We’re thrilled to announce the results of the CIPR Northern Ireland PRide Awards 2016.

To view photographs from the night, visit the CIPR Northern Ireland Events Gallery.

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:

  • Translink and Morrow Communications
    Metro Legends

    This innovative and well-executed campaign succeeded in reaching the community and increased passenger numbers. A wide variety of tactics and impressive digital reach helped Translink and Morrow Communications to achieve their campaign objectives of involving all stakeholder groups and making them feel connected to Metro.

    Case study

Silver winner:

  • Morrow Communications
    Asda’s Income Tracker

Finalists:

  • Jago Communications
    Truly Energising Communications
  • RNN Communications
    IFEX’s Recipe For Success
  • Smarts Communicate
    Diageo Global Travel – Bringing Joy Back to the Journey

Internal Communications Campaign

Gold winner:

  • Smarts Communicate
    The Two Thumbs Up Awards

    Smarts Communicate demonstrated elements of real innovation and creativity. The campaign helped to break down barriers between leadership and teams in the workplace and deliver a real shift in attitude. The entry provided good evidence of evaluation against objectives – an excellent entry.

    Case study

Silver winner:

  • Smarts Communicate
    Joy Will Take You Further

Finalists:

  • Belfast City Council
    Our Organisational Development Programme
  • Belfast Health and Social Care Trust
    “b well” – pioneering the way in staff wellbeing
  • Danske Bank
    EXCELL – Exceeding Customer Expectations, Leading Locally
  • Queen’s University Belfast
    ‘It’s Our Future. Play Your Part’: Core Values Campaign

Consumer Relations Campaign

Gold winner:

  • Jago Communications
    Launch of Rankin Selection Irish Family Sausages in the UK

    This entry showcased a comprehensive PR campaign that delivered on objectives with sustained and creative media coverage, alongside overcoming adversity with negative sausage PR. Jago Communications clearly demonstrated the commercial impact of the campaign on ROI, resulting in this entry being a clear winner.

    Case study

Silver winner:

  • Morrow Communications and Translink
    #GetOnBoardNI

Finalists:

  • Rumour Mill PR
    The Gobbins
  • Serious PR
    The ‘Real’ Taste of Northern Ireland
  • Smarts Communicate
    Joy Will Take You Further
  • Smarts Communicate
    Putting Harp back into Popular Culture

Public Sector Campaign

Gold winner:

  • Housing Executive (NIHE)
    Changing Lives, Building Communities

    The Housing Executive tackled a challenging brief in a sensitive and effective way. They turned the coverage from focusing on segregation to their activities to promote and sustain peace by getting communities to tell the story for them in a powerful way. A worthy winner.

    Case study

Silver winner:

  • Public Health Agency
    Be Breast Aware

Finalists:

  • Belfast City Council
    Belfast Bikes
  • Morrow Communications and Translink
    #GetOnBoardNI
  • South Eastern Health & Social Care Trust
    SmokeFree HSC

Community Relations Campaign

Gold winner:

  • JComms
    Saving the hearts of Local Communities

    This campaign made a real difference with communities putting their hands in their pocket to fund these defibrillators and had tangible benefits for this genuine CSR initiative. A superb example of how a socially aware business can truly benefit communities.

    Case study

Silver winner:

  • Housing Executive (NIHE)
    Changing Lives, Building Communities

Finalists:

  • Jago Communications
    Support for NI’s Rural Community
  • Morrow Communications and Tellus
    Taking Community Relations to New Heights
  • Navigator Blue
    SONI Community Rugby Champions Award
  • Smarts Communicate
    Lidl Community Works – Giving a ‘Lidl’ Back to Our Local Communities

Public Affairs Campaign

Gold winner:

  • Action Mental Health / Turley PR & Public Affairs
    Regress? React? Resolve?

    This entry stood out as a strategic and well thought out campaign that evidenced the power of effective lobbying. Good use of research led to targeted influencing with powerful results. Excellent value for money.

    Case study

Not-for-Profit Campaign

Gold winner:

  • MCE Public Relations & Special Olympics Ireland
    Team Ireland at the Special Olympics World Summer Games (LA2015)

    This was a really strong entry and a clear winner in this category. Really good research and strong engagement with the media informed the approach. This was a highly cost-effective campaign that delivered beyond expectations for a minimal budget.

    Case study

Silver winner:

  • Massive PR
    The Honduras Project

Finalists:

  • Morrow Communications and Mencap
    Taking a Big Step Forward
  • MW Advocate & Children’s Heartbeat Trust
    ‘I’ve my heart set on…’

Healthcare Campaign

Gold winner:

  • Action Mental Health / Turley PR & Public Affairs
    Regress? React? Resolve?

