We're thrilled to announce the results of the CIPR Scotland PRide Awards 2022. Click on the links below to view the winning entries.
Note: Case studies will be available soon.
Corporate and Business Communications Campaign
Gold winner:
Frame
A spotlight on sustainable construction during COP26
A strong entry that showed good research was implemented to achieve good outcomes. Strategy and innovation were clear and demonstrated a good understanding of how these would help achieve the objectives. Positive use of AMEC for evaluation. Strong outputs vs outcomes. Impact of the success of the campaign demonstrated.
Silver winner:
Muckle Media
Pledge People Not Bots
Finalists:
BIG Partnership
Back the BID campaign - Aberdeen Inspired
Hot Tin Roof
Road to Renewables
Pagoda PR
Launching a new era for the Donaldson Group
Consumer Relations Campaign
Gold winner:
Muckle Media
Bella & Duke Park Ranger
The campaign clearly demonstrated an idea of how they used research to inform the strategy. A mix of tactics used for the delivery of the campaign. This campaign was able to capture a moment in time that was backed up by insights. It had a clear process in place - from concept to delivery. Impact demonstrated and delivered on objectives.
Silver winner:
Muckle Media and Glasgow Life
Reopening the Burrell Collection
Public Sector Campaign
Gold winner:
LUX
Turning the lens on food waste
Case Study
A topical winner aimed at driving short-term impact to support long-term legacy! Excellent SMART objectives set. Good research/planning built around the AMEC framework ensuring a focus on insights-driven work. Great strategy and innovative involvement of Rankin. A superb example of a well-executed and ambitious but meaningful, impactful and creative campaign, highlighting a Scottish problem with global impact.
Silver winner:
Police Scotland
Don't Be That Guy
Finalists:
Holyrood PR
Shedding light on Scotland s natural capital
Muckle Media and Glasgow Life
Reopening the Burrell Collection
Not-for-Profit Campaign
Gold winner:
Morrison Media
Never Forgotten – Erskine’s Falklands heroes
Case Study
An excellent campaign with a clear focus centred around Falklands war veterans. Morrison Media put care, compassion and respect at the heart of its PR strategy. Real voices told the story of the Falklands war, life afterwards and the care that Erskine provides to veterans. The campaign set out clear SMART objectives and the measurement indicated a strong performance, with superb coverage secured from beginning to end. The judges were moved by the reuniting of two former soldiers who had served together, as well as the memorial service, showing the human side of the nation’s veterans.
Silver winner:
Weber Shandwick & Royal Society of Chemistry
Making a Splash with Paint
Finalists:
HOLYROOD PR
Humans of the Walk - COP Edition
Message Matters
Food Train: Eat well, age well
Tricker Communications
The Cinderella of UK Business for SPAA
Healthcare Campaign
Gold winner:
Smarts
Settling In
This was a strong and closely fought category. But the winning campaign demonstrated clearer use of research that followed through to delivery. It had clear objectives and the strategy was aligned to maximise outputs. It also had a strong mix of tactics, enabling the achievement of impactful results for the client.
Silver winner:
BIG Partnership
Renaissance Care’s Summer Olympics
Integrated Campaign
Gold winner:
Ginger
The Angus Tour Launch Campaign
An outstanding entry. Clear brief and SMART objectives. Well researched, planned and executed. Creative and innovative with specific targeting evident in the planning of press trips. Good example of community engagement with the creation of a local swimming group and development of a social media presence. Significant awareness demonstrated by the results achieved to shine the spotlight on the variety of visitor experiences on offer.
Silver winner:
Weber Shandwick & Royal Society of Chemistry
Making a Splash with Paint
Finalists:
Edinburgh Napier University
#NapierNames
Muckle Media
Pledge People Not Bots
Smarts
Settling In
Low Budget Campaign
Gold winner:
Sepsis Research FEAT
Sepsis Awareness Campaign – Sepsis Stories
This was a very strong entry that outlined a clear interpretation of the brief. It had a well devised strategy that did succeed to deliver innovation with a limited budget. It demonstrated the successful implementation of tactics despite limited resources. This campaign had strong results were achieved within a limited budget that provided a positive impact for the charity.
Silver winner:
Tricker Communications
The Cinderella of UK Business for SPAA
Finalists:
Beeline PR
Forever Edinburgh - The Story Never Ends
Muckle Media
The Hebridean Baker
Smarts
The Exceptional Gift
Travel, Leisure or Tourism Campaign
Gold winner:
VisitScotland
VisitScotland’s Water Wellness campaign
This was a thorough entry that was clear on concept and objectives. It used the current landscape for the sector along with a clear mix of statistics to support its approach and delivery. Implementation for both consumer and industry was clear and the results for this campaign were comprehensive for each.
Silver winner:
Tricker Communications
The Cinderella of UK Business for SPAA
Finalists:
Beeline PR
Forever Edinburgh - The Story Never Ends
Muckle Media and Glasgow Life
Reopening the Burrell Collection
Scottish Campaign of the Year
Gold winner:
Pagoda PR
A winning formula for Maths Week Scotland
Case Study
This was a highly creative and clearly written award entry. The brief was easy-to-understand and contained SMART objectives. The use of regional media targeting to engage with local schools was highly commended to ensure the initiative was rolled out across the Scottish region. The entry demonstrates high levels of creativity including the use of ‘teacher influencers’ and the maths quiz on regional radio stations. Evaluation was very comprehensive but could have been strengthened by references to the overall social impact of Maths Week.
