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. Demonstrated objectives achieved.
 
SILVER WINNER:
Prohibition PR
The Nexus Business Barometer

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
 
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

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

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

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

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

ARTS, CULTURE, SPORT OR ENTERTAINMENT CAMPAIGN

GOLD WINNER:
ilk
What s Up With Everyone?
 
A 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

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 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

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

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 the 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

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 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.
Case study

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