2021 Awards Finalists

Public Relations Campaign Award

Breakthrough Cancer Research
Orla Dolan
Department of Health
Deirdre Watters
Energia
Lorna Danaher
Focus Ireland
John Paul Le Bon
Laya Healthcare
Aideen McGrath

Sponsored by

Breakthrough Cancer Research

Orla Dolan

The Shop That Nearly Wasn't from Breakthrough Cancer Research is the World’s first shop and events space 100% stocked and staffed by cancer survivors. Seeking 100% survival for 100% of cancers it calls for greater investment in cancer research and was designed to raise the charity’s national profile. One part of the pop-up store remained empty to highlight that more research funding is needed to create more survivors sooner. The campaign generated millions in reach and earned media coverage from a total creative, media, PR, experiential, social and online budget of less than €75,000.
Finalist
Department of Health

Deirdre Watters

From the onset of the COVID-19 pandemic, the Department of Health was tasked with communicating to the public to ask them to change their behaviours - to stay at home, wash hands, cough into elbows, wear masks, maintain 2m social distance. The NPHET press briefings provided a channel to update every household in the country on the disease and how to protect themselves and their families. The Department became the central hub of Ireland’s response to the COVID-19 pandemic and, through the press conferences, every individual is invited to be updated directly from Ireland’s Chief Medical Officer and leading experts.
Finalist
Energia

Lorna Danaher

Energia is determined to help power a more sustainable future in Ireland and create awareness of how we can make easy changes to be more self-sustainable. In partnership with not-for-profit social enterprise, Grow It Yourself, Energia launched Get Ireland Growing GROWBoxes, a consumer-targeted campaign to encourage people across Ireland to start growing their own food. The PR-driven campaign fronted by Legacy Communications, created awareness, talkability and reach across all of Ireland. The campaign gave consumers a focus during the first Lockdown and resulted in a 332% increase in digital engagements in 2020.
Finalist
Focus Ireland

John Paul Le Bon

The goal of this campaign from Focus Ireland, supported by Teneo, was to drive awareness about the difficulties faced by families experiencing homelessness over Christmas and in turn, encourage donations. These objectives were achieved by showcasing the harsh reality of life in emergency accommodation. Given that demands on services like Focus Ireland are growing each year, the money raised through is crucial in ensuring that each homeless family are supported in their journey to get out of homelessness. This campaign brought the hidden homeless topic to the forefront by demonstrating on the streets of Dublin what life is like for many people living in emergency accommodation.
Finalist
Laya Healthcare

Aideen McGrath

Laya healthcare, Ireland’s largest provider of health and wellbeing, launched The Great Reset: A Brave New Era of Work and Wellbeing report in 2020, revealing the findings of the largest-ever research carried out among Irish employees and HR leaders on COVID-19. The PR campaign, supported by Springboard Communications, showcased how laya healthcare is leading the health and wellbeing conversation in Ireland as companies adapt to evolving working models. Fighting against webinar, research and COVID-19 media fatigue at the time, the content driven campaign assisted in the strengthening of the laya healthcare brand, with corporate growth in 2020 increasing by 7.5%.
Finalist