We’re thrilled to announce the results of the CIPR Cymru Wales PRide Awards 2021. Click on the links below to view the winning entries.

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

 

Corporate and Business Communications Campaign

Gold winner:

  • phs Group and Magic Wand PR
    We are by your side

The Judging Team were impressed by the way the entry clearly evidenced PR at the heart of delivering organisational goals, whilst demonstrating a commitment to a wider purpose. The use of data (both organisational and wider regional metrics) was innovative contributing to phs becoming a valuable regional partner. PHS has taken the time to show how a business can continue with its operations, supporting regional need during the pandemic.

Silver winner:

  • Cardiff Metropolitan University
    Internal Communications 1.0

Finalists:

  • Effective Communication
    The launch of Chambers Wales
  • Effective Communication
    Veezu acquisitions

 

Internal Communications Campaign

Gold winner:

  • Dwr Cymru Welsh Water
    Putting Colleague Wellbeing First Through Uncharted Waters

The Judging Team were impressed with the way Welsh Water placed voice at the heart of their internal communications strategy when responding to the Covid-19 pandemic. They listened to what people wanted and needed and focused on delivering innovatively. By taking on board the views of their stakeholders, Welsh Water has shown standards of excellence in some challenging times.

 

Consumer Relations Campaign

Gold winner:

  • The Royal Mint
    A Global Hit! Launching Music Legends

Royal Mint wowed the judges with their four in one very creative campaign to launch the Music Legends collection. Each coin was cleverly linked with the legend, we particularly liked sending the David Bowie coin into space, and then offering it as a Facebook competition prize.
An excellent example of “a-money-can’t- buy” prize to motivate and engage new consumer audiences.

Silver winner:

  • Effective Communication
    Veezu Free Taxis for Vaccinations

Finalist:

  • Effective Communication
    Launching the Dylan Coastal Resort
  • Golley Slater
    Zip World Tower: The Power of Storytelling

 

Public Sector Campaign

Gold winner:

  • jamjar
    Shop Vale of Glamorgan – Shop Safe

The judges were unanimous in their decision to award gold to jamjar for their impressive Shop Safe campaign. SMART objectives, good use of a wide range of PESO elements worked very well in this impressive campaign which garnered outstanding results in the Vale of Glamorgan with tailored campaign assets for each town. A great example of the community coming together to shop locally to benefit all.

Silver winner:

  • Golley Slater
    Inspiring Genius Decisions During Apprenticeship Week Wales

Finalists:

  • Equinox
    Rediscover History: an innovative approach to heritage marketing
  • Golley Slater
    Be Mighty. Recycle / Bydd Wych. Ailgylcha
  • Pembrokeshire Coast National Park Authority
    Communicating out of Covid:19
  • Working Word and Life Sciences Hub Wales
    Showcasing Wales’ lifesaving life sciences industry

 

Not-for-Profit Campaign

Gold winner:

  • Cowshed
    Mind Cymru – Stand for Me

This hard-hitting campaign from Cowshed for Mind Cymru marked a real departure in strategy with the launch of Stand for Me, seeking direct action to help with both mental health awareness and direct action during the pandemic. Impactful videos backed by a full range of PESO tools delivered impressive, wide-reaching results with real campaign impacts, both now and for the future.

Silver winner:

  • Clwstwr, Cardiff University
    Clwstwr Open Call 2020

Finalists:

  • Golley Slater and WRAP Cymru
    Be Mighty. Recycle / Bydd Wych. Ailgylcha
  • RSPB Cymru
    Red Kite at Cardiff Castle
  • Working Word
    Homeless World Cup: Changing lives at Cardiff 2019
  • Working Word & Urdd Gobaith Cymru
    Urdd Gobaith Cymru’s 2021 Peace & Goodwill Message

 

Healthcare Campaign

Gold winner:

  • Golley Slater
    Organ Donation

The judges were inspired by this innovative campaign on organ donation. The panel felt this sensitive subject was handled with incredible care and were particularly impressed with the ideas and tactics used in the delivery, which demonstrated Golley Slater had a clear understanding of its audiences. The campaign used behavioural insight particularly well and ultimately led to some excellent outcomes and impact.

