The Fresh:PR Awards 2009: Album of award winners

Abstract

Derbyshire County Council's communications team work with the Environment Agency and the county's district and borough councils is reducing fly-tipping in Derbyshire, 17500 fly-tipping incidents across the county is costing [Derbyshire] taxpayers £900.000 to clear up. Our brief was to: reduce the number of fly-tipping Incidents across the county, increase awareness of and make it easy to report fly-tipping, encourage use of registered waste carriers highlight the penalties for offenders.

Introduction

The new addition to the Fresh family in the form of the PR Awards was a natural progression in our mission to promote excellence across all disciplines in creative communication outside of London.

The support for the programme in the first year has been huge and demonstrates that there is more than enough room in the industry to bring a fresh approach to auuards recognising practitioners in PR.

Fresh does try each year to live up to its name and therefore invites comment and suggestion at all stages so you really do have the opportunity to help shape the programme each year

Whether you have been successful in your attempt to win an award this time or not, you can make a real contribution to the future of the Fresh PR Awards so share your vieuus. Come on now, you know you want to.,.

Paula Kelsey

The Fresh Awards

Credits

Fresh would like to thank the following for their help and support in the production of this book and the first Fresh PR Awards,

Concept & Design Martin Challoner, Nick Boocock and the team at Public Limited in Doncaster

Distribution and Marketing PR Week.

Content The Fresh Awards Entrants and Judging Panel.

Whilst every effort has been made to ensure the accuracy of the publication, Fresh accepts no liability for errors,

The Fresh fluiards, 5 Kingsuuay, Radcliffe on Trent, Nottingham, NG12 2EB T 01158419699, E. [email protected], W. www.freshawards.co.uk

Fresh PR Grand Prix

Winner

Agency: Derbyshire County Council

Title: Motorcycle Safety Campaign

Credits: Jenny Tozer Assistant Director Communications, Fiona lreson Press find Public Relations Officer

We've secured a 30% drop in the number of people killed or badly hurt in car accidents on Derbyshire roads. But crash rates for motorcyclists have not improved. Last year almost a third of people killed or badly hurt on Derbyshire's roads uuere motorcyclists. Crash levels ujere 80% above our 2010 Government target. Our brief uuas to: cut the number of motorcyclists killed or hurt on Derbyshire's roads, raise auuareness of the county's most dangerous routes and reduce risky riding behaviour Key message: Bikes aren't dangerous. Bad riders are. Methods: Rdvertising, RdVans, high visibility roadside signs, posters, a free pocket-sized Bikers' Guide to Derbyshire, media relations, coverage in key corporate publications. The results: Bikers killed or badly hurt during the campaign (May to September) ujas nearly 80% douun, Rpplications for our post motorcycle test training course - Bike Plus - more than doubled in Rpril and trebled in May, UJe printed 10,000 copies of our Bikers' Guide to Derbyshire but uue needed a re-print due to the level of demand. The Derbyshire Road Safety Partnership - made up of Derbyshire County Counci , Derby City Council, the police, fire and health services and the Highuuays Rgency. -Derbyshire County Counci 's communications team manages the partnership's communications,

Judges Comments

This ujas an outstanding campaign uuhich clearly shouus that PR can save lives, Targeting a tough authence both in their oujn county as uuell as visitors to the area, Derbyshire County Council produced a pocket sized guide for bikers as uuell as training courses over the six month "biker season" in an attempt to reduce road deaths. Using crash figures ujith scare factors, this sensitive campaign uuas incredibly uuell handled and the response from the target authence impressive. Road deaths ujere doujn by 80& folloujing the campaign and this uuas a clearly a project ujhich ujas not afraid to tackle the issue head on.

Please log on to www.freshprauuards.co.uk to see this entry in more detail along with all of the Winning, Highly Commended and Finalists submissions.

Judges

I was thrilled to be asked to chair the judging of the Fresh PR Rwards; it ujas an honour to be involved and to share a room for a day ujith the group of outstanding PR professionals ujho gave up their time to participate in the moderation of the process.

Frankly, I uuas impressed with the aujards entries; the ambition and ingenuity on display uuas invigorating. So many campaigns clearly demonstrated that PR outside the M25 is vibrant, alive and well and patently capable of withstanding the drafts of the recessionary uuinter ahead. The competition was of a lofty standard, so it was tricky to come up with a finite list of winners. The local government entries were conspicuously strong and they clearly benefitted from their budgets, which allowed some unbelievable work to come through.

The one disappointment was a general lack of digital innovation, with many companies relying on traditional media for their campaigns. Some did genuflect to the digital space, but the efforts underlined a misunderstanding of the environment. I hope that the entries for 2010 will exhibit a greater perception of effective digital communications.

I would like to give confidence to smaller PR boutiques; they really should enter the awards next year although the Fresh awards compounded the cliche that larger agencies muster all their resources to win awards, this should not put off the less resourced agencies. Come on and give the big boys a run for their money!

In their inaugural year, the Fresh PR Rwards deserve a huge pat on the back. I hope it develops a distinct personality and brand character and becomes an award of true virtue. I hope it goes from strength to strength. UJith careful husbandry, it could become one of the most prominent awards rewarding excellence from outside the Capital

Mark Borkouuski, Borkowski PR

Head of Judging Panel

Fresh would like to thank all of the judges for their valuable time and contribution to the first Fresh PR Rwards. This was a challenging brief for the judges with over 200 entries, way over expectations, in the inaugural competition. R two stage process was implemented with the judges having online access initially, before meeting to discuss and decide the final results. Intense debate and exemplary standards remain in order to encourage future entrants, and the Fresh policy of a mix of both regional and London judges ensures a balance and unbiased approach.

With thanks to Mark Borkowski (Chair), Caraline Brown (Midnight) Daniel Cohen (Trimedia), fìndy Green(Green PR), Caroline Kinsey (Cirkle), Sarah Miller (Charities Commission), Claire Murphy (PR Week), Ben Page (Ipsos MORI), Danny Rogers (PR Week), Loretta Tobin (Trimedia) and Nina Webb (Brazen).

Fresh would also like to thank Public in Doncaster for their creative concept for the Fresh PR Awards.

Freshest Issues or Crisis Management Campaign

Winner

Agency: NHS Lothian

Title: Steal Me

Credits: GIO MacDonald Comms Officer. Clifford Burden Comms Manager

When an employee lost a memory stick containing information about 137 of our patients (against strict NHS Lothian policy), me kneuj oie had to act quickly, both to allay patient and public concerns, and to have a pro-active media plan. We promptly decided to go public about uuhat had happened and houj uje would put our house in order. Rfter consulting senior management and e-Health security experts, uje issued a media release uuithin hours of the loss being notified. This detailed our steps to notify and reassure the patients concerned personally, and to ensure it didn't happen again - including an innovative internal communications plan to ensure all 28.000 of our staff kneuj and followed the rules. Through striking 'Steal me1 posters and leaflets, our staff newspaper, bulletins and road shoujs. we offered staff practical and secure data-access alternatives to unauthorised memory devices - as well as an amnesty for existing ones. Our media release resulted in widespread neutral or positive publicity of our amnesty and internal campaign (further helping us to reach staff), as well as everything we uuere doing to remedy the situation. The end result: by good judgement and prompt action, we were able to turn a serious situation into one that had a positive impact on NHS Lothian's reputation

Judges Comments

A very impressive submission from the NHS Lothian team clearly showing their integrity and sensitivity surrounding the management of campaign addressing the loss of personal data. By holding up their hands, being very proactive with the media and tackling all of the issues in a creative manner, the campaign managed to successfully defuse a potentially explosive subject.

Agency: Pelican PR

Title: Scrapping The Red Tape

Client: British Metals Recycling fissociation

Credits: Lindsay Millington Director General, Michael Bennett Managing Director

An Agenda for Change: The UK metal recycling is a vital £5 billion industry creating jobs, generating wealth and helping the environment. But the sector has been hamstrung by government regulations. To make matters worse, illegal operators have tarnished the industry's reputation by trading in stolen metals. Trade body the British Metals Recycling Rssociation (BMRfi) asked if we could help unravel the mess. Programme: The BMRfi had already created 'figenda for Change' a policy document setting out the reforms that government and regulators need to make to help the industry progress. UJe set about creating a communications campaign to support the figenda 's launch. It guickly became obvious that many journalists had an outmoded vieuj of metal recyclers seeing them as dodgy blokes ujith Doberman Pinschers, To combat this perception, we organised a series of press trips to leading metal recycling facilities. UJe encouraged the BMRfi to speak out in the media against illegal operators and highlighted the positive steps the industry was taking to weed-out law breakers, UJith metal thefts making the news almost daily around the UK, Pelican also provided a reactive press office service to handle the sheer volume of press enquiries. Results: The campaign helped to get the BMRfi's agenda firmly on the political and media radar and generated significant national media coverage, fis a result of this and extensive lobbying work, the BMRfl is now working closely with MPs. MEPs. The Environment figency. the Police, the Department of Environment. Food and Rural flffairs (Defra) and the Department for Business, Enterprise and Regulatory Reform (BERR).