    The judges were highly impressed by the strong research carried out to inform the campaign. It was well executed and delivered excellent results for the budget. This entry was strong on all fronts and Action Mental Health and Turley PR & Public Affairs are deserving winners.

    Case study

Silver winner:

  • Public Health Agency
    Be Breast Aware

Finalists:

  • ASG PR
    Babies Know the Facts About Folic
  • JComms
    Saving the hearts of our Local Communities
  • Morrow Communications and QUB, Centre for Public Health
    Challenging and Changing Patients Attitudes to Gestational Diabetes
  • South Eastern Health & Social Care Trust
    SmokeFree HSC

Integrated Campaign

Gold winner:

  • Smarts Communicate
    BT Superfast – Sure She’s Superfast

    A well researched and creative campaign which demonstrates the effectiveness of integrating tactics. Simplifying the message and capitalising on the popularity of a local cultural personality helped this campaign to stand out and achieve its objectives.

    Case study

Silver winner:

  • RNN Communications
    A Very Special Sponsorship for Gala

Finalists:

  • Belfast City Council
    Girdwood Community Hub
  • Morrow Communications and Mencap
    Taking a Big Step Forward
  • Rumour Mill PR
    The Gobbins
  • Smarts Communicate
    Putting Harp back into Popular Culture

Low Budget Campaign

Gold winner:

  • dcp strategic communication
    Tayt’eau de Cologne – Le Fromage et L’Oignon

    This campaign was carried out on an extremely low budget and demonstrates that the right idea, executed well, will resonate with customers. It captured the brand values perfectly and in a fun way, making it an outstanding and deserved winner.

    Case study

Silver winner:

  • ASG & Partners
    Leukaemia & Lymphoma NI ’99 Red Balloons’

Finalists:

  • Cancer Fund for Children
    The Bog Run
  • Jago Communications
    All Dogs Go to Scotland
  • MCE Public Relations
    Going for PR Gold – The Great Ireland Run 2016
  • Morrow Communications
    All the Fun of the Fair! – NI Country Sports Fair

Arts, Culture or Sport Campaign

Gold winner:

  • MCE Public Relations & Special Olympics Ireland
    Team Ireland at the Special Olympics World Summer Games (LA2015)

    The judges were impressed by the strong research evidenced within this entry. A highly cost effective and creative campaign that had excellent reach, delivering well beyond expectations. Very impressive results for a modest budget.

    Case study

Silver winner:

  • Clearbox
    A Fairy Brown Christmas

Finalists:

  • Aiken PR
    Electric Ireland GAA Minor Championship #ThisIsMajor
  • Jago Communications
    Highlands A List ‘Set Jet’ into Belfast
  • Morrow Communications
    All the Fun of the Fair! – NI Country Sports Fair
  • Rumour Mill PR
    Rumpelstiltskin at the MAC

Education Communications Campaign

Gold winner:

  • Jago Communications
    Educating the Educators: the Hunt for Ireland’s Best Young Sports Analyst

    This creative campaign was perfectly executed, had clear targets and used a wide range of tactics to deliver results. The good use of a relevant celebrity ambassador helped this entry to be a stand out winner in this category.

    Case study

Silver winner:

  • Morrow Communications and RADAR
    Risk Avoidance Danger Awareness Resource: Putting RADAR on the map

Finalist:

  • Rumour Mill PR
    Launching MACtile Tours

Best Use of Media Relations

Gold winner:

  • MCE Public Relations & Special Olympics Ireland
    Team Ireland at the Special Olympics World Summer Games (LA2015)

    A worthy winner in a strong category, this was a solid media relations campaign that delivered excellent results. Good use of research leading to a well thought out strategy set this campaign apart.

    Case study

Silver winner:

  • Smarts Communicate
    Joy Will Take You Further

Finalists:

  • JComms
    Saving the Hearts of Local Communities
  • Massive PR
    Making Northern Ireland influencers #Swearbyit
  • Navigator Blue & Irish FA
    Football for All
  • Smarts Communicate
    Putting Harp back into Popular Culture

Best Use of Digital

Gold winner:

  • Translink and Morrow Communications
    Metro Legends

    Strong research and a well thought out digital strategy underpinned this effective campaign. Good evidence of engagement of target audiences across digital channels as demonstrated by the Metro Legends parodies and memes – imitation is the sincerest form of flattery!

    Case study

Silver winner:

  • Smarts Communicate
    Diageo Bar Academy

Finalists:

  • Morrow Communications
    All Hail The Mighty Spud
  • Smarts Communicate
    Budweiser Ireland – ‘Dream Big’
  • Smarts Communicate
    Join the Pact
  • Smarts Communicate
    Putting Harp Back into Popular Culture

Best Use of Social Media

Gold winner:

  • Morrow Communications
    All Hail The Mighty Spud

    This campaign was well implemented and post campaign research proves it changed behaviour and had real impact. Morrow Communications used social media to effectively resonate with different audiences in a fun and creative way.

