Public Relations Campaign Award
Lidl Ireland Eimear O'Sullivan
Lidl Ireland’s Combatting Period Poverty with Dignity campaign is the world’s first period poverty initiative run by a retailer which distributed free period products in stores nationwide. Positioning Lidl as a brand that stands for more, the campaign was designed to distribute products, to reduce stigma of periods, and highlight the need for change at government level. Aligning Lidl at the forefront of societal change, the campaign earned national and international praise, catapulting the issue into the public forum and making Lidl synonymous with support for female and societal issues.
Dogs Trust Ireland Ciara Murran
The ‘Life After Lockdown – Bark to Basics’ campaign was launched by Dogs Trust Ireland to combat the rising number of people looking to surrender their dogs as life began to return to normal following the easing of restrictions. After an increase in people advising they couldn’t cope with their dog’s behaviour while spending more time out of the home, an interactive booklet was created and made freely available to dog owners. The campaign generated massive media coverage and reached millions across social media. It also complimented our donor-acquisition strategy allowing us to continue our life-saving work.
Laya Healthcare Edel Cox
Laya Healthcare used market research to achieve unique insights, which informed its Brave New Era series, Ireland’s largest study of wellbeing in the workplace. The PR campaign, aided by Wilson Hartnell, centred around these insights. It sought to help businesses across the country encourage the support of mental health and wellbeing of their employees. Running during the COVID-19-saturated media cycle, the campaign cut through the clutter by focusing on angles and insights that resonated with key demographics. It ultimately delivered over 600k of PR value and a 55% uplift on KPIs for thought leadership media coverage.
Pieta Aisling Newton
During a year where COVID-19 restrictions inhibited an official walk from taking place, Legacy Communications strategically worked with Pieta to pivot all external constraints, creating a powerful movement that broke PR records and achieved a 37% increase on fundraising objectives, raising a total of €7.4 million through online donations for the charity. This was achieved by activating insightful PR moments that resonated within each target audience. The campaign generated millions in earned media coverage as well as key opportunities to see or hear about the fundraiser through TV, radio, social and digital publications.
Unilever Jennifer King
In 2021 Edelman were tasked with launching the Dove Self-Esteem Project for the first time in Ireland. We needed to find a way to earn attention and in turn drive awareness and consideration of the initiative that delivers a free programme featuring evidence-based resources to teachers, parents, mentors, and youth leaders across Ireland. To assess the size of the issue at hand we conducted research that revealed 87% of girls in Ireland do not have high body esteem. To tell this story, we created an integrated communications strategy to earn attention across print, broadcast, online and crucially in social conversation.