A very impressive campaign which used a variety of tactics not only to generate significant press coverage, but also encouraged stakeholder participation. This was a very successful campaign that not only addressed key issues but also bought about a significant change in perceptions.

Finalist

NHS Lothian UK First Paired Kidney Transplant Credits: Jenifer Stirton Director of Communications

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Not for Profit

Winner

Agency: Darlington Borough Council

Title: Summer Nights

Client: Darlington Crime and Disorder Reduction Partnership

Credits: filison Leujis Communications Officer Darlington Borough Council, Kate Martin DORT, Inspector Paul Unsujorth Darlington Police, Rob Jones Community Safety Darlington Borough Council, Rndy Bruce Darlington Fire Station, Marj Neujman Darlington Borough Council's Youth Service

Summer Nights tuas a multi-agency campaign aimed at tackling issues caused by alcohol misuse throughout the school summer holidays. Its aim ujas to reassure residents that incidents of alcohol related disorder ujere being addressed, ujhile also diverting young people aujay from using alcohol by promoting other activities available to them during the Summer holidays. The campaign ujas delivered by Darlington Council's Communications Team, forche local Crime and Disorder Reduction Partnership (CDRP) ujhich includes the police, fire services, health services, Drug and Plcohol fiction Team and the Council's Youth Service. The campaign ujas backed by local MP filan Milburn and the Northern Echo, the region's largest daily newspaper.

The Summer Nights campaign exceeded expectations, by reducing the number of incidents of anti-social behaviour in the Borough by 28 per cent over a five uieek period and street drinking ujas cut by 50 percent. The number of young people taking part in events and activities organised by Darlington Youth Service increased, for example, more than 100 attended soccer tournaments each week and more than 200 attended a beach party, fill of this ujas achieved by improving communication betujeen the agencies ujhich make up the CDRP, ujorking closely ujith local and regional media and targeting messages at key authences, and it oías achieved ujell ujithin its £5,000 budget.

Judges Comments

This ujas a great campaign ujhich sauj a multi-agency approach ujith the aim of tackling anti-social behaviour amongst the young. UJith a range of different activities to entertain the target authence over the summer and reduce trouble, fin impressive range of media ujas used in the campaign, including a Facebook page ujhich kept teenagers engaged and interested. This project achieved outstanding results, changing people's attitudes for the better, ujith a considerable drop in anti social activity over the 6 uueek campaign period.

Agency: BCS

Title: Royal British Legion. Somerset County

Credits: Brian Dolby Managing Director, Trevor Palmer fissociate Director, UJayne Sujiffin, Senior Recount Manager, Eve Parkin Recount Executive

When the Royal British Legion Somerset County ujanted to promote the launch of its 2007 Poppy fippeal and the dedication of a memorial stone at its neuj convalescence home, in UJeston-Super-Mare, it needed ideas. In stepped BCS Public Relations, ujho suggested that Britain's last-surviving Tommy, Somerset-born 109-year-old Harry Patch, be invited as guest of honour In a back-to-basics and ultimately successful PR plan, BCS created a timeline for ujhen to issue a series of pre-event press releases to specific media lists and make follouj-up calls. BCS also created a media reception area ujith press badges and press packs. The previous year, the event attracted feujer than 200 people but in 2007 the figure rose to ujell over 600. Extensive coverage ujas gained locally, regionally and nationally. The event ujas covered by Sky Neujs, BBC News, Channel Four, both BBC and ITV regionally, local radio stations, Sunday "broadsheets" and regional papers. The total equivalent advertising value (ERV) for the print coverage achieved in regional and national neujspapers ujas well over £62k. Much of the ujork oías done pro bono. The 2007 Poppy fippeal in Somerset raised in excess of £766,000 - an increase of 16 per cent on the 2006 flppeal and a record amount in the county.

This event, featuring one of Britain's last survivors from UJorld UJar I, managed to successfully gain huge national coverage despite hundreds of other similar events being held all over the UK. This coverage led to increased aujareness and support for the poppy appeal deeming this campaign a success.

Agency: Trimedia UK

Title: National Blood Service Summer Campaign

Client: National Blood Service of England and North Wales (NBS)

Credits: Phillipa Naylor Consultant, Vicki Murphy Client Executive

The National Blood Service (NBS) needs to collect up to 7000 units every day to make sure that patients in hospitals across England and North Wales are able to receive the life saving treatments they require. This means a total of almost tujo million donations each year are required to meet the ongoing demand for blood.

Trimedia successfully assisted the National Blood Service in raising awareness of the need to give blood over the summer months and regularly throughout the year by launching the Big Summer BBQ campaign. This campaign used the popularity of celebrity chefs as a regional and national news hook in the absence of any new statistics and raised awareness of the importance of an iron rich diet to cut numbers of donors being turned away due to low iron levels in blood. Through widespread, on-message, positive media coverage, the campaign contributed to blood donor levels maintaining throughout summer when there is usually a 10% decline.

This successful campaign took an unusual approach to increase the awareness of donating blood. There was good use of celebrity endorsement, with famous chefs encouraging people to eat more healthily and introduce more iron into their diet and thus become eligible to give blood. This campaign gained nation television and newspaper coverage, and had a great return on investment.

Finalists

Fido PR Making a Splash for Victoria Baths, Victoria Baths Trust Credits: Laura Sullivan Director Sarah Marsh Recount Manager

Freshwater Rmazing People, South Yorkshire Open Forum Credits: Matthew Risdale Senior Recount Manager

Pelican PR Green Goes Glam, WRAP Credits: Michael Bennett Managing Director

Freshest Digital PR

Winner

Agency: Dig PR

Title: Creating a Warm Glow

Client: Glow Worm

Credits: Lisa Ferneyhough Senior Recount Manager, Sally Rushton Senior Recount Executive, Lucy Jones Recount Executive

Historically, choosing a boiler has been a matter of listening to a plumber or installer It is not a market where manufacturers often talk directly to consumers. Faced with declining brand awareness and the realisation that consumers were becoming more educated prior to boiler purchase, Glow-worm briefed Dig For Fire to tackle a previously unexplored B2C market. This led Glow-worm and Dig For Fire to push the boundaries of industry tradition and develop the sector's first and only boiler blog, the UK's first online 'boiler calculator', a consumer website and an online PR campaign, in a drive to make Glow-worm the consumer choice in household boilers. The campaign resulted in the arrest of brand awareness decline (a 19% decline between 2000 and 2007) and actually grew by 2% by early 2008. The Glow-worm blog and online boiler calculator were both industry 'firsts', offering UK consumers the first clear and tangible means of researching straightforward, non-technical information on boilers and heating. Dig For Fire's consistent and on-going PR campaign, targeting relevant online forums and neujs sites, has ensured both the blog and website continue to thrive and attract visitors. The PR campaign has fed into the blog and vice versa.

Judges Comments

This was an inventive and creative campaign successfully marketing boilers and boiler issues to consumers. Dig PR worked hard to make a potentially 'boring' subject interesting. Through a creative website and regular blogs, consumers could use a range of tools to learn more about their boilers and associated efficiency. This proved to be a success, achieving good results, with impressive website visits and a huge increase in brand awareness.

Finalist

Srf Making Meet and Greet Parking More Entertaining, Meteor Meet and Greet Parking

Credits: Stephen Forster, Director

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest PR Stunt or Event

Winner

Agency: Brazen

Title: £1 Million Bum

Client: Silentnight Beds

Credits: Gary Bramwell Creative Director (Associate), Sasha Blake Recount Director, Victoria Jones Recount Director

Silentnight is the UK's NoI bed company, famous for brand icons Hippo & Duck. Founded in 1946, Silentnight has a £70M turnover & 12% of the UK bed market. With no advertising or ATL spend planned all year Brazen was asked to raise brand awareness across all media, create stand out and lift sales of the brand. Brazen spent a day shadowing key employees to root out any suitable PR stories and people. Talking to staff Brazen discovered that Director Graham Butterfield was routinely called upon to help the NPD team to test the difference in the fillings of different mattresses - and Lúas known in the company for having an ultra sensitive posterior! Brazen decided to build a news story to highlight Silentnight's key message of 'comfort1, using Graham's bum as the hook. Brazen contacted Zurich Insurance with the unusual request to provide the cover to insure Graham's bum for a cool £1 Million. The Results included over £600,000 worth of coverage generated from the one story, National news coverage appeared in the Daily Express, Daily Mirror, The Independent, Metro, Daily Telegraph to name a few. The story went worldwide with coverage appearing on BBC Brazil, radio coverage in flustralia, India Times as well as others. ITV Yorkshire and Granada Tonight both filmed and Interviewed Graham at the Silentnight factory. Hits to the Silentnight website tripled in the week that the story ran.

