The winners of The PRmoment Awards North 2025

The BOG STANDARD is a creative initiative developed for phs Group and Prostate Cancer UK to support men with incontinence, empowering them to feel confident using toilets in public. Through emotive content, case study led media relations, a football activation with Manchester Utd leading the way, 683 businesses have signed up to the BOG STANDARD charter and 11,869 male incontinence bins are in situ.

The judges said: “Excellent analysis of your target market and a brilliant step to use humour with a group who still focuses on the fact that they are OK no matter what. Really well executed - well done!”

Absolute Collagen are the pioneers of liquid collagen. But in an increasingly saturated market, they needed a step-change to drive organic growth and scale their authority. To achieve this, we harnessed strategic and creative Digital PR that not only consistently earned trust signals and top tier media, but integrated seamlessly across multiple audience touchpoints. With real expertise at the heart of our PR activities, we exceeded all KPIs, earning hundreds of quality links and driving significant uplifts in organic revenue and visibility. Crucially, we demonstrated the value of this channel beyond link building, championing and driving collaborative audience-focused content for Absolute Collagen.

The judges said: “Incredibly comprehensive and a real testament to the agility of digital.”

As IRN-BRU’s newest flavours brought the retro tastes of Raspberry Ripple and Wild Berry Slush back from 00s, we turned to some of the biggest ‘flavours’ of that era to get Scotland’s Gen Z excited about the limited-edition cans. We brought The Cheeky Girls, Gareth Gates and S Club’s Bradley McIntosh into Gen Z’s world today, transcending decades with a brilliant “OMG remember them?!” campaign. Rolling out across hilarious social content, need-to-have influencer gifting drops, nationwide media coverage and an extremely shareable IRL experience with The Cheeky Girls serving cans in a newsagent, we made the launch unmissable.

The judges said: “A brilliant use of audience insight and awareness to inspire a really creative campaign.”

In 2024, the NHS lowered the bowel screening age, but with 1 in 3 people not returning kits, awareness was low. North West Cancer Research turned to Influential. We launched “Remember When...” – a content-led campaign using nostalgic 70s/80s culture to connect with the target audience (ages 54-74). Featuring football legend Kevin Sheedy and iconic cultural moments and regional venues, our content leveraged emotional storytelling which resonated with audiences. The result: 94% of people who saw the campaign agreed it encouraged them to return the kit, charity awareness increased from 31% to 56%, widespread coverage, and national interest, with other regions replicating our lifesaving initiative.

The judges said: “Nice use of insight to drive the creative and implementation. This entry showed clear outcomes against objectives and solid tactics throughout."

The BOG STANDARD is a creative initiative developed for phs Group and Prostate Cancer UK to support men with incontinence, empowering them to feel confident using toilets in public. Through emotive content, case study led media relations, a football activation with Manchester Utd leading the way, 683 businesses have signed up to the BOG STANDARD charter and 11,869 male incontinence bins are in situ.

The judges said: “The balance of humour, information and engagement is what makes this campaign special.”

The Come on You Blues campaign took a bold approach to addressing a sensitive subject—erectile dysfunction (ED)—with creativity, confidence, and a touch of cheeky humour. For MedExpress, we combined football culture, drinking habits, and data-driven insights to destigmatise the conversation and capture attention. Featuring ex-footballers and the viral Keepy Uppy Challenge, the campaign turned heads and sparked meaningful discussions. With 40+ top-tier media placements, 200k social likes, and a 19% boost in Instagram followers, we didn’t just meet our KPIs—we smashed them. Confident, clever, and impactful, this campaign proved that keeping it up doesn’t have to be hard.

The judges said: “One of the best campaigns I've ever seen, the creativity and execution was flawless with no stone left unturned.”

Accoya - a sustainable high-performance wood brand - was looking to increase awareness amongst UK architects and ultimately drive demand for its product. Knowing architects value word of mouth from trusted sources, Refresh recommended a campaign that put architects front and centre. Through a video series that was rolled out via social media (plus other supporting tactics), we took architects back to the places that impacted them the most during their formative years and inspired the buildings they design today. This enabled Accoya to integrate itself into the ‘community’, influence from within and build relationships with several influential architects.

