We’re thrilled to announce the results of the CIPR North East 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.

Internal Communications Campaign

Gold winner:

  • North East Ambulance Service
    Communicating during Covid – keeping ambulance crews informed

Keeping a distributed workforce engaged and informed is challenging enough at the best of times, but doing so during a pandemic is significantly tougher. This campaign used senior leaders to build trust and engagement to good effect. Using good tactics to build social engagement and take the focus away from the day job to provide a safe space for staff to share challenges and concerns, this campaign certainly sounds the alarm for internal comms!

 

Internal Communications Campaign

Gold winner:

  • South Tyneside and Sunderland NHS Foundation Trust
    Stronger Together (Our ambition to become one Trust)

This was an effective and successful internal communications engagement campaign with clear objectives, tactical execution and outcomes met and exceeded which was delivered on a very low budget. Merging two hospital sites together against a backdrop of staff angst and external criticism is no mean feat but ‘Stronger Together’ nailed it on all angles.

Silver winner:

  • Northumbria Healthcare NHS Foundation Trust
    Communicating to a diverse workforce during a pandemic

Public Sector Campaign

Gold winner:

  • North East Ambulance Service
    #MoreThanAUniform: Tackling assaults against ambulance crews

A well-articulated submission getting across the emotive and powerful message that assaults on workers is not ok and raising awareness. They thought of everything including consulting with the police to ensure they wouldn’t jeopardize any investigations. Just imagine what they could have achieved with a budget.

Silver winner:

  • Nexus
    Our record consultation to design new Metro trains

Finalists:

  • Cool Blue Brand Communications and Tees Valley Combined Authority
    Tees Valley mayoral election
  • McBryde & Co
    Thank You North East
  • Newcastle Hospitals on behalf of Collaborative Newcastle
    Collaborative Newcastle

 

Community Relations Campaign

Gold winner:

  • South Tyneside Council – South Shields, Tyne and Wear
    #LoveSouthTyneside

A lovely much-needed campaign. A great feel-good campaign when people and communities needed it most and apt to launch it on Valentine’s day.

 

Not-for-Profit Campaign

Gold winner:

  • Gardiner Richardson
    mynewhair by Trevor Sorbie

A powerful campaign on a taboo subject. Good research and some great ideas around storytelling that makes for an emotive and powerful marketing and PR tool. Nice social purpose and good use and collection of metrics to support the demonstration of outcomes. Overall an impressive campaign.

Silver winner:

  • Karol Marketing
    Northumberland National Park: Recover Together

Finalist:

  • Jule Wilson
    Jule Wilson Communication and Kids Kabin: 10,000 lives transformed
  • Jule Wilson
    Jule Wilson Communication and National Poetry Day 2020: a Vision for Verse

 

Healthcare Campaign

Gold winner:

  • South Tyneside and Sunderland NHS Foundation Trust
    A new Eye Hospital in Sunderland

In a closely contested category, this was a good robust all-round campaign that achieved what it set out to do and more. With a really strong focus on stakeholder management. Working with multiple stakeholders to ensure messaging was aligned and key milestones were met. Good use of data and insight to support the campaign design and delivery and use of metrics in their evaluation.

Silver winner:

  • North East and North Cumbria Integrated Care System
    #DoYourBit campaign North East and North Cumbria

Finalist:

  • Gardiner Richardson
    Alcohol Not the Answer
  • NHS Find Your Place
    #ItsCannyUpNorth

 

Integrated Campaign

Gold winner:

  • South Tyneside and Sunderland NHS Foundation Trust
    Introducing changes to children’s A&E services

A good, clear, positive outcome well demonstrated with the use of metrics and key measures. Good use of the PESO model to provide integration of messaging across channels throughout the campaign. A well-thought-out and well-executed campaign to ensure continuity of service for users.