Judges Comments

This campaign was very simple but hugely effective. It gained both national and international coverage which added to its success. It was attention grabbing, multi-layered and a great execution of an original idea.

Agency: Hatch

Title: The Ocean Gateway Challenge

Credits: Jason Madeley Managing Director, James Hickman Senior Consultant, Rnna Wilson Recount Executive, Lucy Fox Account Executive, Jo Amos Account Executive

Hatch Communications was appointed in April 2008 by NUU based Peel Holdings, one of the leading property and ports companies in the UK. The team's brief was to introduce the previously unheard of Ocean Gateway terminology to media and key stakeholders as well as produce a ma]or launch event. The event and PR campaign's goal cuas to inform, educate and develop future partnerships and endorsement for Peel's Ocean Gateway concept, a proposed £50 billion regeneration and redevelopment of the Manchester Ship Canal corridor, which stretches from Central Manchester through to Liverpool Docks. Hatch devised an events strategy to attract media uptake, interaction and interest in the Ocean Gateway concept, during an initial four month build up to the corporate/media launch of the Ocean Gateway event. To maximise media interest Hatch encouraged keen swimmer and Peel Development Director. James Whittaker, to swim the entire length of the Manchester Ship Canal. Hatch initially launched James' 36 mile swim to the media and NW local communities. This was then followed up with a launch event for the full £50 billion Ocean Gateway concept, which saw a specially chartered ferry that followed James Whitaker's swim route down the canal over two days. The campaign was a great success, with over 500 guests attending the event, 150k raised for charity and coverage achieved on television and radio, both nationally and regionally, as well as over £200,000 worth of print media coverage.

This was a great, creative campaign which received good coverage and raised impressive amounts for charity. There was remarkable client participation which along with celebrity endorsement and other exciting attractions made this project a fantastic success.

Finalists

Beattie Communications Where Will It Snow This Summer? SNOIzone Credits: Pauline McLaughlin Recount Director, Elizabeth Murphy Senior Recount Executive

Brazen Jockey Vertical Catwalk, Jockey Credits: Gary Bramwell Creative Director (Associate), Helen Pickerill Senior Account Executive

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Media Relations Campaign

Winner

Agency: Fido PR

Title: The Drop a Dress Size Challenge

Client: Golden Square Shopping Centre

Credits: Kate Jones Recount Director, Deborah Clark Senior Recount Executive

In June 2008 British Retail Consortium data revealed that high street sales had fallen 1% compared to 2007 signalling the oncoming recession Golden Square shopping centre in Warrington tasked Fido PR with devising a 'feel good' campaign that would; generate national and regional media coverage, expand coverage in the local newspaper and engage Golden Square's loyal shoppers, Fido's response: The Drop a Dress Size Challenge, a monthlong campaign running throughout August, giving women an incentive to lose weight by doing everyday things such as shopping, with the most successful slimmer winning a £1,000 make over Fido conducted a national survey, which revealed the health benefits of shopping, they also staged photocalls, profiled the women taking part in the competition and published tips on how to get fit while shopping. The results; over £300,000 media coverage, including hits in The Sun, The Daily Mail, GMTV, BBC Breakfast News and Pick Me Up Magazine. The campaign deiiverered a return on investment of 22:1, helping Golden Square increase footfall by 3% compared to figures in 2007 The campaign was so successful that it has become a legacy event for Golden Square and plans are already underway for 2009!

Judges Comments

When looking for a creative angle then this is a truly outstanding entry demonstrating a great idea uuell executed. With a tight brief backed back by strong research, the campaign managed to tie in shopper profiles with the obesity debate and tune into popular culture. Fido managed to considerably increase footfall to the shopping centre and also invited other stakeholders to get on board. The project gained national media coverage and overall proved to be a huge success.

Agency: Stockport Metropolitan Borough Council

Title: Together Let's Keep Stockport Looking Good

Credits: Claire Luke Corporate Marketing & Publicity Officer, Paul Kendal Issues & Publications Officer

Taking lo:al and national research on board, Stockport Council and its partners launched a campaign called Together, Let's Keep Stockport Looking Good!' (part of an overall 'Stockport Community Pride programme') The aim of the campaign was to strengthen pride within Stockport communities, targeting people who live, work in or visit Stockport. Rs part of the campaign, Stockport Council also partnered with the Stockport Express newspaper who printed a strong weekly story, including quotes, creative photographs and a call to action. To engage residents, the campaign used the strap line Together. Let's Keep Stockport Looking Good' to emphasize the joint responsibility between the Council and Stockport residents in keeping the borough clean. Each method of communication highlighted a Council service, but then the call to action asked Stockport residents to get involved. This campaign delivered results and behavioral change at a fraction of the cost the Council pays for cleaning the streets. RII objectives were not just met but surpassed at a cost of just 4p per resident compared to £5,93 cost per resident for cleaning the streets - costing the Council £1,66 million a year!

This was a great campaign with strong measurement, which stood out amongst the judges. It was an effective integrated campaign with good stakeholder relations and impressive use of digital which delivered great results.

Finalists

Cirkle 'British Blackcurrants - Black is Back', British Blackcurrant Foundation Credits: Louise Lloyd Recount Director, Kate Refson Recount Manager, Lois McCloud Recount Executive

Euro RSCG Asda Local Week 2008, Asda Credits: Max WiId Recount Director, Jonathan LUelsh Recount Manager, Sarah-Jane Milne Senior Recount Executive

Tribe The Big Skill 2008, Learning and Skills Council. Norfolk Credits: Lindsey Roffe Recount Director, Susie Lockwood Recount Manager, Lucy Clegg Recount Executive

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Use of a Celebrity

Winner

Agency: Pegasus PR

Title: LIPObmd Bikini Body

Client: LIPObind

Credits: Chris LUebb Recount Director. Heidi Bruckland Senior Recount Manager, Sarah Sharp Senior Recount Executive

To amplify the LIPObind summer Bikini Body advertising campaign, Pegasus PR ujere asked to conduct a high impact PR campaign using a ujell-knoujn but accessible celebrity to demonstrate product efficacy. TV and radio presenter Katy Hill, 37 oías chosen for her aspirational yet healthy figure and doujn-to-earth personality. Katy trialled Lipobind to get back in shape post-pregnancy and succeeded in losing more than 4 stone. Creative photography tuas generated to amplify coverage, including images of Katy as Ursula Hndress in James Bond, recreating the most iconic bikini moment of all time. In addition to national print and broadcast intervieujs, a video of Katy was filmed and placed online. 13,500 people viewed Katy Hill's interview via You Tube and an average of 10,000 unique visits to lipobind.com was achieved every month throughout the summer 121 items of print and online coverage were secured, exceeding the client's target by 450 per cent. Over 74 million opportunities to see were created with a PR value of £335,000 representing £11 to 1 return on investment. Retail sales increased by 500 per cent during June and LIPObind exceeded its summer sales targets by 300% and, according to RC Neilson data, 'LIPObind is now the number one, best selling, slimming aid by cash rate of sale in British retail'.

Judges Comments

This campaign successfully used celebrity endorsement to promote the product and had a good recall amongst the judges. The campaign focussed on Katie Hill, who managed to lose an amazing 4 stone with the weight loss product. This was a great selling point and the campaign gained much widespread coverage, contributing to its overall success.