Silver winner:

  • Public Health Wales
    How Are You Doing?

Finalist:

  • Effective Communication
    Best of BBI
  • Phs Ground and Magic Wand PR
    We are by your side
  • Working Word and Life Sciences Hub Wales
    Showcasing Wales’ lifesaving life sciences industry

 

Integrated Campaign

Gold winner:

  • Equinox
    It’s Your Duty To Care

This campaign from Equinox on behalf of Fly Tipping Action Wales really stood out to the judges because it genuinely integrated all parts of the PESO model creative ideas complementing each other across a full range of channels and elements to make the whole greater than the sum of the parts, and delivering impressive results.

Silver winner:

  • Careers Wales
    #CraftYourCareer: launching CareersCraft

Finalists:

  • BBC Cymru Wales
    The Pact – BBC Wales
  • Cowshed
    Cowshed and ACE Support Hub #TimeToBeKind #AmserIFodYnGaredig
  • Outwrite PR
    Full STEAM ahead for Xplore! reopening
  • Public Health Wales
    How Are You Doing?

 

Low Budget Campaign

Gold winner:

  • Cowshed and Feed the Heath
    #FeedTheHeath

The Judging Team particularly noted the agility, passion, and responsiveness of all those involved in Feed the Health. It shows what can be achieved through collaboration, commitment, and working together towards a common goal. The submission was a great example of how a client and PR consultancy worked hard to ensure social value works with everyone playing their part.

Silver winner:

  • Golley Slater
    Causing a stampede for Folly Farm

Finalists:

  • Cowshed
    Mind Cymru – Stand for Me
  • Denbighshire Leisure
    Making the Comeback with Denbighshire Leisure
  • Equinox
    Open Doors Online: a virtual-welcome to Wales historic-sites
  • Pembrokeshire Coast National Park Authority
    Communicating out of Covid:19

 

STEM Campaign

Gold winner

  • jamjar
    Wales STEM Awards

A very apt winner in this category establishing the Wales STEMs award. Designed and delivered by jamjar, this is a textbook example of how to find sponsors, maximise a topical news hook within British Science Week, engage with Cancer Research Wales as a charity recipient and execute well across all PESO channels. Impressive results for this inaugural award campaign, long may this continue.

Silver winner:

  • Outwrite PR
    Full STEAM ahead for Xplore! reopening

Finalist:

  • Effective Communication
    Best of BBI

 

Arts, Culture or Sport Campaign

Gold winner:

  • Working Word
    Explore Your Archives

Working Word were tasked by Archive Wales with making archives relevant and useful during the modern world in the midst of a global pandemic. The Explore Your Archives campaign demonstrated great creativity, topicality and authenticity, with their energy and passion shining through and wowing the judges. Great results including doubling website traffic were very impressive.

Silver winner:

  • Working Word
    Homeless World Cup: Changing lives at Cardiff 2019

Finalists:

  • BBC Cymru Wales
    The Pact – BBC Wales
  • Denbighshire Leisure
    Keeping Our Communities Active
  • Equinox
    From medieval to modern: marketing Welsh-heritage to millennials
  • Golley Slater
    Driving New Audiences to Speedway

 

Travel, Leisure or Tourism Campaign

Gold winner:

  • Golley Slater
    Causing a stampede for Folly Farm

This was an exceptionally well-created and well-delivered campaign that took a regional attraction to the premier league for national UK exposure. Detailed research, planning and focus throughout on the client’s core objectives and ethical priorities led to impressive and measurable outcomes reaching targets markets, driving new sales and building new and lasting consumer relationships.

