We’re thrilled to announce the results of the CIPR Scotland 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:

  • Frame and Scotland Food & Drink
    Championing a sector’s Brexit interests

This was a stand-out entry for the judges in large part due to the focus on measurement and evaluation, which was rooted in the initial objectives. A strong campaign delivered very well.

Silver winner:

  • Pagoda PR
    Launching Compass Scotland

Finalists:

  • Clark
    Navigating a perfect storm for seafood
  • Clark
    Scottish Business Cares: SBRC and Clark
  • Muckle Media
    XpoNorth
  • Volpa
    The Extraordinary Training Company: Be Extraordinary

 

Internal Communications Campaign

Gold winner:

  • Wheatley Group
    Working in lockdown: Team Wheatley bringing staff together

A fantastic entry and a huge internal comms effort that deserves high praise. The team created and executed a people-focused strategy during the toughest of times, clearly boosting engagement and togetherness across the organisation. Well done all!

 

Consumer Relations Campaign

Gold winner:

  • Pagoda PR
    Putting Frame-Tech in the consumer frame

We loved that they took the time to understand the audience and were bold enough to change the channel strategy away from what had already been established. A really good multi-channel campaign that wasn’t only technically proficient but also put the human story and expertise front and centre. Standout ideas in a niche market that really brought the area to life.

Silver winner:

  • tigerbond
    Open for Care

Finalists:

  • Muckle Media
    8 Doors Distillery
  • SPEY
    The Perfect Collection
  • Weber Shandwick
    Make It a Chef’s Special

 

Public Sector Campaign

Gold winner:

  • Zero Waste Scotland
    Scotland is Stunning- Let’s Keep it That Way

An ambitious campaign that showed great use of behaviour change principles and an understanding of the power of positive messaging. We were particularly impressed by the way they targeted younger audiences without making them feel blamed. Very strong alignment of everything they did showing real impact to all communities involved – and an impressive number of partner organisations!

Silver winner:

  • Smarts Scotland
    Scotland’s organ and tissue donation law change

Finalists:

  • Scottish Social Services Council
    Scotland’s Inspiring Care Stories Campaign
  • Smarts Scotland
    Clear Your Head

 

Public Affairs Campaign

Gold winner:

  • Frame and Scotland Food & Drink
    Championing a sector’s Brexit interests

This was a tough category for the judges to pick a winner in, but this particular entry just pipped the others to the post. Very well thought out and executed.

Silver winner:

  • Royal College of Psychiatrists in Scotland
    RCPsych in Scotland: No Wrong Door

Finalists:

  • FSB (Scotland)
    From Recovery to Prosperity: A Small Business Campaign
  • MDDUS
    Saving the frontline clinical memory of Covid-19
  • Muckle Media
    The Hunter Foundation: Raising Scotland’s Economic Growth Rate

 

Not-for-Profit Campaign

Gold winner:

  • The BIG Partnership
    Kiltwalk: Striding ahead in a time of need

We were impressed by the way they dealt with challenges including the pivot to digital and a significant cut in the budget caused by the pandemic. We loved the way they caught the warm tone of voice of Kiltwalk Kindness, the number of charities they helped, and the long-term legacy for the brand.

Silver winner:

  • Holyrood PR
    Paths For All: Winter Walking Once a Day

Finalist:

MDDUS
Saving the frontline clinical memory of Covid-19

 

Healthcare Campaign

Gold winner:

  • Smarts Scotland
    Clear Your Head

An important campaign delivered exceptionally well at a time when people really needed it. The judges were impressed with lots of elements of this entry, especially the success metrics, which were clear and considered.

Silver winner:

  • Smarts Scotland
    Scotland’s organ and tissue donation law change

 

Integrated Campaign

Gold winner:

  • Smarts Scotland
    Clear Your Head

A highly competitive category with some very strong entries. The judges decided that this entry was worthy of the gold in this category due to a good blend of creativity and strategic channel selection to make sure the message was delivered.