Agency: Fido PR

Title: Eco-Chic Shopping with Peaches Geldof

Client: Golden Square Shopping Centre

Credits: Kate Jones Recount Director, Deborah Clark Senior Recount Executive

Golden Square tasked Fido with devising a campaign, which would appeal to 18-30 year old, fashionable, female shoppers and prevent them from migrating to the newly opened Liverpool One, Fido went for the Zeitgeist solution by embracing the fashion for re-useable shopping bags amongst environmentally concerned shoppers by launching its very own designer eco-chic bag! The key to the campaign's success oías selecting a headline grabbing celebrity, Fido chose Peaches Geldof, Although this proved to be a perfect fit and captured the media's attention, the campaign was not smooth running. Only weeks before Fido was due to launch the eco bag, negative press about Peaches appeared in every national newspaper, accusing her of taking class A drugs. Fido proved its PR metal by managing the media sensitively to ensure that all coverage mentioning Peaches and Golden Square was positive and on message. Fido secured £150,000 PR coverage and delivered a return on investment of 6:1. Footfall during the Liverpool One launch ujas unaffected, in fact it was up 15%. Rs for Peaches' bag - 5.000 were sold with many appearing on ebay just hours after its launch

Despite hefty odds. Fido managed to get Peaches Geldof to Golden Square Shopping Centre. By targeting young shoppers ujho identified Peaches as a fashion icon within her generation, this was a creative and successful campaign which increased footfall and generated good coverage.

Finalist

Darlington Borough Council Bannatyne's Bright Sparks, Darlington Borough Council and Durham Education Business Partnership Credits: Steve Jones Head of Communications Darlington Borough Council, Paul Foreman Durham Education Business Partnership, Janette Marquiss-Carr Durham Education Business, Sue White

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Use of Print

Winner

Agency: Public Limited

Title: "Same great recipe, just new packaging"

Client: The Gilder Group

Credits: Kirsten HoujellsHead of PR

Same great recipe, just new packaging' communicated the start of a new era for the Gilder Group to over 30,000 customers prior to the opening of the Group's £15 million development in Sheffield.

An amalgamation of four of the Group's long-standing sites, the Group was tasked with informing customers of the benefits of the new site without alienating them - the core message was 'business as usual'. The communication epitomised the ethos of the Group a family-business with traditional values - and the idea of celebrating the heritage of the company and its links with Sheffield was key, hence the use of the city's famous Henderson's Relish.

The resulting 05 booklet, printed on 100% recycled paper, was an evocative, nostalgic yet progressive communication which explored every aspect of the new site and engaged customers in a friendly and welcoming way. With a mix of cartoons, drawings, photos and succinct copy, key messages were conveyed in an informal, subtle and universally accessible way.

Customers' reactions to the booklet were extremely positive, Sheffield Audi attracted over 1000 people in its first five days, Sheffield Volkswagen sold 14 cars before lunch on day one, welcoming over 250 customers and the Gilder Group is bucking the industry trend concerning new and used car sales.

Judges Comments

A creative campaign from Public in delivering a strong personality for the brand to the local community. A great brochure was produced and once distributed saw impressive web site traffic that helped to generate real understanding and awareness for the client. A strong campaign with great results.

Finalists

Midnight Call for Entries, Brighton and Hove Business flwards Credits: Caraline Brown Founder

NHS Lothian Storing Up Trouble Credits: Clifford Burden Comms Manager, Gio MacDonald Comms Officer

Newcastle City Council Mint Credits: Jane Byrne Marketing Manager, Clare Roberts Marketing Officer

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Internal Communications

Winner

Agency: NHS Lothian

Title: Steal Me

Credits: Gio MacDonald Comms Officer, Clifford Burden Comms Manager

Loss of personal data stored on digital media was a hot topic in 2008, and with good reason. Data protection abuses could cost the NHS millions of pounds, and would inevitably affect patient services. But houj do you get 28,000 staff to take notice of data protection issues and to view ordinary, everyday computer items as things that pose a real risk? By using a striking poster campaign to make people see laptops and memory devices in terms of their inherent vulnerability to being lost or stolen - with no-nonsense copy spelling out the risks and consequences. By offering a data amnesty where unauthorised memory sticks etc. can be traded in for encrypted ones. By using a clever payslip (and induction) leaflet version of the poster to ensure the message reaches every member of staff - with an eyecatching 'Private and confidential' outer to ensure they read it. Rnd by using staff bulletins, road shoots and a highly popular staff neujspaper to reinforce the message. The result: almost 1500 requests for secure pen sticks, and hundreds more for laptop encryption, with dozens of devices returned under the amnesty, Pnd, most importantly, data security embedded permanently in the minds of staff.

Judges Comments

Addressing a sensitive subject head on in a creative and effective manner, the NHS team managed to successfully tackle the issues surrounding personal data and demonstrated the positive effects of the campaign.

Agency: Stockport County Metropolitan Borough Council

Title: Be Proud

Credits: Ian Ratcliffe. Head of Marketing & Communications, fllison LUhitelegg. Internal Publicity & Communications Officer. Alison North, Corporate Marketing & Publicity Manager

The most successful organisations are those that fully engage their employees. MORI research has shown that having a sense of pride in working for an organisation is a top factor in ensuring employees are engaged which, in turn, through good communications leads to staff becoming advocates. In response to this research, 'Be Proud' of as launched in October The campaign was double-edged and included having pride in what we do as individuals in our jobs, as well as pride in what the Council does as an organisation. Its main aim was to instil a sense of pride in employees but also to communicate the Council's three strategic priorities and how staff help to deliver these priorities. The campaign used different forms of media to reach the Council's 6,500 employees, from traditional methods such as posters and magazines, to new media including the Intranet, e-cards and podcasts, The campaign has contributed to increased communications with staff about what the Council does and how their jobs fit into the Council's priorities. This in turn has led to an increased improvement of the Council's reputation in the eyes of the staff which in turn affects advocacy.

A creative campaign and cost effective campaign with impressive employee input which was encouraged. The "National Giving Day" was a great idea as were the pod casts which captured imaginations and increased the effectiveness of the campaign.

Finalist

Surrey County Council You Make Surrey A Better Place

Credits: Alexa Overington Internal Communications Manager

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest External Communications

Winner

Agency: Kavanagh Communications

Title: Creating the Aldi Effect

Client: Aldi

Credits: Jane Sell Operations Director. Rachel Taylor fissociate Director

Kavanagh Communications has been working with Aldi since 2001 to help change perceptions. Late 2007 with the credit crunch starting to take a grip we developed a PR-led campaign that achieved third party approvals making Aldi acceptable, even trendy, to shop at Aldi. How we did it: To kick-start the consumer campaign, we identified a unique and impressive figure that was to spearhead our campaign - Aldi Saves The Nation £1million a day. Using the Aldi MD as our spokesperson, we explained the savings with interviews and secured coverage within media such as: The Daily Mirror. The Guardian, Channel 4 News and ITN News. We challenged the nation to trial Aldi against well-known brands such as tomato ketchup and crisps, to prove it delivers with Taste the Nation1 activity. Results were issued and resulted in widespread coverage, including The Daily Mirror and The Guardian we kept Aldi on the news pages everyday with a 'Rapid Response' daily scheme, we built news angles to create new. fresh Pldi content. Face to face, VIP media appointments were secured for the MD and these have resulted in countless page features that span: The Guardian. The Daily Telegraph. The Times and more TV exposure. Results - Campaign coverage RVE ROI 42:1- Campaign sales uplift - over £100 million - Aldi market share increase, from 2.5% to 3%.

Judges Comments

This was an amazing piece of work which incorporated creative ideas to get people to tell their friends about Ridi, fi great angle ujithin the campaign was the introduction of an IQ test for every customer, displaying the diversity of the customer base and breaking down perceptions of the supermarket. This ujas a very successful and creative campaign and greatly helped to raise awareness amongst the public.

Agency: Stockport County Metropolitan Borough Council

Title: Stockport Community Pride

Credits: Ian Ratcliffe Head of Marketing & Communications, Alison North Corporate Marketing & Publicity Manager, Paul Kendal Issues & Publications Officer

In August 2007 Stockport Council and its partners launched the biggest ever boost to make Stockport smarter and safer The programme was called 'Stockport Community Pride' and aimed to strengthen civic pride and spirit throughout the borough. The campaign linked into the Council priorities for 2007 - 2010. Its main aims were to 1) Encourage a greater sense of pride among Stockport citizens of all ages. 2) Enhance the reputation of the borough and the Council, and a feeling of well being across the borough. The Stockport Community Pride campaign ujas measured in a variety of ways to assess the impact the work was having on the borough and whether it was strengthening civic pride m Stockport. Measurement included phased market research, website statistics and positive PR coverage in the local papers - all showed good results: The legacy of the Stockport Community Pride campaign continues in the form of improvements made to Council Services, investments which have benefited Stockport residents and have made a difference to their quality of life. The campaign pulled together all Council Directorates and different partners into one group to achieve the objective of strengthening civic pride throughout the borough, this was recognised as part of the challenge.

