We’re thrilled to announce the results of the CIPR Yorkshire and Lincolnshire 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:

  • Definition
    A New Retail Experience from Astrid & Miyu

The delivery and implementation make this stand out. Real thought went into delivering this, exercising a range of support, including market research bodies and partnerships. Clearly demonstrated objectives achieved.

Silver winner:

  • Prohibition PR
    The Nexus Business Barometer

Finalists:

  • Definition
    Walker Morris Legal Low-down
  • Evergreen PR
    Virtual Physiotherapy for the Workforce
  • Grayling Communications
    Cummins Powers the future
  • Jaywing
    Highlighting Mental Health in the Trades

 

Internal Communications Campaign

Gold winner:

  • Nisa
    Communicating through challenging times

This campaign showed initiative and was done in a short space of time by a small team and received high levels of advocacy. It was also creative and provided a platform to build on across and beyond the pandemic. Would have liked to have seen more quotes and feedback but liked the narrative.

 

Consumer Relations Campaign

Gold winner:

  • Grayling Communications
    Not just any Christmas

Great results, based on really creative ways of engaging with media and influencers and focusing on a single key insight into this very unique Christmas period.

Silver winner:

  • Jaywing
    Supporting the nation’s families in need

 

Public Sector Campaign

Gold winner:

  • Diva Creative and GM Moving
    The Greater Manchester Way

Really tapping into the get-out doors vibe of lockdown but also health, wellbeing, community, and inclusivity. The sheer range of mediums used was amazing and surprised this wasn’t entered also for the integrated campaign category. The results too were really impressive in terms of all-round engagement. The storytelling in particular was very compelling. This campaign also looked like a lot of fun, was something everyone could get involved in and was something that could have a lasting mark and further campaign strands.

Silver winner:

  • West Yorkshire Fire and Rescue Service
    #BeMoorAware Moorland Fire Prevention Campaign

Finalists:

  • Bluestorm
    Modern-day slavery – What Do You See?
  • Magpie
    Check-In Staff Suicide Prevention

 

Not-for-Profit Campaign

Gold winner:

  • ilk
    What s Up With Everyone?

With a relatively small budget achieving a significant impact is impressive, especially on a national scale. The campaign shows an understanding of the audience’s needs and preferred communication channels. The agency also cleverly chose a reputational creative studio for making the digital assets which automatically invites a lot of free traffic to the campaign. The campaign is well executed at the correct time, supported by celebrity studio work, traditional media, social media, and influencers; it is not hard to see the positive impact of young audiences.

Silver winner:

  • Prohibition PR
    Give it some Welly for Yorkshire

Finalists:

  • Aberfield Communications
    Making Leeds Beckett the reassuring voice of Clearing
  • Bloom PR
    Eczema Unmasked
  • Evergreen PR
    The Tinnitus Manifesto

 

Healthcare Campaign

Gold winner:

  • Social
    The Big Community Sew: Delivering 1million face coverings

Brilliant campaign, delivering real and long-term value to the community. Creative, engaging, excellent results.

Silver winner:

  • Evergreen PR
    The Tinnitus Manifesto

Finalist:

  • Definition
    Benenden Health: Supporting the nation’s health
  • eskimosoup
    Vaping Demystified

 

Integrated Campaign

Gold winner:

  • Umpf
    Creating Lockdown Superheroes

Loved this campaign. Belling is such an established brand and looking to target young families too it took a traditional approach but provided some modern twists. Loved the aspirational aspects of it around superheroes and also encouraging cooking and the stats on the way the campaign was received were probably the best I’ve seen across all the categories judged in terms of impact in all channels. Really impressive. A stand-out campaign.

Silver winner:

  • Prohibition PR
    Give it some welly for Yorkshire

Finalist:

  • Grayling Communications
    Not just any Christmas

 

Low Budget Campaign

Gold winner:

  • Evergreen PR
    The Tinnitus Manifesto

An interesting campaign and with a relatively healthy budget. Interesting for its combination of coverage and also political change management to get Tinnitus on the agenda in an incredibly quickly changing landscape against COVID. Noted the use of EAST and also the structured way they approached this campaign. A lot of research but it seemed light on details on the mechanics in comparison to other entries I’d read in this category and others.

Silver winner:

  • Bloom PR
    Eczema Unmasked

Finalist:

  • Grayling Communications
    No tricks, all treats
  • Umpf
    Street-Renaming Puts Shopping Centre Back On The Map

 

Arts, Culture, Sport or Entertainment Campaign

Gold winner:

  • ilk
    What s Up With Everyone?

A really timely campaign, focusing on a crucial topic. The results speak for themselves, and it used real insights from young people.

 

Travel, Leisure or Tourism Campaign

Gold winner:

  • Grayling Communications
    Mitigating risk for LBA

The judging team felt that the campaign showed that the preparation was thoroughly completed and the outcome was achieved. They would have loved to have found out more about the decision to air the programme and also the people featuring in it.

 

Education Campaign

Gold winner:

  • Jaywing
    Diversifying the legal industry with ULaw

This is a well-rounded entry. With a low overall budget. Asking people to ‘dream big’ and then following the story initially over what appears to be a pretty short burst of activity onto a longer campaign shows a breadth of storytelling, taking people on the journey and conversation in a difficult marketplace to get inclusivity as stated in their research with not only coverage but actionable results which results in 85% form increases. And visibly changing lives by referencing the winner setting up their own charity and being a force for change – this looks like it could be a long-running change-making programme which has some very interesting and thought-provoking content topics. Very engaging.

