We’re thrilled to announce the results of the CIPR Yorkshire and Lincolnshire PRide Awards 2019. Click on the links below to view the winning entries.

To view and download photos from the event, please click here.

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

Corporate and Business Communications Campaign

Gold winner:

  • Prohibition PR
    Surviving and thriving in Med Tech

Work with focus groups gave valuable insight into the nuances and behaviours of the medical device industry. Using all four areas of the PESO model to engage with the core audience, Prohibition PR achieved an impressive increase in their client’s share of voice and generated directly attributable revenue for the client.

Case study

Silver winner:

  • Definition
    Relaunching Rhodar: a one stop solution

Finalists:

  • Finn
    Essity’s School Hygiene Essentials Initiative
  • Grayling and Cummins
    Engineers a comeback
  • Jaywing PR and The MPA Group
    Driving brand visibility and engagement through innovation
  • Social and Luminate Education Group
    Bringing Luminate to life with a new campus

Internal Communications Campaign

Gold winner:

  • NHS Leeds Clinical Commissioning Group
    Meeting the challenge of an agile workforce

Not content to rely on traditional internal communications tactics following an organisational merger, the NHS Leeds Clinical Commissioning Group team surveyed staff and analysed existing communications channels to provide a baseline and identify where they could improve. Keen to introduce new ways of communicating, they became the first NHS organisation to roll out Facebook’s Workplace. Initiatives including a welcome card to new employees and the ‘Big Thank You’ campaign, coupled with more traditional internal communications tactics, generated impressive results that demonstrate what can be achieved when a team thinks differently, with the security of insight from its audience.

Case study

Consumer Relations Campaign

Gold winner:

  • Prohibition PR
    If I Can, You Can empowering ‘Real Women’

Growing a fledgling business from a regional start-up into a national brand was the challenge. Positioning the business owner as the hero of the story and utilising the four areas of the PESO model was the solution. Prohibition PR understood the motivations of its audience perfectly, delivering a sales uplift, an impressive increase in online brand searches and media coverage across trade, national and broadcast media.

Case study

Silver winner:

  • Jaywing PR and Insurance2go
    How clean is your phone?

Finalist:

  • Grayling and M&S
    This is not just any Christmas

Public Sector Campaign

Gold winner:

  • Aberfield Communications and Umpf
    MindMate – Breaking down barriers to mental health

The range of stakeholders involved was impressive, as were the innovative tactics and great use of targeted social media – enabling the audience to be reached and action taken. This campaign was founded in insight, and used a great cross-section of PR activities – from the flesh branded campervans in key locations to targeted ads in sports computer games – as well as traditional media relations.

Case study

Silver winner:

  • West Yorkshire Fire and Rescue Service
    More Than A Uniform

Finalists:

  • Aberfield Communications and the YNYER Local Enterprise Partnership
    Inspiring Yorkshire farmers in post-Brexit Britain
  • Grayling and YPO
    The UK’s first National Apprenticeship Framework
  • Sheffield Hallam University
    Heart of the Region
  • West Yorkshire and Harrogate Health and Care Partnership
    Looking out for our neighbours’ community campaign

Not-for-Profit Campaign

Gold winner:

  • West Yorkshire Fire and Rescue Service
    #ThisGirlDid – Women in the Fire Service

A really excellent delivery that came from a clear identification of problem, married with a need to bring about societal change. The research and insights gathered at the start really enabled West Yorkshire Fire and Rescue Service to drill down into the key messages and tactics required to bring that change about. The use of role models effectively demonstrated that #TheGirlDid and there’s nothing to stop any young female following that lead. This campaign demonstrates that PR isn’t always about budget – it’s about great ideas executed really well. The team delivered fantastic results that hit their campaign objectives.

Case study

Silver winner:

  • Epilepsy Action
    Purple Day 2019 – Every child supported

Finalists:

  • Aberfield Communications
    Gaining approval for York’s largest ever planning application
  • Bluestorm and Green Port Hull
    Hull Street Race: Inspiring our next-generation engineers
  • Definition
    From Rio to Royalty

Integrated Campaign

Gold winner:

  • Prohibition PR
    CEWE’s My Inspiring Moments

This was a winning campaign which cut through in a noisy and crowded market. It demonstrated some amazing ideas, research and planning which drove some simple but effective executions. The use of the PESO model to maximise the opportunities across the activities spectrum was excellent – from using influencers, academics and traditional PR, web, SEO and marketing activities – all integrated to deliver real business results of the brand.