Employee input was encouraged as part of this creative campaign from Stockport Metropolitan Borough Council. The "National Giving Day" was a great idea as were the pod casts to capture imaginations. This was a cost effective and successful campaign based on a minimal spend to achieve maximum results.

Finalists

Midnight Venture Moves Forward in an Evolving Market. Venture Finance Credits: Nick Hay Senior Consultant, Craig Peters Consultant, Ben Crispin Consultant

Surrey County Council Children's Library Campaign Credits: Siobhan O'Rourke Publicity Officer

Trimedia UK Highcross: Enticing Leicestershire Credits: Tom Rawlings Consultant, Caroline Spence Senior Consultant

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Community Relations

Winner

Agency: Stockport Metropolitan Borough Councl

Title: £50 Million - It could be us

Credits: Helen Burton Publicity & Communications Officer

Local communities in three of Stockport's District Centres: Romiley, Offerten and Marple were severed by a busy 'R' road and the River Goyt. There were no viable traffic-free routes available to people living and working in these areas. Links between schools, shops and other local facilities were practically inaccessible without a car

To connect these communities via a local network of walking/cycling/riding routes, the Council needed funding. This would provide a traffic-free route linking one side of the valley with the other.

Stockport approached Sustrans (The UK's leading sustainable transport chanty) to become part of their bid for the Big Lottery Fund's People's £50million contest. The ujinner would be doujn to a public vote. P strong media relations campaign ujas supported by three months of consultation and engagement with local people. The public's association with the National Lottery's strapline: 'It Could Be You' was given a twist for the campaign as Stockport announced to the media: 'It Could Be Us' giving the campaign a sense of community spirit and a catchy message.

Competing against the Eden Project, Sherwood Forest and the Black Country Urban Park, Stockport Council rallied local community support in order to make 'Connect2' and ultimately Stockport - the winner.

Judges Comments

This is an incredible campaign clearly showing best practice in its greatest form The "field of light' was very impressive and delivered a memorable message in a highly creative way. Fantastic return on investment and a thoroughly successful campaign.

Agency: Derbyshire County Council

Title: This is Me

Credits: Ceri Davies Promotions Manager

Teenagers get a battering in the media often described as thugs and yobs - IRSBO' has become synonymous ujith teenagers. But the reality in Derbyshire is very different - it's adults who commit around 70% of anti-social behaviour find it's one of the safest places in the country to live. Our brief was to: change attitudes of Derbyshire residents towards local teenagers, reduce the perception of anti-social behaviour as a serious problem. Key message - This is me - a series of 16 posters and adverts which reveal both ordinary and surprising things about the real young people pictured - in their oujn words R hoodie who says he wants to be a scientist, and a chav girl who uuornes that old people are scared of her, Tactics: media relations, an interactive website, a MySpace microsite, direct mail, celebrity endorsement, branded merchandise and a teaching pack, email alerts and SMS sent to 4,000 young people. The results: a 5.68% reduction in the perception of anti-social behaviour and a £750,000 reward from Government. 29 young bands recorded original songs featuring - 3,000 people voted, almost 900 teenagers created online This Is Me profiles. 450 community leaders pledged their support, 40,000 page views on the website.

Creating better community relations betuueen young people and the community, this campaign employed a diverse range of media including the internet and direct mail, to raise awareness, Celebrity endorsement to appeal to teenagers and maintain interest was an interesting tactic and the campaign proved to be a great success - with a significant reduction in anti social behaviour in the area as well as receiving a reward from the government.

Agency: Fido PR

Title: The Drop a Dress Size Challenge

Client: Golden Square Shopping Centre

Credits: Kate Jones Recount Director, Deborah Clark Senior Recount Executive

In June 2008 British Retail Consortium data revealed that high street sales had fallen 1% compared to 2007 signalling the oncoming recession. Golden Square shopping centre in UJarrington tasked Fido PR with devising a 'feel good' campaign that would; generate national and regional media coverage and engage Golden Square's loyal shoppers. Fido's response was the Drop a Dress Size Challenge, a month long slimming competition encouraging the people of Warrington to lose weight by doing everyday things such as shopping. With the help of the NHS Fido organised activities and offered support to all the participants, Rs well as issuing a survey story about the health benefits of shopping, Fido also nvited Warrington's community groups to take part in mall walks, health demonstrations, events and act as spokespeople for the local press. 162 people signed up to the initiative, footfall increased by 3%, eight community groups were actively involved and overall it generated over £300,000 worth of PR coverage. The campaign was so successful that It has become a legacy event for Golden Square and plans are already underway for 2009!

When looking for a creative angle then this is a truly outstanding entry demonstrating a great idea well executed, with a tight brief backed back by strong research, the campaign managed to tie in shopper profiles with the obesity debate and tune into popular culture. Fido managed to considerably increase footfall to the shopping centre and also invited other stakeholders to get on board. The project gained national media coverage and overall proved to be a huge success.

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Green PR

Winner

Agency: Midnight

Title: Greencare H2O Turns the UK Back to the Taps

Client: Greencare H2O

Credits: Nick Hay Ass. Director

With sales of bottled water in restaurants and hotels falling, Greencare tasked Midnight with taking coverage of their tap water-cooling and filtering systems out of the trade press and planting it in front of the consumer to generate demand. Midnight's response ujas to implement an anti-bottled water campaign for the public and businesses alike, focusing on the damage caused to the environment by the bottled water industry. A strategic partnership with eco-restaurateurs Eat Green, launched at the water House restaurant, proved to be the ideal platform for reaching the campaign's trade authence and bring the central issue alive for wider media, a third party endorsement from Manchester United conveyed the message that water filtration units are a sustainable. cost effective and profitable choice for restaurateurs, and promoted the cost and sustainability benefits of Greencare systems for staff drinking water Midnight's campaign resulted in 46 pieces of coverage, generated a 73 per cent increase in website traffic and seven new business leads The campaign launch event attracted 64 journalists and helped to propel Greencare in to the thought leadership debate. The company also achieved 19th place in the Sunday Times Best Green Companies List.

Judges Comments

A very environmentally friendly campaign ujhich not only attracted 64 media attendees at the launch event but also delivered great coverage and a steady stream of web traffic. This was a carefully targeted and well crafted project from the team at Midnight which generated great results.

Agency: Derbyshire County Council

Title: Fly-Tipping. Help Us Put a Stop to It

Credits: Jenny Tozer Assistant Director Communications. Jaimi Simpson Press find Public Relations Officer

Derbyshire County Council's communications team work with the Environment Agency and the county's district and borough councils is reducing fly-tipping in Derbyshire, 17500 fly-tipping incidents across the county is costing Derbyshire taxpayers £900.000 to clear up. Our brief was to: reduce the number of fly-tipping Incidents across the county, increase awareness of and make it easy to report fly-tipping, encourage use of registered waste carriers highlight the penalties for offenders. Key message: Fly-tipping - help put a stop to it'. Methods: Media relations, letters to the editor, press and radio advertising, website pages, Environment Agency roadshow - the 'Dump it and leg it' van - branded with 'Fly-tipping - help put a stop to it', posters and 'who's collecting your rubbish' posters sent In A3 and A4 size to key locations across Derbyshire, The results: Fly-tipping reduced by 20% against a rising trend nationally, 340 calls to report fly-tipping. 400% increase in website searches for registered waste carriers 1,000 people given face to face advice at the Environment Agency roadshow, 'letter to editor' use as an example of best practice by ENCRMS, campaign recognised as best practice by the Department of Communities and Local Government.

Whilst a not particularly sexy subject, the problem of fly-tipping was enthusiastically approached by the team at Derbyshire County Council. An effective campaign which tackled the subject head on and had impressive results.

Finalist

Pelican PR Green Goes Glam, WRAP

Credits: Michael Bennett Managing Director

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Business to Business Campaign

Winner

Agency: Man Bites Dog

Title: Dangerous Liaisons

Client: Hay Group

Credits: Claire Mason Managing Director, Daryl Newman Senior Recount Director

Dangerous Liaisons: Mergers & Requisitions -The Integration Game Traditionally perceived as pay experts, management consultancy Hay Group needed to promote the company's expertise in post-merger integration. Man Bites Dog (MBD) devised a research-based thought leadership campaign to translate Hay Group's sales proposition (the people aspects of M&A) into a compelling media story: Culture Shock - neglect of human capital is the primary cause of merger failure. MBD created an authoritative white paper, Dangerous Liaisons, to communicate the findings and developed a media toolkit to promote the research globally. Dangerous Liaisons was launched at the Economist's prestigious annual M&a Forum. MBD marked the launch with a Financial Times exclusive. MBD's campaign subsequently secured: 300 coverage items across 10 countries, Independently evaluated OTS of 18 million, RVE of £664,000, 35 times ROI on PR fees. Coverage included tuuo FT features, The Times, The Independent, Harvard Business Revieuj, BBC World Service, Radio Five Live, CNBC and three appearances on Bloomberg TV. Customer enquiries as a direct result of media coverage generated direct sales of more than 8 million euros, a sales ROI of more than 340 times PR fees. The research findings also provided a basis to inform Hay Group's merger consultancy model and train the firm's ujorldujide M&A team.

