign demonstrates solid use of public affairs to affect positive change for the region. With just two weeks confirmation, the team's ability to plan and execute an event of this magnitude is extremely impressive and is already showing demonstrable results. The judges were very impressed with the scale and ambition displayed. This was reflected in the calibre of attendees and digital footprint of the campaign.

    Case study

Silver winner:

  • Havas PR UK
    The 'Nappuccino'

Finalists:

  • Batchelors Peas
    Batchelors Mushy Peas Scores a Try
  • Co-op
    The Co-op Christmas Press Show
  • N Brown Group
    JD Williams' Fifty Plus Fashion Week
  • Trelleborg Offshore
    The Next Level

Issues or Crisis Management

Gold winner:

  • Electricity North West
    Battling the storm

    This campaign is a solid example of best practice in crisis communications. The team set clear, measurable objectives from the start and demonstrated good planning and tactics which were firmly aligned to strategy. There were also some good examples of creativity, including the use of infographics to convey important messages, simply and with impact.

    Case study

Silver winner:

  • Cumbria County Council
    Cumbria Floods 2015/16

Outstanding In-House Public Relations Team

Gold winner:

  • Electricity North West

    This entry was an excellent example of a small team which is working with clear direction and objectives; where the in-house team is integrated with the overall business objectives. The team is fully supported through CPD and demonstrate a strong commitment to professionalism. The example campaign covering the aftermath of Storm Desmond shows the importance a well-oiled team has in protecting reputation and engaging clearly and directly with customers and stakeholders. A well deserved winning team.

    Case study

Silver winner:

  • The University of Manchester

Finalists:

  • Cumbria County Council
  • Kellogg's
  • Manchester Airport (MAN)
  • N Brown Group

Outstanding Small Public Relations Consultancy

Gold winner:

  • Viva

    Lancashire-based Viva have taken a firm decision to move away from clippings to more solid reporting measures including agreed client KPIs. This rigour clearly suits clients as their growth path shows. Of particular note at Viva is the emphasis on team development. The judges were impressed that every member of the team has signed up for an industry qualification, supplemented by an internal training programme. They also have a paid internship scheme. A worthy winner.

    Case study

Silver winner:

  • Petal & Co.

Finalists:

  • MTJ Associates
  • No Brainer
  • Refresh PR
  • Social Communications

Outstanding Public Relations Consultancy

Gold winner:

  • PR Agency One

    This clearly presented entry showcased the achievements, talents and focus of this Manchester-based consultancy, which takes evaluation of its work, client servicing and staff development seriously. The judges were impressed with both its campaign and its strong business strategy, which is clearly paying dividends.

    Case study

Silver winner:

  • Intelligent Conversation

Finalists:

  • Avant PR
  • Manc Frank
  • MC2 Manchester
  • Peppermint Soda