Silver winner:

  • S3 Advertising
    Changing perceptions of a seaside resort

Finalists:

  • Denbighshire Leisure
    Making the Comeback with Denbighshire Leisure
  • Effective Communication
    Launching the Dylan Coastal Resort
  • Equinox
    From medieval to modern: marketing Welsh-heritage to millennials
  • Golley Slater
    Zip World Tower: Regeneration and Resurgence post-COVID

 

Education Campaign

Gold winner:

  • Careers Wales
    #CraftYourCareer: launching CareersCraft

This innovative campaign embedded Creative Careers from Careers Wales within the globally successful Minecraft universe an ideal platform to reach their target audience. Strong mix of school visits and demos with the special digi-van, social media content and traditional media relation all helped to deliver impressive results and impact.

Silver winner:

  • Golley Slater
    Inspiring Genius Decisions During Apprenticeship Week Wales

Finalist:

  • Companies House
    Directors’ responsibilities education campaign: Become a better director

 

Regional Campaign of the Year

Gold winner:

  • jamjar
    Shop Vale of Glamorgan – Shop Safe

The judges were unanimous in their decision to award gold to jamjar for their impressive Shop Safe campaign. SMART objectives, good use of a wide range of PESO elements worked very well in this impressive campaign which garnered outstanding results in the Vale of Glamorgan with tailored campaign assets for each individual town. A great example of the community coming together to shop locally to benefit all.

Silver winner:

  • Golley Slater
    Driving New Audiences to Speedway

Finalists:

  • Dwr Cymru Welsh Water
    Single Use Plastics
  • Equinox
    Ceredigion Vulnerability Crimes Awareness Week
  • Golley Slater
    Zip World Tower: The Power of Storytelling
  • Pembrokeshire Coast National Park Authority
    Communicating out of Covid:19

 

Best Use of Media Relations

Gold winner:

  • phs Group and Magic Wand PR
    We are by your side

The Judging Team were impressed by the way the entry clearly evidenced innovative media relations at the heart of delivering organisational goals, whilst demonstrating a commitment to a wider purpose. The use of data (both organisational and wider regional metrics) provided news opportunities contributing to phs becoming a valuable regional partner. phs have taken the time to show how a business can continue with its operations, supporting regional needs during the pandemic.

Silver winner:

  • Working Word
    Homeless World Cup: Changing lives at Cardiff 2019

Finalists:

  • Golley Slater
    Causing a stampede for Folly Farm
  • Golley Slater
    Zip World Tower: The Power of Storytelling
  • Public Health Wales
    Hearts and Minds

 

Best Use of Digital and Social Media

Gold winner:

  • Working Word & Football Association of Wales
    Inspiring confidence in girls to play football

The Judging Team were impressed by the solid approach to planning to devise a detailed, responsive content strategy built around well-defined themes and audiences. The strategy blended a range of tactical executions and impact is clearly evidenced.

Silver winner:

  • Denbighshire Leisure
    Keeping Our Communities Active

Finalist:

  • South Wales Fire and Rescue Service
    Wholetime Firefighter Recruitment campaign January 2021

 

Best Use of Content

Gold winner:

  • Cowshed and National Adoption Service for Wales
    Truth be Told: Wales first adoption podcast

This campaign brought a really fresh approach to a complex and sensitive issue, with a focus on storytelling and real-life experiences. A meticulous approach to research and the involvement of diverse family groups from the outset created a compelling and ground-breaking podcast that inspired new and fruitful engagement for the National Adoption Service.

Silver winner:

  • Community Housing Cymru
    Home’ Manifesto Campaign

Finalist:

  • S3 Advertising
    Voice Of A Nation

 

Best Event

Gold winner:

  • Cowshed
    Cowshed and FOR Cardiff Creatives of the Capital

This very creative campaign from Cowshed involved moving FOR Cardiff online during the pandemic. From launch through to call for entries to the final selection of 10 pieces, the resulting digital art exhibition to celebrate St David’s Day showcased iconic images. It provided impressive results and development of a long-term link with the Royal Welsh College of Music and drama.

