We’re thrilled to announce the results of the CIPR Northern Ireland 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:

  • Northern Ireland Chamber of Commerce and Industry (NI Chamber)
    The voice of business
  • The planning and research that went into this campaign were impressive, as was the strategy and delivery providing a great campaign that went beyond the targets set. Well done!

Silver winner:

  • Morrow Communications
    Moy Park, Making the Difference

Finalists:

  • LK Communications
    Lidl NI: Accelerating Northern Ireland’s Fastest-Growing Supermarket
  • Morrow Communications
    Millar McCall Wylie Expertise for Everyone
  • MW Advocate
    Fibrus: Bringing Full Fibre broadband to rural Northern
  • Portview
    Portview Levels Up

 

Internal Communications Campaign

Gold winner:

  • Belfast City Council
    COVID Response Campaign

A great campaign by the in-house team to establish “a single point of truth” for the staff and ensure they had fast one-click access to the key information. Well planned and some outstanding results.

 

Consumer Relations Campaign

Gold winner:

  • Morrow Communications
    AIB Presents Movies and Mortgages, the Web Series!

On paper, mortgages aren’t necessarily the easiest subject matter to bring to life in a way that engages and inspires target audiences. However, this campaign certainly rose to the challenge… Underpinned by sound insights, and with a clear target market identified, this entry is an excellent example of a creative, integrated campaign, leveraging social media, web, and influencers with compelling content that drove commercial outcomes. Well done!

Silver winner:

  • Rumour Mill Creative Communications
    Northern Ireland Gets Gander

Finalist:

  • Morrow Communications
    #SharingGoodness Good Things Happen to Good People

 

Public Sector Campaign

Gold winner:

  • Smarts
    Speak Up For Allergies

A great campaign highlighting the importance of speaking up if you have a food allergy. The research, planning, and strategy were all well thought out and delivered some impressive results. Well executed from start to finish.

Silver winner:

  • Morrow Communications
    Translink Rainbows and Trainbows – Covid Campaign

 

Not-for-Profit Campaign

Gold winner:

  • Mackle Communications
    Techies in Residence, NI’s Tech4Good programme

This campaign aimed to build capacity in the voluntary sector, engage social tech companies and build digital capacity in charities and it hit the mark. It stood out for its research, planning, and delivery with some impressive returns. All of this is on a budget of under £10k. A real winner and a Gold for sure!

Silver winner:

  • Morrow Communications
    Translink and #StuffABusNI

Finalist:

  • JComms
    Ulster Wildlife – Learn More Outdoors
  • MW Advocate
    Housing Heroes

 

Healthcare Campaign

Gold winner:

  • Morrow Communications
    #ChangeMyStory Mental Health Through Covid

At a time when so many were dealing with mental health issues this campaign really did hit the mark. Well thought out and executed, and involving cross-border collaboration and working closely with a wide range of people who were dealing with mental health issues this was going to be a challenging campaign to deliver. But their strategy worked and the results are fantastic.

Silver winner:

  • Brown O’Connor Communications
    Community Pharmacy funding campaign

 

Integrated Campaign

Gold winner:

  • Morrow Communications
    Translink Rainbows and Trainbows – Covid Campaign

A highly creative campaign that kept the client’s reputation moving throughout the pandemic. Engaging, well-executed, and felt just right for the circumstances.

Silver winner:

  • Octopus Group
    The Microsecond Mindset

Finalists:

  • Morrow Communications
    #SharingGoodness Good Things Happen to Good People
  • Rumour Mill Creative Communications
    Northern Ireland Gets Gander

 

Low Budget Campaign

Gold winner:

  • Clearbox
    We know what a home is really worth

The judges were impressed by the planning and research that went into this campaign which delivered such great returns on a low budget. Everything was well planned and executed to deliver for the client. It paid off as they more than double their targets. A definite Gold!

Silver winner:

  • Rumour Mill Creative Communications
    Father the Father (Prime Cut & MAC)

Finalists:

  • Morrow Communications
    Translink and #StuffABusNI
  • MW Advocate
    Art from the Heart

 

Arts, Culture, Sport or Entertainment Campaign

Gold winner:

  • Jcomms
    Belfast Photo Festival 2019 Truth & Lies

A hard-working creative campaign that left no stone unturned to find engagement and impact.