Silver winner:

  • McBryde & Co
    ‘Thank You North East’

Finalists:

  • Crafter’s Companion
    Birthday Week – ‘Let’s get carried away’
  • Gardiner Richardson
    Don’t Wait
  • Jule Wilson Communication
    Jule Wilson Communication and National Poetry Day 2020: a Vision for Verse

 

Low Budget Campaign

Gold winner:

  • South Tyneside Council
    #ProudtoSupport

This campaign achieved a great deal with minimum budget. This was a strong campaign where all partners worked together from top to bottom and were inclusive to all. A nice ‘feel good’ campaign that hit the brief

Silver winner:

  • Jule Wilson
    Jule Wilson Communication and National Poetry Day 2020: a Vision for Verse

Finalists:

  • Jule Wilson
    Jule Wilson Communication and Kids Kabin: 10,000 lives transformed
  • Karol Marketing
    Master Locksmiths Association Headquarters Opening Event
  • North East Ambulance Service
    T-Awards: saying thank-you to ambulance staff
  • South Tyneside and Sunderland NHS Foundation Trust
    #BornInSouthTyneside – Launch of the Midwifery-Led Birthing Centre

 

Arts, Culture, Sports or Entertainment Campaign

Gold winner:

  • Jule Wilson
    Jule Wilson Communication and National Poetry Day 2020: a Vision for Verse

An important campaign and subject to engage young people in poetry. Great effort from a PR perspective making a difference to young creative minds using arts and culture

Regional Campaign of the Year

Gold winner:

  • Nexus
    Our record consultation to design new Metro trains

Good use of evaluation to demonstrate impact. Worked well with local communities to engage them and generate buy-in, coped well with the challenges thrown up by Covid19 and lockdown impacting on engagement, and overall worked effectively with local service users to facilitate input to service design.

Silver winner:

  • McBryde & Co
    ‘Thank You North East’

Finalist:

  • Karol Marketing
    Northumberland National Park: Recover Together

 

Best Use of Media Relations

Gold winner:

  • Gardiner Richardson
    Launching a major report for a Smokefree 2030

Gardiner Richardson’s entry shows firm use of content to drive the media agenda. The strategy was well set out. The tactic of using high-profile spokespeople and real stores to generate an emotional response to the report worked well resulting in a campaign launch that secured widespread media coverage in the national print and broadcast media along with regional exposure. The lasting impact of this work is yet to come but the fact that endorsement of the report’s recommendations was secured from leading health organisations is a good first step.

Silver winner:

  • North East Ambulance Service
    #MoreThanAUniform: Tackling assaults against ambulance crews

Finalists:

  • Karol Marketing
    Northumberland National Park: Recover Together
  • Northumbria Healthcare NHS Foundation Trust
    COVID-19 response: Powerful human interest stories cut through

 

Best Use of Digital and Social Media

Gold winner:

  • Nexus
    Our record consultation to design new Metro trains

A great pivot from a campaign that was going to be ‘live’ to using digital channels and good to see the use of AR. The judges particularly liked the fact that this opened up the debate, got people talking, and also resonated with their key audiences. A well-thought-out campaign.

Silver winner:

  • South Tyneside Council
    #ProudtoSupport

 

Best Use of Content

Gold winner:

  • Nexus
    Trust your Metro right through this pandemic

A great submission showing how the use of data from fortnightly pulse surveys informed a strategy to tackle negative messaging about public transport in the pandemic. Good use of storytelling and content showing behind-the-scenes work of cleaners and engineers humanised the process and assets that were created for social media were picked up by the media and shared extensively. The result was a seven-year high in customer satisfaction. A well-executed campaign.

Silver winner:

  • North East Ambulance Service
    #MoreThanAUniform: Tackling assaults against ambulance crews

Finalist:

  • South Tyneside Council
    #ProudtoSupport

 

Best Event

Gold winner:

  • Karol Marketing
    Master Locksmiths Association Headquarters Opening Event

Faced with a real challenge of creating a media event in an area that did not lend itself well to events, the team at Karol Marketing got creative and worked with businesses in the surrounding area to help to make the space more welcoming and created an invite that caught the attention of the target media and resulted in a successful event.

Silver winner:

  • Cool Blue Brand Communications and Tees Valley Combined Authority
    Taking a Tees Valley event international

Finalist:

  • North East Ambulance Service
    T-Awards: saying thank-you to ambulance staff

 

Best COVID Response

Gold winner:

  • South Tyneside and Sunderland NHS Foundation Trust
    #TeamSTSFT COVID-19 response

This is a very well-thought-out and well-executed campaign. A very clear understanding of the needs of patients, staff and the public was demonstrated from the start. The team at South Tyneside and Sunderland NHS Foundation Trust used the STSFT brand well to provide reassurance and guidance at the time when it was most needed.