Silver winner:

  • Volpa
    Game On! The GWCT Scottish Game Fair 2019

Finalists:

  • Holyrood PR and AlwaysBeContent
    Your Water Your Life: A Thirst for Success
  • SPEY
    The Perfect Collection
  • Weber Shandwick
    Uncovering Precious Elements
  • Zero Waste Scotland
    Scotland is Stunning-Let’s Keep it that Way

 

Low Budget Campaign

Gold winner:

  • Loch Lomond & The Trossachs National Park
    “Shhh!…It happens.”

A tricky subject expertly handled with humour. We particularly liked that they made it part of their planning that learnings from this campaign would feed into future campaigns. Real impact is shown through their campaign feeding into the national strategy – what a fantastic outcome! A properly inspiring campaign.

Silver winner:

  • Frame and Scotland Food & Drink
    Scottish Food & Drink Fortnight: Local Legends

Finalists:

  • 3×1 Group
    Aunty May’s Christmas Kitchen
  • Holyrood PR
    Surgeons Quarter: Check-in to a PR success
  • Smarts
    Smarts Albert Bartlett – Sleeping Beauties
  • Volpa
    Climate Solutions: Educating for change

 

Travel, Leisure or Tourism Campaign

Gold winner:

  • Frame Creative PR
    How long you a way-fer? Tunnock’s Caravan Wafer

We absolutely loved the creativity of this and the attention to detail – who would have thought to look for someone who makes biscuit cushions? We were also impressed by their creative thinking when it turned out they couldn’t use Tunnock’s own social media channels because they don’t exist (although we’d love the job of setting them up please – we all wanted a wafer by the time we’d finished discussing this one). A really innovative partnership.

Silver winner:

  • Weber Shandwick
    Helping new customers Remember Luxury with ICMI

Finalists:

  • Bright Bus Tours
    BBT brings Edinburgh’s history out of lockdown
  • First Bus Aberdeen
    Lockdown launch of World’s first double-decker hydrogen bus
  • Loch Lomond & The Trossachs National Park
    “Shhh!…It happens!”
  • Volpa
    Game on! The GWCT Scottish Game Fair 2019

 

Scottish Campaign of the Year

Gold winner:

  • Message Matters
    Scotland Loves Local Campaign

A simple yet effective idea brought to life through a creative and integrated campaign, backed by a clear strategy.

Silver winner:

  • Muckle Media
    The Hunter Foundation: Raising Scotland’s Economic Growth Rate

 

Best Use of Media Relations

Gold winner:

  • Smarts Scotland
    Scotland’s organ and tissue donation law change

This is a hard subject for people to talk about so communicating positively and getting people to decide in advance is a very worthwhile thing to do. We were particularly impressed by their strong storytelling supporting an emotive subject handled sensitively. Really good use of emotion in a positive way.

Silver winner:

  • Weber Shandwick
    Uncovering Precious Elements with Royal Society of Chemistry

Finalists:

  • Clark
    Navigating a perfect storm for seafood
  • Holyrood PR
    Mackie’s Crisps: Making PR sizzle
  • Muckle Media
    The Hunter Foundation: Raising Scotland’s Economic Growth Rate
  • SPEY
    Benriach Reborn

 

Best Use of Digital and Social Media

Gold winner:

  • Weber Shandwick
    It’s Time to Dream Big Again

Silver winner:

  • Zero Waste Scotland
    Scotland is Stunning-Let’s Keep it that Way

Finalists:

  • Frame PR
    Launching Love Seafood
  • Holyrood PR
    CALA X Kitchin: Cooking up a storm
  • Pagoda PR
    Easing Winter Pressures during a Pandemic
  • SPEY
    Benriach Reborn

 

Best Use of Content

Gold winner:

  • Smarts
    Smarts Albert Bartlett – Sleeping Beauties

This entry took an incredibly creative approach to the clear objectives that they were set out. Thorough research and planning, combined with well-executed delivery and implementation, helped this very memorable content stand out.

Silver winner:

  • Weber Shandwick
    It’s Time to Dream Big Again

Finalists:

  • 3×1 Group
    Aunty May’s Christmas Kitchen
  • Holyrood PR
    Paths for All: Mind to Walk
  • SPEY
    Owning the Moment

 

Best Event

Gold winner:

  • Pagoda PR
    Launching Compass Scotland

A highly innovative event, delivered in a flexible and agile way in the middle of a pandemic. The clear and targeted multi-channel strategy that ensured the longevity of the content stands out.