Silver winner:

  • jamjar
    Wales STEM Awards

Finalists:

  • Equinox
    The Cadw Kids’ History Festival
  • Golley Slater
    Showcasing post-16 options at Virtual Open Days

 

Best COVID Response

Gold winner:

  • phs Group and Magic Wand PR
    We Are By Your Side Campaign

The Judging Team were impressed by the way the entry clearly evidenced PR at the heart of delivering organisational goals, whilst demonstrating a commitment to a wider purpose. The use of data (both organisational and wider regional metrics) was innovative contributing to phs becoming a valuable regional partner. phs have taken the time to show how a business can continue with its operations, supporting regional needs during the pandemic.

Case study

Silver winner:

  • Equinox
  • Open Doors Online: a virtual-welcome to Wales historic-sites

Finalists:

  • Denbighshire Leisure
    Staying positive and active during Covid
  • jamjar
    Shop Vale of Glamorgan – Shop Safe
  • Public Health Wales
    Keeping the public safe informed: COVID-19 rapid response
  • Working Word & Welsh Government
    Looking Out For Each Other During Covid-19

 

Best Staff Wellbeing Initiative

Gold winner:

  • Equinox
    putting our team in the limelight

A good range of tactics and some great, innovative ideas. Well done!

 

Best Publication

Gold winner:

  • Pembrokeshire Coast National Park Authority
    Coast to Coast

The judges felt there was a very clear brief for Coast to Coast, with well thought through targets. The entry demonstrated a strong alignment to the organisational goals as well as importantly, giving staff the opportunity to contribute. Ultimately this approach led to excellent metrics in the evaluation and fantastic feedback from customers, which the judges were particularly impressed with.

 

Outstanding Young Communicator of the Year

Gold winner:

  • Damian Kerlin
    Grasshopper Communications

The panel was highly impressed with Damian’s commitment and passion for using his skills and experience to drive improvements in inclusion and diversity, both in the community through his work and in the industry. His efforts to ensure equal placement of the Welsh language was also highly commendable. Damian also demonstrated his ability to achieve significant successes on limited resources.

Case study

Silver winner:

  • Hannah Claffey
    Newport City Homes

Finalists:

  • Ellis Davies
    Companies House
  • Rachel Williams
    Station Rd Marketing

 

In-House PR Team of the Year

Gold winner:

  • Companies House

A showcase of some very creative campaigns raising the profile of Companies House and engaging its stakeholders.

Case study

Silver winner:

  • Community Housing Cymru

Finalists:

  • Life Sciences Hub Wales
  • Pembrokeshire Coast National Park Authority
  • South Wales Fire and Rescue Service
  • Swansea University

 

Small PR Consultancy of the Year

Gold winner:

  • jamjar

jamjar has enjoyed impressive growth in a difficult climate and has exceeded its targets increasing both turnover and profit. They have taken on new staff and made some significant strides in securing large public sector accounts which has been an incredible achievement and also support the sustainability of their business. They are focused and strategic with a clear goal to expand and improve their digital capability alongside a strong commitment to CPD ensures relevancy in the business. We particularly like their spread the jam sessions and as well as their outward-looking perspective, skilling up apprentices and providing support to women in the local area through pro bono work.

Through their integrated campaign for the Vale of Glamorgan Council, they have undertaken a really powerful campaign with a very well-produced and impactful video. The behaviour change they achieved was particularly notable and a clear indicator of a well-planned and executed campaign.

Case study

Silver winner:

  • Technical Marketing & PR

Finalists:

  • Grasshopper Communications
  • Outwrite PR

 

PR Consultancy of the Year

Gold winner:

  • Cowshed

Cowshed exhibited excellent strategic thinking in the wider sector, aligned with good performance and clear objectives. The judges were thoroughly impressed by their people-centred culture, promotion of strong mental health, and Cowshed’s strategic development on diversity including their work for BME practitioners, their achievement of Blueprint Ally status (the first in the region to achieve this), and their work on the Living Wage. A great approach to CPD, specifically working to get staff to become CIPR Chartered Practitioners. They also included an excellent pro-bono campaign with strong PR outcomes.

Case study

Silver winner:

  • Golley Slater

Finalists:

  • Equinox
  • Working Word