Judges Comments

This campaign took an impressive and creative approach to a boring subject. R high quality entry ujhich demonstrated the business orientated tact employed by Man Bites Dog ujhich generated remarkable media coverage across 10 countries. It proved to be every success, as ultimately, It helped them to ujin a multi million euro contract.

Agency: Cameron Wells

Title: Raising Navman Wireless' Awareness

Client: Navman

Credits: Debbie Wells Director, Andrea Cameron Director, Toby Walker Recount Manager, Anthony Andrew Recount Manager, Ben Sharpley Recount Executive

Navman Wireless had no media presence when Cameron Wells iuas recruited to raise its profile. The strategy was clear - educate companies operating fleets, reverse negative perceptions about the technology, and communicate Navman Wireless's financial stability, credibility, commercial transparency and industry leadership. Journalists ujere contacted to ascertain their areas of Interest and evolving opinions of the industry. Hot topics and industry issues ujere researched and ujere used as hooks for editorial coverage and formed the cornerstone of credible neujs and advice features. Selected members of company management ujere proffered as media spokespeople and media relations activities ujere planned. Numerous hot topics and commentary ideas were compiled and proposed to editors as by-lined features, with a high percentage drafted and published, establishing the company's reputation as the industry's voice of authority The media now recognises Navman Wireless's preeminent position as the voice of authority on vehicle tracking and fleet management, increasingly approaching the agency for comment on salient issues. The quality of work and dedication to the promotion of my business received from Cameron Wells is absolutely fantastic. They are professional, creative, talented and hard working with strength and depth in all key areas to tackle any PR or marketing brief we put to them, with a quality result assured," Tony Neill, Executive Vice President, Navman Wireless

An extremely well thought through project. It was professional and clever with brilliant results and a great creative hook. A full PR mix of tools was used and the client's testimonial says it all. R great success was achieved on a lean budget.

Finalists

Cirkle You Make It, We'll Play It, Walkers Credits: Neil Brenson Recount Director. Rebecca Taylor Recount Executive

Context PR Checkpoint: Total Security Checkpoint Software Technologies Credits: Craig Coujard, Recount Director, Luke Ford, Recount Manager, Priya Mistry, Recount executive

Midnight Venture Moves Forward in an Evolving Market, Venture Finance Credits: Nick Hay Senior Consultant, Craig Peters Consultant, Ben Crispin Consultant

Trimedia UK R thought leader in fleet management, Lloyds TSB Credits: Justin McKeown Divisional Director

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Consumer Campaign

Winner

Agency: Kavanagh Communications

Title: Aldi's Amazing Hope in a Jar

Client: Aldi

Credits: Rachel Taylor Associate Director Lisa Morgan Recount Manager

We identified the Aldi Siana Anti-Wrinkle cream as a product that would give us our first major news story for 2008 and act as a catalyst to fast track the growing appetite for Aldi, What We Did: We conducted research to identify up and coming consumer trials to use at its launch platform. Celebs on Sunday Magazine, perfect for our authence, was due to trial products uuith 2000 women, We entered the product and it was voted the best mass-market skincare. We used this to inspire other media, TWO days after the Celebs on Sunday piece appeared, we had a story on page 3 of the Daily Mail along oiith interviews Luith Aldi personnel. By the end of that day. sales were up 800% and shelves across the nation were being cleared of products Following the Daily Mail feature, we targeted and secured: The Daily Telegraph. The Sun, The Mirror, BBC Radio 2. Marie Claire online plus online commentary / blogging to name just a few.

Results achieved in 8 weeks: One pot of cream sold every 47 seconds: Sold more pots than bananas: Sales hit 1500% in a week: Reached 129m people with a PR value of 1,5m: ROI: 150:1

Judges Comments

This project took a very clever approach - focussing on a woman's beauty product to entice shoppers who wouldn't normally visit fildi The campaign achieved great results with a sharp increase in sales and a good return on investment The whole project, from start to finish was very well thought through and executed, and left the client genuinely satisfied with the whole process. In the end, fildi was selling more pots of cream than bananas!

Agency: FML PR

Title: A British Turkey is Not Just for Christmas

Client: British Turkey Federation

Credits: Hilary Leathes Joint Managing Director. Jackie Mollis Director. Jane Saward Recount Manager. Emma Turner Senior Recount Executive

The aim was to give British turkey a lasting life beyond Christmas and get everyone talking about - and cooking - British turkey. FML persuaded well known sporting celebrities and TV chefs to enter a challenge to find the nation's favourite turkey dish (which turned out to be turkey curry!), Invited the general public to vote/ submit their own recipes. Created a valuable and long lasting PR tool - the 48-page hardback book of Great Little British Turkey Recipes, Staged a newsworthy press event in the post Christmas sales dip of January. Cafe Spice Namaste chef-patron Cyrus Todiwala and TV chef Phil Vickery gave a cookery demonstration, which was followed by a gourmet Indian meal featuring turkey dishes. Book sales have raised £6.000-plus for charity to date, Extensive online, national consumer magazine and newspaper coverage has been achieved, with media exposure for British turkey up 18% yoy. Hits in 49 different titles/stations, providing 68,3m OTS , Website recorded 210.382 visits to vote for /read celebrity recipes/buy book, up 33% on previous year's campaign. Our message reached 69m people with an HVE equivalent of £98k.

The Book was an Interesting tool as a key element of this creatively crafted campaign in order to raise awareness of recipe ideas for turkey post Christmas, With an 18% increase in exposure and impressive web visits this was a successful and resourceful campaign from FML

Finalists

Beattie Communications It's a Man Thing. USC Credits: Joanne Spence Recount Director. Kimberley Hamilton Senior Recount Executive

Brazen Beds to Live Your Life On, Silentnight Beds Credits: Gary Bramwell - Creative Director (Hssociate), Sasha Blake - Recount Director, Victoria Jones - Recount Director

Cirkle Safety in the Dark. Energizer Credits: Kate Harris Senior Recount Manager. Bryony Bennett Recount Executive

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Public Sector Campaign

Winner

Agency: Surrey County Council

Title: Surrey Children's Library Campaign

Credits: Siobhan O'Rourke Publicity Officer

Surrey County Council's dedicated 2008 children's campaign has led to a huge jump in the number of children joining Surrey libraries, with April to October 2008 figures shotuing an increase of 61% on the same period in 2007 Libraries teamed up with Mind Candy, one of the world's leading developers of social multi-player games and offered a free incentive to join during autumn half term week. Over 800 Surrey children joined their local libraries during the half-term promotional week, more than double 2007 figures. Launched in March 2008, the eight-month children's library campaign was an integrated marketing campaign introduced to get children excited about books by developing a lifelong love of reading from an early age. The campaign kicked off with brand new designs for the children's cards, after n-depth research it was determined that children liked to make decisions and wanted choice. Resulting in six new library card designs, including fairies, rabbits and football images. Ongoing children's events at Surrey libraries, unique branding, targeted advertising, celebrity endorsement, unique partnerships and new look dedicated children's library areas have made the library a much more fun place to be.

Judges Comments

This was a very targeted and successful campaign, which aimed to increase the number of children and families who visited libraries. There uias good use of celebrity endorsement, involving recognised, inspirational faces as well as a number of exciting events to help raise auuareness. The campaign gained good coverage in local newspapers and posters were displayed in public places such as leisure centres and local shops. Overall, there uuas a 60% increase in library use compared to years before, proving this campaign to be a greatly successful one.