Silver winner:

  • SPEY
    Owning the Moment

Finalists:

  • DSRL
    Dounreay Decommissioning Excellence Awards 2020
  • Skills Development Scotland
    Scottish Apprenticeship Awards

 

Best COVID Response

Gold winner:

  • VisitScotland
    VisitScotland’s response to COVID-19 and Scottish tourism recovery

This campaign really showed leadership in a time of crisis. A strong, multi-stakeholder holistic campaign that puts staff first. The commitment to not just maintaining the status quo but creating new, engaging campaigns – despite continual setbacks and the changing environment caused by Covid – and long-term brand building was really impressive.

Case study

Silver winner:

  • Zero Waste Scotland
    Scotland is Stunning- Let’s Keep it That Way

Finalists:

  • BIG Partnership
    #StillStandingFree campaign
  • Scottish Social Services Council
    Scotland’s Inspiring Care Stories Campaign
  • Smarts Scotland
    Clear Your Head
  • tigerbond
    Open for Care

 

Best Staff Wellbeing Initiative

Gold winner:

  • Skills Development Scotland
    Winter Wellbeing campaign

We were particularly impressed that the campaign was delivered entirely in-house and showed that Skills Development Scotland genuinely cared about the wellbeing of their staff. They achieved a lot with no budget in a short space of time. Clear strands to the campaign and a real commitment to making it work made this the standout campaign for us in this section.

Silver winner:

  • Wheatley Group
    Supporting staff and keeping them connected

Finalist:

  • Weber Shandwick
    Juicing Up Our Staff Wellbeing

 

Issues, Crisis or Reputation Management

Gold winner:

  • BEAR Scotland
    A68 at Fala: The collapsed road

A solid response to a crisis. Constant rapid and clear communications built on having clear pillars to the strategy. We thought there were great results with the MP recognition and positive responses from stakeholders, particularly under the added pressure of having to ‘prove themselves’ with this being the first issue to deal with after taking over the contract.

Silver winner:

  • BEAR Scotland
    Rest and Be Thankful Landslides: A Communications Response

 

Best Publication

Gold winner:

  • Volpa
    Lantra: The Wood and the Trees

A creative publication that addressed the well-researched challenges at hand in a cost-efficient manner.

 

Outstanding Young Communicator of the Year

Gold winner:

  • Daisy Bartlett
    Smarts Scotland

In what proved to be a very competitive category, our winning entrant stood out for their enthusiastic commitment to continuous professional development, their intellectual curiosity, and their passion for the industry. Their creative approach to problem-solving, and the ability to adapt to changing circumstances, saw them deliver outstanding results for their clients and their employer. A well-deserved winner in an extremely challenging year.

Case study

Silver winner:

  • Michael Scobbie
    Scottish SPCA

Finalists:

  • Jamie Bannerman
  • Kathryn Wilkie
    SPEY
  • Lisa Donnelly
    Clark

In-House PR Team of the Year

Gold winner:

  • Scottish SPCA, Holyrood PR

Good entry which demonstrates the value the team brings to the org helping support its fundraising efforts and raising awareness of issues.

Case study

Silver winner:

  • VisitScotland

Finalist:

  • Wheatley Group

 

Small PR Consultancy of the Year

Gold winner:

  • Volpa

Volpa took the gold in this region because of its clear-headed response to a situation a lot of agencies find themselves in: stagnancy, which eventually leads to staff attrition. Volpa took clear-headed, strategic action and was starting to reap the rewards until COVID. We applaud Volva’s honesty in sharing just how deeply the successive lockdowns have impacted what until then was a growing business. And we applaud even more the actions taken to keep the agency going, not just with a concerted new business push but with a keen focus on staff welfare and training.

Case study

 

PR Consultancy of the Year

Gold winner:

  • 3×1 Group

This was one of the best entries across all the regions and was impressive in all aspects. 3×1 Group acts as a PR leader and heavily invests in continuous professional development of staff, helping support them in national and global PR training. There is a strong emphasis on improving company culture and the campaign used excellent creative PR tactics.

Case study

Silver winner:

  • Clark

Finalists:

  • Grayling Communications
  • Smarts Scotland
  • Weber Shandwick