Scotland

Below are the 2012 PRide Awards results in 24 categories for the CIPR Scotland Group.

Event photos from the night available from John Linton Photography.

Access code: CIPR and Password: 2012

Corporate and Business Communications

Gold winner

  • Grayling / Lloyds Bank Corporate Markets
    Oil & Gas: Rising Fortunes

    A challenging brief in a difficult time financially and politically, this campaign still managed to deliver on its objectives. The creation of the research report not only led to high media and trade impact, but also engaged members of the Scottish Parliament, thus ensuring a high profile for the client, its aims and its objectives.

    Corporate and Business Communications: Case study

Silver winner

  • Grayling / Ecebs
    The Ecebs Smart Audit

Finalists

  • Denvir Marketing
    How a PR strategy launched and positioned a company as 'Packaging Company of the Year' in just eleven months.
  • VisitScotland
    The Winning Years
  • Weber Shandwick Scotland
    Weaving Corporate Magic

Not-for-Profit

Gold winner

  • Shelter Scotland
    No Room at the Inn for Scotland's Homeless Children

    This campaign set out to put the spotlight on the plight of thousands of homeless children living in damp, cold and sometimes dangerous temporary accommodation. The No Room at the Inn policy-led campaign called on the Scottish Government to introduce guidance on standards in temporary accommodation. This was a solid campaign with clear objectives. The output and outcomes were impressive and included the Housing Minister Keith Brown MSP saying: "we will do all we can to respond positively and speedily to the needs of those our midst who are facing homelessness."

    Not-for-Profit: Case study

Silver winner

  • CM Porter Novelli
    St Andrew's First Aid Caped CrusAiders

Finalists

  • Royal Zoological Society of Scotland
    Panda Breeding Season - How Edinburgh Zoo got the world following the 'will they won't they story' of two giant pandas
  • Smarts
    Bikeability Scotland - Call for volunteers
  • Prostate Cancer UK
    Prostate Cancer Awareness Month 2012
  • Tricker PR
    Deer oh Deer - Venison Ice Cream - Whatever Next?

Internal Communications

Gold winner

  • Scottish Enterprise
    Becoming a Great Place to Work

    This was a highly strategic and well thought through campaign, starting with insightful research and developing campaigns and tactics that addressed the diversity and complexity of the organisation. At every stage in the process the campaign created engaging and inspiring tactics which informed and updated colleagues on progress. The campaign also provided invaluable insight for future campaigns and employee engagement. This was a great example of how much can be achieved with a small budget and lots of enthusiasm.

    Internal Communications: Case study

Silver winner

  • Scottish Government
    Raising our ambition

Finalists

  • Fife Council, Communications
    Intouch with Social Work
  • RBS
    RBS UK Retail - Celebrating Helpful Banking Heroes
  • RBS
    RBS Connections
  • Scottish Borders Council Environmental Awareness Project Team
    TREADlightly Campaign

Community Relations

Gold winner

  • Consolidated PR & The Scottish Government
    My Marriage, My Prison

    This campaign set out to ensure that at-risk audiences were made aware of new legislation regarding forced marriages. Impressive tactics included a wedding dress tour, taking messages from those with experience of forced marriages to young audiences. The success of this campaign is evident with the inaugural issue of a Forced Marriage Protection Order in April; just four months after the legislation took effect, where a woman became the first person in Scotland to take out an order to protect herself from being forced to marry against her will.

    Consumer Relations: Case study

Silver winner

  • National Autistic Society (NAS) Scotland
    Scotland's emergency services: Get Autism Alert

Finalists

  • Amey
    Keeping North Lanarkshire moving
  • Grayling / Network Rail
    Phase 1 consultation Edinburgh Glasgow Improvement Project (EGIP)
  • The Eden Project
    The Big Lunch Scotland 2012

Public Sector

Gold winner

  • NHS Greater Glasgow and Clyde
    Standing Together Against Homophobia

    Working to a small budget, NHS Greater Glasgow and Clyde has not only created a campaign which met its objectives, but is one that has been adopted by neighbouring health boards in Scotland. The campaign engaged patients and staff at every level throughout to change the culture of the organisation and raise greater awareness of homophobia as a form of discrimination.