The judges said: “An interesting concept, using extensive research to shape a very niche but thoughtful campaign. Throughout the entry, you get a sense of how the campaign built and evolved at every stage.”

How do you take one of the most famous ad lines of all time and make it relevant for a socially savvy, values conscious, Gen Z audience overloaded with content? We supported the ultimate underdog of football, the nation’s self-proclaimed worst team, and provided premier league levels of sponsorship. Their journey was delivered to our audience via an eight-part content series to show them and the nation why everyone should've gone to Specsavers. And by investing in a brand uplift study, we were able to evidence the business impact of earned media.

The judges said: “Loved the campaign approach. Showed real understanding of the target audience through research and planning!”

National AIDS Trust raised concerns about organisations mistakenly sharing HIV statuses. We noticed a similar trend involving domestic abuse. We had to act. Our trauma-informed research produced sobering results – data breaches are about people not paperwork. Organisations brushed-off data breaches as admin errors, diminishing real-life impact – from moving home to quitting jobs.

The judges said: “A fully rounded campaign that dealt with internal drivers for staff as well as tackling organisational biases and errors to drive meaningful change.”

Iceland Foods spearheaded a groundbreaking campaign to address the rising cost of infant formula amidst a worsening cost-of-living crisis. By implementing an "illegal" price cut, Iceland not only provided immediate relief to struggling families but also spurred competitors into action, resulting in an industry-wide reduction in formula prices. Supported by a bold media strategy and the advocacy of Richard Walker, Iceland’s efforts also contributed to a record market share and unprecedented brand awareness growth. This campaign exemplifies how ethical action can drive business success while championing societal change.

The judges said: “It’s so clear that this campaign achieved more than its objectives, sparking reform and societal change.”

Movember’s 2024 campaign began with the launch of The Real Face of Men’s Health, spotlighting the UK’s alarming men’s health crisis and its impact on families and caregivers. From there, Movember galvanised communities through storytelling and grassroots initiatives. The campaign culminated in a national Men’s Health Summit, in partnerships with the Premier League and Arsenal FC securing a government commitment to the UK’s first-ever men’s health strategy. By tackling stigma, driving policy change, and inspiring action through challenges like ‘shave, grow, and save lives,’ Movember doesn’t just raise awareness—it's reshaping the future of men’s health in the UK.

The judges said: “This entry showed strong creativity in looking at the data in a new way to create local relevance and make the statistics more human.”

Perceptive Communicators' exceptional launch campaign for Lost Shore Surf Resort (LSSR) transformed a disused Edinburgh quarry into Europe’s largest inland surf destination. The campaign generated nearly 300 media features, including BBC Breakfast, The Sunday Times, and Sports Illustrated. A media day with live surf demos, industry leaders and surf charity The Wave Project attracted global attention. The PR success drove almost 50% of all online sales from earned media, with over 7,000 surfers visiting in the first two months alone. This campaign positioned Lost Shore Surf Resort as the jewel in the crown for Scottish and UK adventure tourism.

The judges said: “​​The team clearly had all the bases covered with influencers and key channels, delivering fantastic results.”

Catapult PR created a truly extraordinary tourism campaign for a small visitor attraction, which resulted in phenomenal media exposure for its topiary garden, thus underlining its USP of having the world’s oldest. A platform for 2025 visitor numbers was created through quirky UK initiatives, including a Big Topiary Haircut story, the first-ever Topiary Tourism Guide, plus an international Topiary Message in a Bottle initiative not only generating exposure overseas and at home but also creating true thought leadership within the topiary community, Levens Hall was never out of the spotlight, with this contributing to its own regional tourism award success.

The judges said: “This campaign highlights what can be done with a small budget, massive creativity and determination to meet client objectives. Up there with the big hitters.”