Case study

Silver winner:

  • South Tyneside Council
    #ProudtoSupport

Finalists:

  • Karol Marketing
    Northumberland National Park: Recover Together
  • McBryde & Co
    Thank You North East
  • Nexus
    Trust your Metro right through this pandemic
  • NHS in the North East and North Cumbria
    The Great North NHS comms network

 

Best Staff Wellbeing Initiative

Gold winner:

  • South Tyneside and Sunderland NHS Foundation Trust
    Launch of STSFT Health and Wellbeing Strategy

The South Tyneside and Sunderland NHS Foundation Trust team used the data from the 2020 staff survey to firmly place health and wellbeing as a priority. The team drove the strategy around the feedback from the survey and set out six key themes. A range of tactics was employed and listening to staff was at the heart of this campaign.

Silver winner:

  • North East Ambulance Service
    #MoreThanAUniform: Tackling assaults against ambulance crews

Finalist:

  • Northumbria Healthcare NHS Foundation Trust
    Supporting our Northumbria family

 

Best Publication

Gold winner:

  • South Tyneside and Sunderland NHS Foundation Trust
    News for You
    #TeamSTSFT staff magazine

 

Outstanding Young Communicator of the Year

Gold winner:

  • Jen Millard
    Northumberland County Council

Jen was a pleasure to meet. She demonstrated a clear understanding of the importance and potential of PR and Communications to support real change, and she had a developing understanding of strategic communications. Her experience of working through the pandemic showed her commitment and her skill in understanding her stakeholder’s starting point. She is clearly motivated, self-starting and already accomplished in her career. She also showed a thirst for lifelong learning and a commitment to CPD, Self aware and technically competent – she is a worthy winner.

Case study

Silver winner:

  • Ellie Lyall
    Gardiner Richardson Ltd

 

Independent PR Practitioner

Gold winner:

  • Jule Wilson Chart.PR MCIPR MPRCA
    Jule Wilson

Jule is a worthy winner as Independent PR Practitioner 2021. As one of the first five practitioners in the region to become chartered in 2016 she became an independent practitioner as part of a portfolio career. Her volunteering role at the CIPR has seen her as Communications Editor and Acting Group Secretary, then on the national Diversity and Inclusion Group committee. A fantastic advocate for PR, she has represented the profession at career fairs and through voluntary positions as a school and university mentor, a STEM Learning Ambassador, and a guest lecturer at Sunderland and Northumbria Universities. Jule’s passion for PR is clear to see in her many roles.

Case study

In-House PR Team of the Year

Gold winner:

  • South Tyneside and Sunderland NHS Foundation Trust

Solid entry showcasing the value the Comms team bring to the trust and a clear illustration of the tactics used in the campaign, the outputs but also the impacts it had on local residents

Case study

Silver winner:

  • Northumbria Healthcare NHS Foundation Trust

 

Small PR Consultancy of the Year

Gold winner:

  • Karol Marketing

Karol marketing was honest about some of the challenges they’ve faced due to the pandemic which makes their performance and growth all the more worthy of both recognition and praise. They have invested in business development, looked after their clients and been rewarded with customer loyalty and an impressive new pipeline of high-value clients. They have maintained a strong focus on CPD in the midst of significant change, looking after staff welfare, investing in training and growing their team further to include an apprentice. The campaign was impressive in that it presented a significant challenge but they responded to this with a really creative and experience-led integrated project which generated some great coverage for their client.

Case study

Silver winner:

  • Brand & Reputation

Finalist:

  • McBryde & Co

 

PR Consultancy of the Year

Gold winner:

  • Cool Blue Brand Communications

Cool Blue provided a good all-round entry with good budget information to provide context. The strongest part of the entry was their campaign for the Tees Valley Mayoral Election campaign. They showcased excellent planning to execution, with metrics in the campaign description, clear outcomes and an excellent result for the client.

Case study

Silver winner:

  • Gardiner Richardson