    Public Sector: Case study

Silver winner

  • Scottish Enterprise
    Driving growth in Scotland's renewables sector

Finalists

  • Consolidated PR & The Scottish Government
    The Gift Of Life
  • Stripe Communications & Scottish Government
    Resilience - Ready For Winter
  • Student Loans Company's 'Apply Now' campaign
    Best Public Sector Campaign
  • The General Teaching Council for Scotland
    An Independent GTC Scotland

Best Campaign £10,000 and Under

Gold winner

  • Union Square / Grayling
    The Summer Hub

    This was an inspiring and creative campaign that maximised a city centre location and combined it with social media tools to engage with thousands of local young people. The Summer Hub provided Union Square with a unique opportunity for young people within the community, reaffirming its role in the local community. It engaged key audiences, including teenagers, parents, local schools and the media, with an exceptional response from all involved, generating high levels of media coverage and social media engagement.

    Best Campaign £10,000 and Under: Case study

Silver winner

  • 3x1 Public Relations
    Scottish Baby and Toddler Show

Finalists

  • Consolidated PR
    Women Offenders
  • Grayling / Ecebs
    The Ecebs Smart Audit
  • Grayling / Lloyds Bank corporate markets
    Oil & Gas: Rising Fortunes
  • Pagoda Public Relations
    Waitrose: winning minds... then hearts

Best Sporting Campaign

Gold winner

  • Holyrood Partnership
    U.S. Kids Golf European Championships- Junior Golf Tees Off In the Media

    This was a solid campaign which achieved its objectives to engage children in golf and increase entries into the competition, increasing exposure and presenting a positive position for an established event. The organisers had a low budget to work with and a wide target audience, but managed to make every penny count in traditional and social media outlets.

    Best Sporting Campaign: Case study

Silver winner

  • Scottish Government PR and international marketing
    The Scottish Communities League Cup - promoting Respect, Responsibility and Tolerance through football

Finalists

  • Aberdeen Asset Management and Tricker PR
    Aberdeen Asset Management Universities Boat Race
  • North and South Lanarkshire Councils
    International Children's Games

Healthcare

Gold winner

  • Stripe Communications & Scottish Government
    Alcohol Behaviour Change 2011/12

    This was a strong campaign, aimed at a very clearly-defined target audience, which produced good results. The well-defined strategic approach generated significant positive coverage in a sensitive healthcare area. It successfully brought in wider ambassadors, including from other organisations, and harnessed traditional and social media to highlight the campaign further. The evaluation process clearly showed how the campaign's objectives were met.

    Healthcare: Case study

Silver winner

  • NHS Ayrshire & Arran
    Gleam - Embrace!

Finalists

  • British Heart Foundation Scotland
    Hands-only CPR
  • NHS Education for Scotland, Alzheimer Scotland, Scottish Social Services Council, Scottish Government
    Informed about Dementia

Consumer Relations

Gold winner

  • 3x1 Public Relations
    Garner's - PR in a Pickle

    This was a creative campaign for a niche, rarely-promoted product, which clearly delivered on measurable targets. It successfully engaged print media and radio to promote the campaign, centred on National Pickled Onion Lovers Day, which created a focus for media activity. The campaign was well-planned and executed, and the objectives of increasing sales were clearly achieved.

    Consumer Relations: Case study

Silver winner

  • Stripe Communications
    Nairn's Oatcakes: Naturally Energising

Finalists

  • 3x1 Public Relations
    Driven to Success
  • CM Porter Novelli
    Welcome to Scotland App Launch
  • The Big Partnership & The Edrington Group
    The Grouse Trail

Best Use of Media Relations

Gold winner

  • Consolidated PR & The Scottish Government
    The Gift Of LIfe

    Outstanding measurement was the feature of this campaign. It clearly delivered an increase in donor numbers in a tight timescale, and could attribute exactly what proportion of that increase was down to media relations. Despite the emotive subject matter of the campaign, it featured strong creativity, an excellent link with a key newspaper, with strong celebrity backing and high levels of coverage.