Case study

Silver winner:

  • Bluestorm and AAK Foodservice
    Lion: A ‘sauce’ of food trend inspiration

Finalist:

  • SLB PR, Umpf and LeedsBID
    Made Up Leeds

Low Budget Campaign

Gold winner:

  • West Yorkshire Fire and Rescue Service
    On-Call Firefighter Recruitment #OrdinaryToExtraordinary

This was an excellent campaign that had clear objectives and sound insights at its heart. Bold in its creative storytelling approach – including exploiting a number of larger events, such as Valentine’s Day and International Women’s Day – and deployment of channels, this impactful, integrated campaign is a superb example of what can be achieved, irrespective of budget.

Case study

Silver winner:

  • Prohibition PR
    Placing Leeds back in the ‘Spot Light’

Finalists:

  • Harris
    Clean Extreme: a summer-long launch
  • Sheffield Hallam University
    Heart of the Region
  • Shooting Star
    Our Health Heroes Awards
  • Skipton Building Society
    Accessibility On The High Street

Arts, Culture or Sport Campaign

Gold winner:

  • Welcome to Yorkshire
    Tour de Yorkshire 2019

The Tour de Yorkshire 2019 campaign is a worthy winner and a strong example of an integrated campaign in this sector, combining sharp media relations – national, regional, and trade, achieving impressive coverage – with more specific, creative activations and ideas to inspire and engage local audiences along the route. Congratulations, Welcome to Yorkshire!

Case study

Silver winner:

  • Huddersfield Town Football Club
    Not Martin From Wakefield

Finalist:

  • Shooting Star
    The Best in The Paddock!

Travel, Leisure or Tourism Campaign

Gold winner:

  • Jaywing PR and Best Western
    There’s more to explore in Great Britain

This impactful campaign delivered both creativity and clarity in equal measure. Working from a solid understanding of the target audiences, Jaywing PR developed a highly effective campaign plan with a clear, creative proposition and single-minded message, carefully shaped into a suite of three specific target messages, deployed across a variety of channels. This was an impressive campaign with clear business impact – congratulations, Jaywing PR!

Case study

Silver winner:

  • Welcome to Yorkshire
    The Welcome to Yorkshire 2019 RHS Chelsea Garden

Regional Campaign of the Year

Gold winner:

  • Prohibition PR
    Placing Leeds back in the ‘Spot Light’

This was an excellent campaign which used social media channel data and other audience insights to great effect in order to shape a creative approach that drove engagement and advocacy, whilst also capturing some high-quality user-generated content. An effective use of social media, combined with a savvy media relations strategy, made for impressive outcomes – a worthy winner.

Case study

Silver winner:

  • Approach PR
    Bradford Manufacturing Week, future proofing Bradford’s manufacturing heritage

Finalists:

  • Aberfield Communications
    Inspiring Yorkshire farmers in post-Brexit Britain
  • Sheffield Hallam University
    Heart of the Region

Best Use of Media Relations

Gold winner:

  • Finn
    Essity’s School Hygiene Essentials Initiative

This was an extremely strong media relations campaign. Built upon the strong foundations of detailed research and audience insights, this campaign offered a fun, creative platform with an important message – adeptly combining considered strategic partnerships with human stories, all deployed in a targeted manner to achieve impressive coverage and impact.

Case study

Silver winner:

  • West Yorkshire Fire and Rescue Service
    Emollient Creams – Know The Fire Risk

Finalists:

  • Approach PR
    Bradford Manufacturing Week, future proofing Bradford’s manufacturing heritage
  • Jaywing PR and Insurance2go
    How clean is your phone?
  • Prohibition PR
    If I Can, You Can empowering ‘Real Women’
  • The Right Agency
    Reputation Signed, Sealed and Delivered for AESSEAL

Best Use of Social Media

Gold winner:

  • Prohibition PR
    CEWE’s My Inspiring Moments

Any great social media campaign has to start with social listening and this was no different – listening to the conversations that were going on to identify the problem, and letting the data lead to great ideas and creative tactics. Prohibition PR included owned media, earned social and paid for and combined this with an effective use of influencers, as well as tactical PPC activities using great creative. This campaign really used social media to drive great delivery, with measurable outputs for the client.