Agency: Manchester City Council

Title: Pushing Pedlars to Parliament's Door

Credits: Roz Hughes, Interim Head of Press

In autumn 2008, Manchester City Council undertook a six-week intensive PR campaign to ensure its private Bill was successfully debated in the House of Commons. The aim was to get legislation passed enabling the Council to remove illegal street traders selling counterfeit and potentially dangerous goods from Manchester's streets. On 29 October 2008, a debate on the 'Manchester Bill' was scheduled in the House of Commons, and at least 100 MPs had to vote in favour

Journalists from across the country mere issued briefing notes about the Bill, and uuere persuaded to talk to their MPs and councils, developing local stories, while carefully-tailored articles were sent to letters pages. The campaign attracted 18 pieces of coverage in regional newspapers, radio, the House Magazine and the Local Government Chronicle. MPs were invited to join a Pedlar's Bill Facebook group, attracting 40 members in two weeks including Nick Clegg, Hazel Blears, Glenda Jackson and Rnn Widdecombe. Fake CDs containing details of the Bill were produced and given directly to MPs attending the Labour Party Conference, held in Manchester in September In total 311 MPs attended the debate, and 307 voted in favour, allowing the Bill to progress to the next stage.

This was a great example of a successful campaign on a limited budget. Employing different approaches to achieve results - engaging with parliament members and creating a facebook group, the campaign gained lots of good coverage and as a result achieved a great outcome which bettered expectations,

Finalists

Derbyshire County Council This is Me Credits: Ceri Davies Promotions Manager

Newcastle Families Information Service The Buzz Magazine Credits: Carole Barnes FIS Manager. Nick Ling FIS Information fissistant. Jenny Hartley FIS Information flssistant

Trimedia UK Rotherham NHS Foundation Trust does the 'Double', Rotherham NHS Foundation Trust Credits: Paul Barnard Senior Consultant, Helen Standing Consultant

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Integrated Communications

Winner

Agency: Derbyshire County Council

Title: Motorcycle Safety Campaign

Credits: Jenny Tozer. Rssistant Director Communications, Fiona Ireson, Press and Public Relations Officer

As winner of the Freshest Integrated Communications category, Derbyshire County Council have also scooped the Grand Prix for their Motorcycle Safety Campaign, so please refer to Page 4 for details of the submission

Agency: Brazen

Title: Happy 30th Birthday

Client: Best Western

Credits: Rick Guttridge Associate Group Director, Sasha Blake Account Director

To achieve maximum exposure for the 30th birthday a £30 per room per night offer ujas developed with a 1 week booking window. Action and Implementation: To monitor the revenue generated, a dedicated phone number was issued. Emails: fin offer email was sent to the leisure and corporate database a day before the promotion started. Direct mail: Loyalty scheme customers received a postcard highlighting the promotion and the advance booking day, using a consistent style. Website: Acedicated 30th birthday webpage listed all participating hotels and allowed guests to book online, Advertising: Two key newspapers - Daily Mail and Daily Telegraph- ran the advert. A second week of ads was pulled after the initial success. Partnership: A link up with lnterflora was created with an email about the offer and free break competition. PR: Mobile bed - A branded king-size bed mobile circled key areas of London stopping at high profile locations worlds largest edible bed - A national photo stunt was created of the world's largest bed - made out of cake. This was served to local businesses, hotels and used for radio and newspaper drops. Both stunts were photographed and videoed and used across social media. Radio day; A radio day was conducted using a leading psychologist focusing on how shorter breaks are better for relaxing. Feature: This focused on how the industry has changed over the past 30 years with images of a hotel from 1978 and the press packs included 1970s memorabilia. Internal Communications: To engage staff a week long celebration was conducted including a party, quiz, 70s fancy dress day and CSR tree planting. Evaluation and Results: Record call centre enquiries: 5,300 (960% increase). 2.651 bookings, 6,782 room nights sold, £180,000 additional revenue, 18 hotels sold out. The email sent was 26% of all targeted, with 18% clicking through to the offer and website. Total return on investment 10:1. Editorial coverage included 2 international and 2 national newspapers, 4 regionals. 1 TV, 3 online, 3 trade. 29 radio, worth £152.744, reaching 30 million people.

A creative approach to this project with great participation from the hotels in the group without compromising relations with the booking agents, despite the £30 offer inline with the 30th Birthday celebrations, fi very diverse campaign and a great link with third party suppliers, plus novel and nostalgic 70s style press packs. Great stunts including the world's largest edible bed all contributed to the success of this campaign which resulted n over £180k revenue generation.

Agency: Dig PR

Title: Creating a Warm Glow

Client: Glow-worm

Credits: Lisa Ferneyhough Senior Recount Manager. Sally Rushton Senior Recount Executive, Lucy Jones Recount Executive

Faced with a decline in brand awareness of 19% since 2000 and the realisation that consumers were becoming more educated prior to boiler purchase. Glow-worm briefed Dig For Fire to tackle a previously unexplored B2C market. Historically, choosing a boiler has been a matter of listening to a plumber or installer Our approach ujas to create an integrated on- and offline campaign, including focus groups, consumer survey, media and blogger relations, the sector's first boiler blog, a consumer uuebsite with 'boiler calculator', a UJarm Glouj tour, press advertising, digital display and email campaign.

The campaign has generated over 288,000 unique ujebsite hits, 120,000 online boiler calculators, 5.000 unique blog visits. 24.000 opt-in email addresses. 65.000 people reached through the tour. 8.5 million impacts in press and 1.384.000 adult listeners reached through radio.

The Glow-worm blog and online boiler calculator were both industry 'firsts', offering UK consumers the first clear and tangible means of researching straightforward information on boilers and heating. The warm Glow tour was a unique opportunity for consumers to speak directly to a boiler manufacturer and get advice and ideas on heating their homes The outcome has resulted in the arrest of brand awareness, with an actual growth of 2% by early 2008 (against a 19% decline in consumer awareness between 2000 and 2007).

Based around a warm and inviting idea, this campaign was very creative, successfully managing to make an unsexy subject interesting, A national tour promoting boilers, and creating a recognisable identity added to the achievement of this pro|ect. The campaign gained national and regional coverage, contributing to its brilliant results, increased auuareness of boilers and overall success in promoting the message.

Finalists

Surrey County Council Surrey Children's Library Campaign Credits: Siobhan O'Rourke Publicity Officer

Tyne & Wear Fire and Rescue Service Fireworks and Bonfires Ruin Lives in a Flash Credits: Michelle Atkinson Corporate Communications Manager, Nicci Westgarth Corporate Communications Officer, Lucy Dixon Corporate Communications Officer, Ian Alsop Watch Manager

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Low Budget Campaign

Winner

Agency: NHS Lothian

Title: HIV Comeback Tour

Credits: Stephen Fraser Communications Manager

The challenge? Raising awareness cheaply of HIV among a sophisticated target group. Solution? P multi-agency, multi-platform campaign around the unifying playful motif of the HIV Comeback Tour The primary objective was to persuade gay and bisexual men to take HIV tests and use condoms. The campaign was devised after research with target authences. This helped refine the objectives ensuring they were realistic - and define the "language", both visual and written, of the materials. We also referenced World Rids Day. Our research identified two salient facts: 40% of men with HIV did not know their status; most transmission occurs within relationships and not in casual encounters. To make the point that people in relationships catch HIV (when one partner is unfaithful), one of our four print executions was firmly domestic in nature, with the partners seated on a sofa. The base images were used online, for posters, for video files for in-bar television, with the campaign using the combined power of the partner agencies to stretch the £11,000 budget. This campaign was highly unusual in that one crucial objective - getting NHS Lothian services and gay and bisexual groups to work together - was achieved through the process of devising the multi-platform campaign. Results? fi doubling in men attending specialist MSM clinics. Media with a score in excess of 8.3m Opportunities to See.

Judges Comments

This uuas a really well integrated campaign which encompassed all dimensions of media. Research was used ujell and there was good use of social medium plus the addition of carefully crafted created elements. This campaign proved to be a huge success, as the number of men who visited clinics doubled.

Agency: Trimedia UK

Title: The JORVIK Viking Festival - The Vikings fire Coming!

Client: York Archaeological Trust

Credits: Phillipa Naylor Consultant, Katie Owen Client Executive

York firchaeological Trust (YAT) holds the city- wide three day JORVIK Viking Festival annually in February to boost visitor numbers to the historical city in the low season between Christmas and Easter and raise the popularity of its attractions - the JORVIK Viking Centre and DIG throughout the year. The festival is an international celebration of Viking Rge oihich attracts thousands of visitors from all over the world. YOT tasked Trimedia's Leeds office with maximising visitor numbers from across the UK and abroad to the 100+ specially organised arts, music, drama and action events taking place in 2008, through a creative media relations campaign. Trimedia used creative and effective media relations techniques to gain a wide range of coverage for the JORVIK Viking Festival 2008. targeting foreign and wider UK tourists as well as local people. The team also secured celebrity historian Dan Snouj to speak at the festival and had high visibility at the event managing media and visitors, fill this helped attract over 40,000 people, 15% more than the previous year and raise the profile of YAT's attractions as all year round tourist destinations.