Silver winner:

  • Harriott Communications and Lyric Theatre
    Keeping the spirit of the Lyric alive

Finalists:

  • ASG & Partners
    A New Era of Down Royal
  • Rumour Mill Creative Communications
    Father the Father (Prime Cut & MAC)

 

Travel, Leisure or Tourism Campaign

Gold winner:

  • Morrow Communications
    Translink Rainbows and Trainbows – Covid Campaign

In a year that has felt so hopeless, as we’ve all navigated the challenges of Covid-19 together, this campaign, with the rainbow – a symbol of hope for so many – at its heart, is a superb example of an integrated campaign. Leveraging strategic partnerships and public affairs, and involving the full Translink community, from employees to friends and family, to deliver brilliant outcomes across all key measures and audiences, it is a worthy winner of this category.

Silver winner:

  • LK Communications
    Galgorm: Building a Collection of Luxury across NI

Finalist:

  • Rumour Mill Creative Communications
    EPIC PR FOR CAROLINE GRIVAN

 

Education Campaign

Gold winner:

  • JComms
    Ulster Wildlife – Learn More Outdoors

At a time when the great outdoors have played such a key role in keeping people’s spirits high, it was great to read about the important work that Ulster Wildlife are doing to connect young people with nature. The judges were impressed by the clarity of what this campaign set out to do, namely influence key political decision-makers, and by the robust plan to get there. The use of authentic visual storytelling, coupled with solid media relations and public affairs, makes this a worthy recipient of the Gold award in this category.

 

Regional Campaign of the Year

Gold winner:

  • Rumour Mill Creative Communications
    Northern Ireland Gets Gander

This world-first app to persuade shoppers to buy yellow sticker food and contribute to food waste reduction really was a winner. Targeted at public, retail, and influencers it delivered across a range of areas creating a range of brand advocates and pushed the app into the top 12 percent of downloads. Everything about it impressed the judges. A clear winner.

Silver winner:

  • JComms
    Ulster Bank’s new 20 notes

Finalists:

  • Brown O’Connor Communications
    Foyle Port – Navigating the challenges of Brexit
  • Morrow Communications
    Translink Rainbows and Trainbows – Covid Campaign

 

Best Use of Media Relations

Gold winner:

  • Clearbox
    We know what a home is really worth

The planning and research for this campaign impressed the judges as did the work to target the regional media and achieve such great coverage. The data drove the planning and execution and it really was a well-thought-out and targeted campaign that delivered well beyond expectation. Well done.

Silver winner:

  • Smarts
    Zalando Greenhouse: Growing a Sustainable Future for Fashion

Finalists:

  • Portview
    Portview Levels Up
  • Rumour Mill Creative Communications
    EPIC PR FOR CAROLINE GRIVAN

 

Best Use of Digital and Social Media

Gold winner:

  • Smarts
    Connecting the Community: Global Bartenders in Lockdown

This campaign stood out as the ideal mix of brand messaging and being properly useful, and supportive of your audience. Using the switch from in-person to virtual to build a global audience was the perfect serve for this campaign.

Silver winner:

  • Morrow Communications
    AIB Presents Movies and Mortgages, the Web Series!

Finalists:

  • Belfast City Council
    Belfast City Council: #StaySafeBelfast
  • Morrow Communications
    #SharingGoodness Good Things Happen to Good People
  • Rumour Mill Creative Communications
    Northern Ireland Gets Gander

 

Best Use of Content

Gold winner:

  • JComms
    Carl and Ulster Bank Check In & Chat

This campaign was a real favourite amongst the judging panel. Not only was the creative execution utterly brilliant, and the wraparound plan to drive social reach and media coverage solid, but the judges were particularly impressed by the level of insights used – to both identify the target audience, and inform influencer selection, to ensure both the messaging and content landed as intended. A great campaign, and a richly deserved Gold award winner.

Silver winner:

  • Morrow Communications
    AIB Presents Movies and Mortgages, the Web Series!

Finalists:

  • Clearbox
    We know what a home is really worth
  • Morrow Communications
    #SharingGoodness Good Things Happen to Good People
  • Rumour Mill Creative Communications
    Northern Ireland Gets Gander

 

Best Event

Gold winner:

  • Brown O’Connor Communications
    Trade NI’s Day of London Engagements

A great event targeted at some high-level politicians across the UK to address an important problem. The event was well planned in advance and brought together all the key players focussing on a day of Northern Ireland engagement in London with a reception at No10 hosted by the UK Prime Minister. This event did highlight the challenges facing NI and is a deserved gold winner.