    Best Use of Media Relations: Case study

Silver winner

  • Weber Shandwick Scotland
    Eats, shoots and arrives. Giant pandas come to Scotland.

Finalist

  • Consolidated PR
    Women Offenders
  • Grayling / Pelamis
    Snake Seeks Ladder
  • The PR Company
    Half A Billion Can't Believe It's Deep Fried Butter!
  • Tricker PR
    Deer oh Deer - Venison Ice Cream - Whatever Next?

Integrated Communications

Gold winner

  • Midlothian Council
    Local carers for local kids

    This clearly targeted campaign utilised its own, in-depth research to illustrate and communicate the key issues. As well as promoting the campaign to the public, Council staff were kept engaged and informed throughout, enabling them to become ambassadors for the campaign. The tactics were appropriate for the target audience and produced good outcomes within a tight budget.

    Integrated Communications: Case study

Silver winner

  • Wave PR / East Kilbride Shopping Centre
    Stars of Service

Finalists

  • Matthews Marketing
    Robert Burns
  • Royal Mail
    Christmas Is Our Time
  • The Big Partnership & The Edrington Group
    The Famous Grouse, 30 years at number 1
  • VisitScotland
    VisitScotland - Surprise Yourself

Best Use of Social Media

Gold winner

  • Smarts
    Bikeability Scotland - Call for volunteers

    Smarts' approach of using high-profile brand ambassadors, together with social media pointers to a dedicated web site to allow volunteers to sign up in their own time, allowed Bikeability Scotland to easily achieve their targets. This campaign had very specific objectives and the creative approach generated fantastic results, recruiting volunteers to support this family- and community-targeted initiative.

    Best Use of Social Media: Case study

Silver winner

  • VisitScotland
    Year of Creative Scotland Photo Competition

Finalists

  • Grayling / Union Square
    The Summer Hub
  • Scottish Borders Council
    SBC Election Gets Social
  • Student Loans Company
    Best Use Of Social Media

External Publication

Gold winner

  • Think
    Escape, First Great Western

    First Great Western had an established customer magazine which needed a revamp. Think, who was tasked with creating a new on-board magazine, created a really original and interesting read for Great Western passengers. 'Escape' incorporates the use of great photography alongside interesting articles, which vary in length to make this a real consumer magazine. It is not cheesy or corporate, but fulfils the brief of encouraging a wide range of travellers to travel again. Objectives were clear and results show they have been met. All this and a masthead that can be read from the other end of the carriage - priceless!

    External Publication: Case study

Silver winner

  • SYHA Hostelling Scotland
    SYHA Hostelling Scotland: Scottish Hosteller Magazine

Finalists

  • NHS Ayrshire & Arran
    Healthwise
  • Scottish Borders Council
    Communications connecting communities
  • VisitScotland
    Scotland's Stellar Spectacular: A Guide to the UK's first Dark Sky Park
  • Weber Shandwick / NHS Education for Scotland
    Significant Event Analysis - To err is human ...
  • Weber Shandwick Scotland
    MODH Magazine

Internal Publication

Gold winner

  • West Dunbartonshire Council
    Talk Newspaper

    Despite staff telling them they didn't like the newsletter and that it should be canned, West Dunbartonshire Council decided to revamp and relaunch the publication. The resulting publication 'Talk' is interesting, engaging and has captured staff's attention. Some clever touches such as the inclusion of a greater number of staff and their stories, competitions and QR codes show that this publication is bang up to date and is for the staff not the organization. Production costs have been reduced and staff writing content for the publication have benefitted from attending a training course.