This was a creative campaign which used different angles and gene geography as a hook which resulted in good coverage and an increase of 15% in visitor numbers. In addition to local media interest Trimedia managed to generate good trade coverage and getting Dan Snow on board for free was an impressive achievement.

Finalists

Fido PR Extraordinary Ordsall Credits: Erin Portsmouth Recount Director, Deborah Clark Senior Recount Executive

Osprey Communications Save Our Sausages, Made in Cumbria Credits: Paul Gardner Director

Public Limited Launching Sid, Sheffield Information Link Credits: Rebecca Mann PR Recount Manager

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Young PR Professional

Winner

Louise Greaves, Midnight

In a career that has lasted just six years, Louise has developed in to a respected specialist in the digital media sector, able to provide the highest levels of consultancy to a range of clients. She has an unrivalled ability to build solid - and highly productive - relationships internally, with clients, the media and across industry networks. She is a confident, strategic consultant and a strong communicator who adds real value to the clients she represents. Louise's aptitude and commitment have propelled her to the role of senior account manager, less than three years after pining Midnight as a consultant. Her dedication, ambition and strategic grasp have allowed her to secure the only non-directorial position on Midnight's management team. Louise heads up Midnight's biggest digital accounts, including the world's largest online advertising network. ROL Time UJarner owned fldvertismg.com, and also oversees European PR for global web analytics company, Coremetrics. She has ensured Midnight stays ahead of the curve as social media redefines the way PROs operate, equipping her colleagues with the very latest as demand for online expertise increases. Her efforts and energy have resulted in Midnight recently being named as 2008's fastest growing technology PR agency in the UK

Judges Comments

An extremely impressive candidate, Louise had good client support and has a broad agency hat. Great at new business and client relationships, Louise has achieved good coverage for clients, and is a good social networker Promoting Brighton as well as her agency, Louise is a valuable asset and very employable.

Sian Grieve, Freshwater UK

Since Sian joined Freshwater in 2006 she has progressed Incredibly well and was promoted to Recount Manager in just 18 months. In just a year since joining she shaped a role for herself as a Group Communications Executive which was a tough job dealing with senior managers on a day to day basis, coping with juggling different needs and personalities and all this and the effect that a fast groujing company brings with it.

Her superb communications skills meant she handled all this with great aplomb, offering advice and guidance to all levels across the company plus external authences including investors, analysts, accountants and the Board. Her key achievements include: setting up internal communications schemes. pro|ect managing and delivering a brand neuj website for the company, managing and delivering a communications strategy for the IPO and Freshujater's listing onto HIM and writing, drafting and overseeing production of the group's first annual report and RGM as a listed company

Now working client side again, as an account manager, her maturity belies her age (just 24') and her fantastic communication skills stand her in excellent stead for being a truly talented communicator.

Sian is highly personable and effective and has good support from the agency Not only has she implement an internal awards programme she also got Baroness Cohen for the Board and drives the agency website Great coverage for clients and strong internal and external relationships make Sian a real asset.

Finalist

Michelle Forsyth, Trimedia UK

Since graduating with a First Class Honours degree in PR seven years ago, Michelle's rise through the profession has been a steady climb, albeit one in which she has worked on some of the most high-profile news stories in recent years.

After leaving the University of Central Lancashire in 2001, Michelle was snapped up by Greater Manchester Police, where she started her career as a Press Officer By 2003, Michelle had been promoted to flssistant Head of Press Office and later was Rctmg Head of Press Office.

As a Senior Consultant at Trimedia UK, Michelle manages regional campaigns for some of the UK's best-known brands including; Age Concern Eversheds and ConstructionSkills. She balances that with running national and regional campaigns and projects for clients such as; Keele University and Manchester Mental Health and Social Care Trust and delivering Issues and crisis management work for organisations in need

Michelle has become an invaluable member of the Trimedia family Her experience, the skills she has developed and the fresh thinking attitude she brings to client work have contributed to Trimedia's continued business success. She consistently delivers innovative and interesting results for clients and is a highly respected and popular member of the team.

Michelle works across a good spread of clients and clearly enjoys good client relationships. R valuable employee and professional young lady who is one to watch for the future.

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest Small PR Team

Winner

Agency: Quay2Media

Credits:

Antonia Clifford Director

Christian Cerisola Director

Kirsty Dunn Manager

In September 2006, fintonia Clifford and Christian Cerisola embarked on a venture they named Quay2 Media.

Starting out with no clients was terrifying but by maintaining their ethics, clients were quickly persuaded that Quay2 was the solution. Little did the pair know that less than two years down the line they would be a team of four, winning CIPR gold awards as the Outstanding Small Consultancy 08 and edging out a London agency for a major new international client.

Quay2 Media's mission is to provide PR to all - regardless of size or budget. Frustration at turning away fledgling/small businesses because they could not afford a larger agency made Quay2's owners see a gap in the PR market.

Currently Quay2 is achieving outstanding results for clients as a small and close knit team. They now service 17 clients on a retained basis plus four clients on project basis, based not only in the North East, but also across Yorkshire, Buckinghamshire and London. Financially the team is set to grow again soon, as the fee income for Year 2 exceeded the fee income targets for Year 3.

How Fresh is that?

Judges Comments

Quay2 Media are clearly a good team of people and it is the sort of place you would like to work. They have a healthy turnover and have demonstrated tight targets which they have continually beaten. Quay2 have also shown a good investment in people and this is clearly paid off as the majority of their clients come from referrals and they have an incredibly high rate of client retention.

Finalists

Approach PR

Cameron wells Communications

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest PR Team (In House)

Winner

Stockport Council's Marketing & Communications Unit

Title: We Don't Do Fluffy!

Credits:

Ian Ratcliffe Head of Marketing & Communications

Alison North Corporate Marketing & Publicity Manager

Paul Kendal Issues & Publications Officer

Claire Luke Corporate Marketing & Publicity Officer

Alby Atkinson Online Communications Manager

Alison Whitelegg Internal Publicity & Communications Officer

Helen Burton Publicity & Communications Officer

Mahjabeen Ansari Marketing & Communications Support Officer

Over the past 12 months Stockport Council's Marketing and Communications Unit has taken stock of its strengths and weaknesses and looked carefully at the opportunities to develop.

One huge element of the team's success is that it knows what it wants to achieve and it often delivers. It can't afford both financially and time wise to ajaste effort or resources. The team act, get straight to the point and achieve tangible results - in other words - 'We don't do fluffy!'

Change in our industry has been faster than ever Standing still has not been an option. In the past year, the team tuas able to adapt to severe Council budget cuts which hindered projects and campaigns. Money was tight, but this meant that more emphasis has been put on creativity, as ideas had to hit the spot first time, every time.

The Unit has also grasped the technological revolution by the scruff of the neck. Two-uuay communications are now the norm. Podcasting and blogging are now second nature and the team make sure that all communications have an online presence and can be accessed by as many people as possible.

Judges Comments

Stockport Metropolitan Borough Council have consistently produced a number of highly successful and productive campaigns covering a diverse range of subjects with particular emphasis on community relations. Often inspiring, the campaigns produced by the team show creativity and are very results orientated.

Finalists

NHS Lothian

Newcastle City Council

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk

Freshest PR Team (Consultancy)

Winner

Agency: Fido PR

Credits:

Nancy Collantine Director & Founder

Laura Sullivan Director & Founder

Fido is a trusted ally to a variety of businesses, brands, public sector organisations and charities operating in leisure, culture and lifestyle sectors.

Fido uses the pouuer of original and inventive PR to give people reasons and confidence to love our clients' brands, services and products; PR that maintains a competitive edge, attracts more business, more customers and more accolades.

Established in 2002 by Laura Sullivan and Nancy Collantine, Fido stands for trust and fidelity; a PR agency with a social conscience and commitment to delivering meaningful PR campaigns that are socially responsible. By staying true to these principles, in the last 12 months Fido has increased its turnover by 40% and profit by 20%, uuon 6 new accounts, 4 of which are national and retained all its client accounts.

Judges Comments

A team who clearly have a bit of spark and ambition about them and uuho demonstrate good relations with the local media and great links uuith clients and working partners alike. Fido invest in their staff, have an impressive Digital Department uuithin the consultancy and have an impressive track record. They have shouun that they have uuorked hard over a long period of time but remain very fresh,

Finalists

Brazen

Credits: Nina webb, Owner

Trimedia UK

Credits: Justin McKeouun Divisional Director Christine Emmingham Director

For a more in-depth look at all of the entries featured, please visit www.freshpraaiards.co.uk