Silver winner:
Edinburgh Napier University
#NapierNames
Finalists:
Muckle Media
The Hebridean Baker
Muckle Media and Glasgow Life
Reopening the Burrell Collection
Weber Shandwick & Royal Society of Chemistry
Making a splash with paint
Best Use of Media Relations
Gold winner:
Pagoda PR
A winning formula for Maths Week Scotland
Creative and well-written award entry. Targeting regional media to engage with local schools was a simple yet innovative idea referenced as the power of regional press can often be overlooked. Impressively incorporating an environmental focus to reach a wider audience. A particular highlight of the award entry was the use of ‘teacher influencers’, tapping into a great niche particularly given the rise of home-schooling during covid-19 and the need to keep pupils engaged. Further creativity referenced within the strategy included the maths quiz on regional radio stations which was an interesting use of broadcast PR supplemented by more traditional PR activities. Outstanding results were accentuated by feedback from the Scottish government.
Silver winner:
Holyrood PR
Shedding light on Scotland s natural capital
Finalists:
HOLYROOD PR
Handing the keys to Scotland's employees
Best Use of Digital and Social Media
Gold winner:
Smarts
Don't Be That Guy
Not only was this a great campaign it was also a well-written entry. Implementation of the tactics had created synergy with the overall objectives. It also showed a good mix of tactics that worked to achieve strong results for the client. The impact of the campaign has longevity, but it was clear initial feedback demonstrated positive support and sentiment.
Silver winner:
Pagoda PR
Taking on Testing in Lanarkshire
Best Use of Content
Gold winner:
Smarts
Don't Be That Guy
Well-written and thought-out entry with a precise set of SMART objectives to produce desired results. Good to see the wider social responsibility of the carefully managed and highly effective campaign. Co-creation concept within the ideas was very welcome to enable content to be more authentic. Clear evidence of research on the target audience undertaken. Innovative highlight was the use of Police Scotland personnel undertaking the verbal briefings with the influencers rather than via the PR agency. Supports the relationship building and how invested the police are in the campaign. Demonstration of delivery of a sensitive topic in an engaging manner was excellent. Reference to the Sarah Everard tragedy indicates an element of crisis comms within the strategy which could have posed challenges in terms of the tone and appropriate distribution of content. Strong evaluation and good balance between the quantitative metrics and connection to the wider social impact of the campaign.
Silver winner:
NHS Lothian
Pandemic: NHS Lothian's response to Covid-19
Best Event
Gold winner:
Pagoda PR
The Secrets to Self-Build Success
A great example of taking ownership of and creating an own brand event. Although there was a clear objective of running the event and driving ticket sales, the judges would have liked to have seen some thought given to developing a set of SMART objectives. Well researched and good evidence of a successful digital promotional campaign to accompany the traditional PR tactics employed. Excellent results were demonstrated with ticket sales exceeding expectations together with positive feedback from delegates and clients.
Silver winner:
Scottish Canals
Scottish Canals - Canals Do Net Zero
Best Staff Wellbeing Initiative
Gold winner:
Wheatley Housing Group ltd
Wheatley Group's staff wellbeing initiative
Wheatley Housing group identified a real issue with well-being and set about addressing it. Working closely with HR, the communications team put in place a series of people-centred activities that were accessible to all. The judges were impressed with the tangible impact made by this campaign resulting in improved well-being for staff at a critical time.
Best Publication
Gold winner:
Clark
Taking Scottish Seafood 'Beyond the Boat'
A creative and innovative approach to a publication. This digital-first toolkit was designed to meet an identified need of improving the sustainability of seafood businesses. The judges were wowed by the level by which targets were exceeded, leading to funding for the future of the project. A great example of how to apply knowledge from other sectors to bring about tangible benefits.
Hamp Hamilton Award for Scotland's Outstanding Young Communicator
Gold winner:
Craig Ritchie
Morrison Media
Craig is a breath of fresh air showing real enthusiasm for his career in PR and is very willing to learn more about strategy, measurement and evaluation. A definite star for the future.
In-House PR Team of the Year
Gold winner:
The University of Edinburgh
Clearly invested in colleagues' professional growth, this team is doing so much with so little budget. It came across in the submission that they're focused not just on output but outcomes - nice link of coverage to objectives. They know how to promote the university, not just within the UK but on a global level to get cut through with the most important audiences.
Case Study
Silver winner:
Royal Zoological Society of Scotland
Finalists:
VisitScotland
Small PR Consultancy of the Year
Gold winner:
Beeline PR
Case study
The judges enjoyed reading this entry and it is admirable that Beeline grew based on word of mouth and recommendation, an accomplishment that should be noted.
Silver winner:
Morrison Media
PR Consultancy of the Year
Gold winner:
Weber Shandwick
Case Study
Weber Shandwick is impressed with how it's using the power of its size to make purpose “ for its people and its clients“ a central tenet. Its People with Purpose strand drove its talent strategy so build D&I, CPD and wellbeing for its talent, while its Businesses with Purpose thread resulted in the launch of enhanced, strategic offers to help clients navigate through uncertain times. At a time when CSR is top of the agenda, and economic uncertainty is par for the course, Weber Shandwick's approach helped it take the gold in a competitive region.
Silver winner:
3x1 Group
Finalists:
Clark
Message Matters
Muckle Media