St David’s shopping centre celebrated the Gavin & Stacey finale in style with a creative activation, ‘Nessa’s Grand Arcade’. Devised and delivered in under three weeks, the campaign brought the show to life with a life-sized replica of Nessa’s Slots amusement arcade, complete with free-to-play grabber machines offering on-brand prizes like omelette makers and single taps. St David’s mall was renamed ‘Nessa’s Grand Arcade’ creating an immersive experience that smashed targets, boosted footfall, and delighted visitors, media, staff - and even legend Ruth Jones herself who said it was “a crackin’ creative activation”.

The judges said: “A simple yet powerful creative that was extremely fun and brought together a number of different demographics.”

One of the most requested items at foodbanks is fresh dairy, but one in five charities can’t offer it because of a lack of fridges. Together, with Arla, we set out to change that. The Milk Bank campaign aimed to increase access to fresh dairy and highlight it as a nutritious superfood. The cornerstone of the campaign was the roll out of fully-stocked-and-sponsored Arla fridges to 100 foodbanks across the country, meaning an estimated 450,000 people in need now have access to fresh dairy who didn’t before. We then brought the issue to life with the launch of the world’s first free milk ATM machine allowing people to access fresh dairy at the push of a button.

The judges said: “Love the insight which is immediate, simple and powerful!”

The CLOUD NINE Temperature Calculator is a first-of-its-kind online tool that helps users determine the perfect temperature for their hair straighteners for healthy, safe styling that cuts the risk of damage. Through its PR, SEO, and content expertise, GOLD79 enhanced the brand’s online visibility and gained key media coverage. In just seven months, the tool attracted 800,000 views, 300,000 uses, and generated over £670,000 in UK sales and $370,000 in Australia, predominantly from new customers. Described as “pivotal” by CLOUD NINE’s Head of Marketing, the Temperature Calculator has been instrumental in CLOUD NINE’s 2024 growth.

The judges said: “A fantastic campaign which used the science and art behind all great creative PR and social campaigns to deliver outstanding results.”

St David’s shopping centre celebrated the Gavin & Stacey finale in style with a creative activation, ‘Nessa’s Grand Arcade’. Devised and delivered in under three weeks, the campaign brought the show to life with a life-sized replica of Nessa’s Slots amusement arcade, complete with free-to-play grabber machines offering on-brand prizes like omelette makers and single taps. St David’s mall was renamed ‘Nessa’s Grand Arcade’ creating an immersive experience that smashed targets, boosted footfall, and delighted visitors, media, staff - and even legend Ruth Jones herself who said it was “a crackin’ creative activation”.

The judges said: “This is just brilliant. I especially love the detail that went into the prizes. A great reactive campaign that exceeded KPIs.”

Despite associations with a myriad of physical and mental health problems, sleep has been overlooked and trivialised by successive governments. Evergreen PR was commissioned to deliver a breakthrough health campaign to address this. ‘Dreaming of Change: A Manifesto for Sleep’ made sleep impossible to ignore, using data, human stories and creative policies that generated top tier media cut-through with BBC Breakfast, ITV News, the Daily Mail and the world’s most influential medical journal, The Lancet. The agency also secured political support from multiple MPs and, ultimately, drove Government Ministers to commit to reviewing what change was needed.

The judges said: “A smart campaign, built on key insights and data with a creative twist.”

Scotland’s fishing sector was besieged with negative publicity. As the industry’s representative body, the Scottish Fishermen’s Federation recognised an urgent need to reposition the sector as modern, progressive and sustainable. Following research with key industry figures, a comprehensive PESO led campaign, Pride in the Seas was created. Launched at the Scottish Parliament, the exhibition element has now been seen across the UK. Over 50 MSP’s signed the ‘PitS Pledge’ including the First Minister. The campaign stimulated an equivalent move in England, also leading to a discussion at an international science conference around the fishing industry’s people.

The judges said: “This campaign clearly had a genuine impact on perception of the industry. The integrated nature of the campaign spells out just why the results are so fantastic.”