Case study

Silver winner:

  • Harris
    Senior Architectural Systems’ first #AluminiumDay

Best Use of Content

Gold winner:

  • Engage Comms
    Nova Tissue – ‘on a roll’

This was a highly impactful, creative campaign that transformed a product-lead sales brief into a fun, engaging campaign with storytelling at its heart. Through its innovative, multi-channel approach to content development and deployment, the campaign successfully drove sales to the company’s website, resulting in impressive impact and return on investment.

Case study

Silver winner:

  • Jaywing PR and Oxford Open Learning
    Are you smarter than a 7-year-old?

Best Use of Photography or Design

Gold winner:

  • Harris and Sandtex Trade
    X-Treme X-Posure: lighting up the Happisburgh Lighthouse

Building on a clear understanding of the brief, this campaign used bold photo and video – including drone – content, all centred around the different stages of decorating a single lighthouse, to great effect. The images and video captured for this campaign successfully relay the key messages of quality and durability, as developed in line with the objectives, without the need for complicated copy – truly, the embodiment of ‘a picture is worth a thousand words’.

Case study

Best Use of Influencer Relations

Gold winner:

  • Prohibition PR
    CEWE’s My Inspiring Moments

How to cut through the Christmas noise without focusing on Christmas, to an audience who predominantly engages with this brand during the Christmas season, was a big ask. Prohibition PR rose to the challenge. This campaign featured original research, a professional advocate, a celebrity authority, a charity partnership and effectively blended these with targeted select photography and lifestyle influencers to help build brand awareness and educate the audience. The results were impressive and exceeded targets for generating sales and acquiring new customers.

Case study

Best Event

Gold winner:

  • Definition and Manifesto Growth Architects
    Making Money in the Membership Economy with Manifesto

This was an excellent campaign with a well-planned and executed event at its heart. The integrated approach – which included a research piece and strategic media partnership, supported by expert use of social – taken by Definition and Manifesto, was deployed in an extremely targeted manner to reach and influence its key audiences and prospects, making them a worthy winner.

Case study

Silver winner:

  • Bewonder*
    Heads, Shoulders, Knees and Toes

Finalist:

  • SLB PR, Umpf and LeedsBID
    Made Up Leeds

Best Publication

Gold winner:

  • Capital B Media and PHA UK
    Emphasis

The judges were impressed by the respect and creativity that goes into each issue of ‘Emphasis’ magazine. Capital B Media and PHA UK clearly have a very honed understanding of their target audiences and their needs – both in terms of information consumption habits and necessary sensitivities with a publication in this sector. All this ensures a highly polished product, which informs, engages and inspires its target audiences.

Case study

Outstanding Young Communicator

Gold winner:

  • Laura Cavanagh
    Aberfield Communications

Laura truly is an outstanding young communicator. Her passion for the industry and for doing things differently is clear, and her audience led and outcome focused approach runs through everything she does. She is a clear team player with a drive to do things better and her questioning nature means that she asks the important question of ‘why’ during the strategic planning phase. Laura is a very worthy winner.

Case study

Silver winner:

  • Chloe Greenwood
    Engage Comms

Finalist:

  • Kay Brown
    Grayling

Outstanding In-House Public Relations Team

Gold winner:

  • Skipton Building Society

Underpinned by a value for money focus, the Skipton Building Society team has delivered impressive media results in a difficult market. They have used imaginative campaigns to engage the public and position their enterprise as socially conscious and responsible. They’ve demonstrated excellent achievements for a small team and are a very worthy winners.

Case study

Silver winner:

  • Nisa Retail

Outstanding Small Public Relations Consultancy

Gold winner:

  • Capital B Media

Capital B Media has enjoyed national reach across Merseyside, the South West of England, and Wales, demonstrating close working with some big-name clients and achieving fantastic retention. This was very impressive but what really made the agency shine is its organisational values and continuing commitment to professionalism and CPD, including an individual annual training budget for staff and a significant contribution towards the cost of CIPR membership.

Case study

Silver winner:

  • Social

Finalist:

  • Faith PR

Outstanding Public Relations Consultancy

Gold winner:

  • Prohibition PR

The bold repositioning of Prohibition PR delivered impressive growth in an area that might otherwise have shown decline. The agency displayed an excellent grasp of how to use psychology to underpin a clever campaign to educate audiences, build a client’s brand awareness and produce a dramatic increase in sales.

Case study

Silver winner:

  • Definition

Finalist:

  • ilk agency