    Internal Publication: Case study

Silver winner

  • Audit Scotland
    Abacus

Best Digital Campaign

Gold winner

  • 3x1 Public Relations
    Garner's - PR in a Pickle

    Pickled onion producer, Garner's, challenged 3x1 to re-launch the brand through its new website pickleonionlovers.com. 3x1 developed excellent creative ideas, which were well executed over a period of six months and leading up to a core Christmas campaign. Bloggers were targeted, which was a clever way to get independent ambassadors to champion the brand. This was an engaging campaign that stood out for its imaginative approach to the client's brief and harnessed the power of digital media. The campaign was so successful that the number of new consumers added to the database exceeded the original target by 50%.

    Best Digital Campaign: Case study

Silver winner

  • Stripe Communications & Scottish Government
    Scotland The World Over

Finalist

  • North and South Lanarkshire Councils
    International Children's Games

Best Event

Gold winner

  • Wave PR / East Kilbride Shopping Centre
    Stars of Service

    The challenge facing the Wave team was to help East Kilbridge Shopping Centre arrest footfall and sales decline, stabilising both to 2010 rates. Their imaginative approach to engaging shoppers in a Customer Choice Award was a great example of how they expanded an existing programme and made it relevant today through the use of social media in particular. It proves their creative ability to work with existing programmes and that reinventing the wheel every time is not necessary. Creating an event incorporating a fashion show and champagne reception for shoppers, with celebrity hosts, really helped build brand. But most importantly, the results were excellent - August sales increased, and were well above the annual average, and the stores who were finalists in the awards saw a sales increase. With a very limited budget, Wave delivered great return on investment for their client.

    Best Event: Case study

Silver winner

  • Denvir Marketing
    Tesco Taste NI: Northern Ireland's biggest and best consumer food and drink event

Finalist

  • Fifth Ring
    Oil Careers - Traffic Lights Party OTC 2012
  • Matthews Marketing
    A Braw Burns Birthday 2012
  • Scottish Government PR and international marketing
    The Scottish Communities League Cup Trophy Tour - promoting Respect, Responsibility and Tolerance in Scotland's communities
  • VisitScotland
    The Brave Express
  • Weber Shandwick Scotland with the Royal Zoological Society of Scotland
    Eats, shoots and arrives. Giant pandas come to Scotland.

Outstanding Young Communicator

Gold winner

  • Jo-Anne Hamilton MCIPR
    Action for Children

    Jo-Anne is an exceptional young woman with a real talent for public relations. She single-handedly led a successful media campaign for a new initiative for Action for Children in 2011 and it was clear that her passion and professionalism was behind the smooth launch of 'Roots of Empathy'. Earlier this year Jo-Anne achieved distinctions across the board in her CIPR Diploma and her commitment to the industry is clear to see. The judging panel felt that she was a really impressive candidate and a worthy winner of the 2012 Outstanding Young Communicator of the Year.

    Outstanding Young Communicator: Case study

Finalists

  • Heather Macpherson
    Matthews Marketing
  • James Fox
    VisitScotland
  • Kimberly Gallacher
    3x1 Public Relations
  • Leona Minellas ACIPR
    Bread PR
  • Jennifer Butler
    Weber Shandwick Scotland

Outstanding Small Consultancy

Gold winner

  • Frasermedia

    This caring and creative agency did an incredible job in engaging Alex Salmond with a food waste collection campaign. Judges loved the 'wow' factor that this tactic added to their entry. Real care of the staff and their progression is evident in the care taken to ensure they have everything they need. Client relationships are managed in a very personal way and standards are evident in the campaign used for the entry.

    Outstanding Small Consultancy: Case study

Silver winner

  • Wave PR

Outstanding In-House Public Relations Team

Gold winner

  • Scottish SPCA
    The Scottish SPCA: Success Through Outstanding Public Relations

    This is a small, ambitious public relations team and very deserving gold winners. The Scottish SPCA is Scotland's animal welfare charity. To address significant economic and brand awareness challenges, the public relations team developed a new strategy focusing on proactive media coverage. As a result, "Scotland's three least-loved dogs" campaign was covered extensively at national, regional and local level, with dedicated Facebook videos. Within 48 hours over 100 offers of new homes had been received for Scooby, Frankie and Oliver. Awareness of the Scottish SPCA, membership and income, have all dramatically increased as a result of the team's work.