Silver winner:

  • Morrow Communications
    AIB Presents Movies and Mortgages, Live and Online

 

Best COVID Response

Gold winner:

  • MW Advocate & JComms
    #FightBack

#fightback encapsulates everything this category was created for. Simple, effective messaging, bold proactivity and useful content delivered when it was needed most. The fact that two competing agencies banded together for the campaign embodies all the good that came out of 2020.

Case study

Silver winner:

  • Morrow Communications
    AIB Presents Movies and Mortgages, the Web Series!

Finalists:

  • LK Communications
    Volunteer Now: Championing volunteering throughout the pandemic
  • Morrow Communications
    Translink Rainbows and Trainbows – Covid Campaign
  • Morrow Communications
    #SharingGoodness Good Things Happen to Good People
  • MW Advocate
    Art from the Heart

 

Best Staff Wellbeing Initiative

Gold winner:

  • Belfast City Council
    One Billion Steps Challenge

A textbook multi-faceted campaign that touched on comms, employee engagement, and wellbeing objectives by inspiring employees to get out and about. The activity illustrated the true power of comms to connect people.

 

Issues, Crisis or Reputation Management

Gold winner:

  • Lighthouse Communications
    Against all odds

The entries in this category were close but this was a clear gold winner for its planning delivery and evaluation. Key to its success was having a full crisis management strategy in place which was quickly implemented and working well at each stage. the tactics were spot on and the campaign was evaluated with a measurement that looked to wider business objectives and performance, while also including qualitative and quantitative goals across both offline and online. A great piece of crisis management and a Gold winner.

Silver winner:

  • Morrow Communications
    A spotlight on small-scale wind in NI

 

Best Publication

Gold winner:

  • Housing Executive
    Housing Executive – Streets Ahead 2020

In a review of 2020, you might expect a publication to focus purely on stories from the pandemic or health and safety messages, and, whilst the Housing Executive certainly made mention of what’s been a challenging year, they didn’t let it dominate their year-in-review. Instead, they produced a balanced issue, packed with stories, stats, and facts about both how services have continued to be delivered and employees have gone above and beyond for residents this year, as well as checking in on residents and looking to the future. Judges were impressed by the bright, vivid design, the environmental focus in production, the variety and creativity of the stories told, and the impact it’s clearly had. Congratulations on your Gold award.

Silver winner:

  • Belfast City Council
    City Matters

Finalists:

  • Brown O’Connor Communications
    CONNECTED, Official magazine of Londonderry Chamber of Commerce
  • HSCQI
    HSCQI Annual Report 2020: Programmes, Partners and People
  • Northern Ireland Chamber of Commerce and Industry
    Ambition Magazine

 

Outstanding Young Communicator of the Year

Gold winner:

  • Jessica Fok
    Turley

Jessica is a practitioner with ethics and integrity at the heart of her practice. She has demonstrated that she is carving herself a niche in the world of planning consultation working across the island of Ireland navigating different rules and regulations, transforming the delivery of public consultations, and achieving positive results on behalf of her clients. Ultimately, Jessica works in an extremely professional environment and is a confident communicator who is advancing her professional and personal development, and judges are agreed that she is a rising star in public relations.

Case study

Silver winner:

  • Amy Black
    Portview

Finalists:

  • Ciaran Mullan
    Rumour Mill Creative Communications
  • Olivia McAleenan
    Clearbox

 

Independent PR Practitioner of the Year

Gold winner:

  • Maurica Mackle Chart.PR, FCIPR
    Mackle Communications

A solid operator with a strong commitment to professional development and a thorough approach to partner choice. It’s been a hard time for independents, and Mackle has weathered the storm admirably.

 

Small PR Consultancy of the Year

Gold winner:

  • Brown O’Connor Communications

It was a close-run thing in this region but Brown O’Connor just edged it because of the range of services the agency turned its hand to as it pivoted through COVID. The agency has a strong niche offer, and the growth over the three years it’s been operating is strong. Its founders give back too – they’re active within the CIPR in the region, as well as within various social enterprises. And finally, the agency may be relatively young, but it’s building a stellar client list.

Silver winner:

  • Clearbox

Finalists:

  • Impact Communications
  • Rumour Mill Creative Communications

 

PR Consultancy of the Year

Gold winner:

  • Morrow Communications

The judges were impressed by the embedding of the PRCA CMS accreditation into the business strategy. There was an excellent strategic approach to client retention and new client wins, helping mitigate the effects of the pandemic. A sustained and nuanced approach was shown to staff CPD and the progress made on equality, diversity, and inclusion was excellent. The campaign showed strong creativity with deep thinking on measurement and evaluation.

Silver winner:

  • Smarts

Finalist:

  • Clearbox