    Case study

Silver winner:

  • Smarts Communicate
    Diageo Bar Academy

Finalists:

  • Navigator Blue
    NI Pork Assured Origin – ‘Food Eye Candy’
  • Smarts Communicate
    Join the Pact
  • Smarts Communicate
    Putting Harp Back into Popular Culture
  • The Web Bureau
    Bringing Nature to Life

Best Use of Photography or Design

Gold winner:

  • Navigator Blue & Irish FA
    Hometown Heroes

    A well researched and executed campaign that was highly creative with strong visual impact. The inspiring photography really connected the fans with the team, making heroes out of them all. A worthy winner.

    Case study

Silver winner:

  • Morrow Communications
    Putting the Fashion Spotlight on George Uncovered

Finalists:

  • Clearbox
    A sweet tribute to Northern Ireland
  • Rumour Mill PR
    The Gobbins
  • Smarts Communicate
    Join the Pact
  • Smarts Communicate
    Putting Harp Back into Popular Culture

Best Publication

Gold winner:

  • International Fund for Ireland
    Annual Report 2015

    This publication was well targeted towards stakeholders and used research from previous publications to improve the format. The development of it as an iBook was a good idea that has built on international availability and will support the drive towards a more sustainable publication in the future.

    Case study

Silver winner:

  • Belfast City Council
    City Matters

Finalist:

  • Aiken PR
    House to Home by progressive Building Society

Best Event

Gold winner:

  • Navigator Blue and Irish FA
    Irish FA Northern Ireland Squad Announcement – Standing on the Shoulders of Giants

    This event had clear research and planning to underpin it and cleverly brought together different stakeholders. They also promoted the squad announcement in an integrated way – successfully extending the reach and impact of the event.

    Case study

Silver winner:

  • Navigator Blue
    Heineken It’s Your Call

Finalists:

  • Antrim and Newtownabbey Borough Council
    The Official Opening of V36
  • Belfast City Council
    Twilight Market
  • JComms
    Spirit of Northern Ireland Awards
  • Morrow Communications and Tourism NI
    NI Tourism Awards’ Maiden Voyage

Outstanding Young Communicator

Gold winner:

  • Dawn Hesketh MCIPR
    Serious PR

    Dawn was a stand out candidate with clear passion, drive and determination to create a lasting impact within the PR industry. The judges were impressed by the legacy of her contributions to date, which for a practitioner of such a young age is no mean feat. A true future leader.

    Case study

Finalists:

  • Conor McCullagh MCIPR
    Belfast City Council
  • Michael Purcell MCIPR
    JComms

Public Sector Team of the Year

Gold winner:

  • Belfast City Council

    Belfast City Council have demonstrated a deftness in touch in providing communications on essential local services for residents, whilst also raising Belfast’s profile on the international stage. From hosting international events under the glare of the world’s media, to local newspaper engagement, they have a clear strategy and objectives, and they’re delivering on them.

    Case study

Silver winner:

  • Belfast Health and Social Care Trust

Finalists:

  • Antrim and Newtownabbey Borough Council
  • PBNI
  • Southern Health & Social Care Trust

Outstanding In-House Public Relations Team

Gold winner:

  • Belfast City Council

    This is an excellent entry which showcases how the team support the overall delivery of the Council’s objectives through clear and direct communications. There is a clear commitment to professionalism and connected learning and development which is a pleasure to see. The team has delivered a series of high profile and high quality activity which has presented the City very positively, including the tall ships event and Giro d’Italia and the new Waterfront Exhibition and Conference Centre which are the icing on the cake for this very busy team.

    Case study

Outstanding Small Public Relations Consultancy

Gold winner:

  • Massive PR

    Massive PR have a clear business strategy, which is succeeding, with a particular emphasis on CPD, which is unsurprising considering the practice is led by Northern Ireland’s first Chartered PR Practitioner. Their campaign for Vita Coconut Oil used a clear understanding of the target market to increase sales of the product in Northern Ireland.

    Case study

Silver winner:

  • RNN Communications

Finalists:

  • Clearbox
  • MW Advocate
  • Rumour Mill PR
  • Serious PR

Outstanding Public Relations Consultancy

Gold winner:

  • Smarts Communicate

    The judges were impressed with Smarts move from a local focus to an international one and the success it has brought the agency. Their commitment to CPD and the care of its staff is impressive, while the Harp campaign shows how, when properly deployed, fun PR tactics can translate into ROI for clients.

    Case study

Silver winner:

  • JComms

Finalists:

  • Clearbox
  • LK Communications
  • Morrow Communications
  • Serious PR