    Outstanding In-House Public Relations Team: Case study

Silver winner

  • Scottish Government PR and International Marketing
    Big ambitions - Building Scotland's reputation

Finalists

  • Scottish Enterprise
    Scottish Enterprise
  • VisitScotland
    VisitScotland - The Winning Years - A Winning Team

Outstanding Public Relations Consultancy

Gold winner

  • Stripe Communications

    Stripe has proved that even during an economic recession agencies can develop and grow, delivering impressive fee income increases and enviable margins, whilst keeping teams happy and clients delighted. Happy clients are great news but happy clients who refer new business are a dream, and that is what Stripe has achieved.

    Outstanding Public Relations Consultancy: Case study

Silver winner

  • Grayling Scotland

Finalists

  • 3x1 Public Relations
  • Bread PR
  • Weber Shandwick Scotland

Public Affairs

Gold winner

  • Pagoda Public Relations
    Waitrose: winning minds... then hearts

    Given the sometimes emotive subject, this was a campaign that could easily have gone awry, but by using a mix of communication techniques, the campaign instead successfully engaged with key stakeholders and opinion formers in order to build trust and support for the project. It generated positive results throughout and met all objectives, including the all-important one of planning permission for the store.

    Public Affairs: Case study

Silver winner

  • Orbit Communications
    Going for Gold with Scotland's First Commercial Gold Mine

Finalists

  • Grayling / Bield, Hanover (Scotland) and Trust Housing Associations
    Shaping Our Future: A Strategy for Older People
  • Orbit Communications
    Reversing the decline of Foreign Language Assistants in Scotland

Corporate Responsibility

Gold winner

  • Aberdeen Asset Management and Tricker PR
    Aberdeen Asset Management Scottish Traditional Boat Festival

    This campaign had two main objectives: to secure the future of the Boat Festival and to consolidate Aberdeen Asset Management's reputation as a supporter of community boating events. The result was a strong campaign that built on an existing strategy of supporting local community and maritime events to secure the immediate future of the Festival and bring in economic benefits to the region at a financially-challenging time.

    Corporate Responsibility: Case study

Silver winner

  • Aberdeen Asset Management and Tricker PR
    Aberdeen Asset Management Universities Boat Race

Scottish Public Sector Team of the Year

Gold winner

  • Scottish Government PR and International Marketing
    Small country, big ambitions - realising Scotland's potential

    This is an extremely professional team, with a good understanding of strategy. Strong use of media, digital channels, events and partnership worked to generate high profile coverage. A clear mission and set of ambitious SMART objectives, along with excellent audience segmentation, allowed the judges to see clearly what has been achieved, all within budget limitations. This creative campaign, delivered by a very capable team, was well presented in this excellent submission. Good use of a variety of testimonials added weight to the entry.

    Scottish Public Sector Team of the Year: Case study

Silver winner

  • South Lanarkshire Council
    South Lanarkshire's Corporate Communications Team

Finalists

  • Scottish Borders Council
    Communications - In it together
  • Scottish Government
    The Smarter Team
  • Student Loans Company
    Scottish Public Sector Team Of The Year
  • West Dunbartonshire Council
    Corporate Communications Team

Best Use of Measurement & Evaluation

  • Consolidated PR
    The Gift Of Life

    Not only did this campaign meet its objectives, but the effective, planned and sustained use of traditional and social media meant it was possible to track responses from a broad range of disciplines. The effectiveness of the campaign was shown not just by the enquiries and interest it generated, but also in the number of conversions to action, putting Scotland ahead of the UK average for organ donor registrations.

    Best Use of Measurement & Evaluation: Case study

Inspiring Communicator of the Year

  • Martha Payne