Silver winner:

  • Social
    Securing a Bright Future for Quarry Hill Campus

Finalists:

  • Aberfield Communications
    Making Leeds Beckett the reassuring voice of Clearing
  • Sheffield Hallam University
    The GROW Mentoring Programme

 

Regional Campaign of the Year

Gold winner:

  • Prohibition PR
    Give it some welly for Yorkshire

A very well thought campaign. I like the light-hearted approach for the sensitive topic and the chosen Yorkshire icon the Welly, bringing local people together. The campaign summary is clearly listed integrated activities, including online and offline. Multiple channels are being used for delivering key messages, and the outcome is impactful.

Silver winner:

  • Grayling Communications
    Mitigating risk for LBA

 

Best Use of Media Relations

Gold winner:

  • Umpf
    Street-Renaming Puts Shopping Centre Back On The Map

This was brilliantly, creatively done. A perfectly timed, fully immersive campaign, that delivered real business results.

Silver winner:

  • Aberfield PR
    Making Leeds Beckett the reassuring voice of Clearing

Finalists:

  • Bloom PR
    Eczema Unmasked
  • Sheffield Hallam University
    Sheffield Hallam University A-level results and clearing campaign

 

Best Use of Digital and Social Media

Gold winner:

  • Prohibition PR
    Give it some Welly for Yorkshire

Brilliant use of insight to engage social media users in an important campaign. Inventive, engaging, well measured.

 

Best Use of Content

Gold winner:

  • Umpf
    Creating Lockdown Superheroes

This was a great piece of creativity. The work that went into it took consideration of Belling’s clear objectives, considered both the recipe book content and the media angle for launch. Lovely campaign.

Silver winner:

  • ilk
    What s Up With Everyone?

 

Best COVID Response

Gold winner:

  • Social
    The Big Community Sew: Delivering 1million face coverings

An excellent campaign. Cleverly crafted to mobilise hyper-local community groups, which grew and grew via partnership working. Great visibility across platforms and high praise from senior government personnel. The campaign didn’t stay static and innovated, offering competition. The number of masks and content reach highlights the clear success of this campaign.

Case Study

Silver winner:

  • Sheffield Hallam University
    The GROW Mentoring Programme

Finalists:

  • Grayling Communications
    Not just any Christmas
  • Jaywing
    Supporting parents with homeschooling during COVID-19
  • St Barnabas Hospice
    Launching Lincolnshire’s first charity Donation Drive-Thru
  • West Yorkshire Fire and Rescue Service
    WYFRS – Be Covid Wise

 

Best Staff Wellbeing Initiative

Gold winner:

  • Grayling Communications
    Grayling Communications

A strong approach to managing employee wellbeing during lockdowns. A consistent strategy and regular feedback from staff made this piece of work very effective.

 

Issues, Crisis or Reputation Management

Gold winner:

  • Grayling Communications
    Mitigating risk for LBA

A well-considered crisis strategy and the outcome has exceeded all the objectives. I especially like the research part; the agency researched key audiences and potential risks that they could bring to the brand. The agency planned out accordingly with suitable comms tactics, which successfully stopped the potential damage.

 

Best Publication

Gold winner:

  • Social
    Celebrating Success: The Piece Hall Annual Review

A beautiful piece of work. Social took what could have been quite a dull publication and brought it to life. The strategy was clear throughout and the Annual Review made a big difference to the way the community thinks about The Piece Hall.

Silver winner:

  • Umpf
    Creating Lockdown Superheroes

Finalist:

  • Nisa
    Consortium – Making a difference to partners nationally

 

Outstanding Young Communicator of the Year

Gold winner:

  • Charlie Joy
    Severfield plc

Charlie came across well, likeable and passionate about his work, company, and career. Though sometimes Charlie did not use the right terminology to describe his work, he clearly has the knowledge and skills. His attitude towards his career is commendable, his approach to his learning and development was admired by all the judges, and his focus on how to make communications accessible and engaging is noteworthy. Charlie was very humble in describing his work, he should take more pride and really own his achievements. Charlie would benefit from mentoring or coaching in this space, to help him understand his potential. A better understanding of campaign planning and evaluation would also help Charlie, particularly as he develops and moves into more senior roles.

Case study

Silver winner:

  • Tom Hall
    Grayling Communications

 

In-House PR Team of the Year

Gold winner:

  • West Yorkshire Fire and Rescue Service

A great showcase of recent achievements and the key campaign was well thought through and delivered great results

Case Study

Silver winner:

  • Nisa

 

Small PR Consultancy of the Year

Gold winner:

  • Evergreen PR

A focus on outcomes, strategic planning and CPD scored highly for Evergreen. Its use of best practice models such as the AMEC framework, PESTLE, and SWOTs, coupled with behavioural insight models such as the EAST framework, and not forgetting the independent client satisfaction survey, makes Evergreen a contender in its niche – so much so that it’s revenue growth during the past 19 months has been impressive enough for it to take the gold.

 

PR Consultancy of the Year

Gold winner:

  • Iseepr

iseepr showed very strong business performance, a well-defined business strategy, and paid deep attention to company culture. There was a strong investment in staff through the CPD programmes, and attention was paid to improving equality, diversity, and inclusion. The campaign showed a deep knowledge of the technology sector, with a creative campaign that had a deep impact on the banking sector.

Case study

Silver winner:

  • Grayling Communications

Finalist:

  • Definition
  • Social
  • Prohibition PR