We turned a gritter into a festive icon for Econ Engineering with a heartwarming campaign that captured the nation’s imagination. Partnering with the Ripon Community Poppy Project, we dressed Econ’s Goldie the Gritter in a 32ft knitted Christmas jumper and hat, to bring some much-needed attention to gritter vehicles, the unsung heroes of winter road safety. Launching with a national media event, school tours, and #12DaysofGritmas social content, the campaign combined charm, creativity, and community spirit, delivering over 40 pieces of targeted media coverage, reaching 669 million and making Econ synonymous with gritting and winter road safety nationwide.

The judges said: “Such a joyful campaign! A creative idea, delivered across multiple touchpoints while still retaining a sense of community at its heart.”

With a target of 50% of GP practices in England being Veteran Friendly Accredited, Evergreen PR was commissioned to deliver a breakthrough health campaign. Uncovering the ‘Silent Struggle’ that many veterans experience after service and bringing it to life with original data and stories from real pairings of veterans and the healthcare professionals that supported them, the campaign generated 168 items of coverage, including 12-minutes on BBC1 Breakfast TV and 9 minutes on BBC1 Morning Live, while articles in The British Medical Journal and The Independent helped drive three months of record sign-ups to achieve the objective four months early.

The judges said: “A great campaign that tied the creativity back to the objectives throughout."

Over 150,000 children are homeless in temporary accommodation in England. Many families have spent months and even years living in damp, infested, cramped, overcrowded and unsafe conditions. IKEA and its long-term partner Shelter are campaigning to call on the government to commit to building 90,000 social rent homes a year for 10 years, to tackle the housing emergency and help families out of temporary accommodation. Together, IKEA and Shelter unveiled the Unwelcome Home – reimagining IKEA’s doll’s house to reflect the grim realities of the conditions thousands of children experience in temporary accommodation.

The judges said: “Very creative approach to a hard hitting and important topic. Visually alarming and gets your attention immediately.”

Despite England’s 100+ dedicated colleges for those with complex needs, Scotland’s only provision looked certain for closure after finishing its second academic year. “Radio silence” from the cuts-ravaged Scottish Government regarding the extension of the two-year pilot for Corseford College left pupils, parents and teachers in limbo and facing unwanted life-choices. An immediate communications offensive was launched, combining expert media relations with targeted stakeholder engagement, winning allies at Holyrood and giving those most affected a cause to rally around. This campaign is credited with successfully securing Corseford College’s future – and role as an indispensable part of Scotland’s education landscape.

The judges said: “This was a great multi channel campaign that built on a foundation of thorough audience understanding to achieve it's desired aim.”

Despite being an organisation brimming with brilliant scientists exploring the secrets of the subsurface, the British Geological Survey has suffered from a perception that, to some, geology is boring and of little relevance to people’s lives. All it took was one global superstar, 73-thousand music lovers, a seismometer and a sparkle of storytelling magic to create a campaign that brought geoscience to life for a global audience, turned misconceptions on their head and prompted an exponential advance in brand awareness…all it took was scientific proof that Taylor Swift and her fans really can make the earth move.

The judges said: “This was a brilliant campaign - brilliantly conceptualised, strategised, implemented and delivered! I was blown away by the forethought and planning that went into the storytelling.”

How do you take one of the most famous ad lines of all time and make it relevant for a socially savvy, values conscious, Gen Z audience overloaded with content? We supported the ultimate underdog of football, the nation’s self-proclaimed worst team, and provided premier league levels of sponsorship. Their journey was delivered to our audience via an eight-part content series to show them and the nation why everyone should've gone to Specsavers. And by investing in a brand uplift study, we were able to evidence the business impact of earned media.

The judges said: “Cracking campaign worthy of winning and being held as an example of excellence.”

We turned a gritter into a festive icon for Econ Engineering with a heartwarming campaign that captured the nation’s imagination. Partnering with the Ripon Community Poppy Project, we dressed Econ’s Goldie the Gritter in a 32ft knitted Christmas jumper and hat, to bring some much-needed attention to gritter vehicles, the unsung heroes of winter road safety. Launching with a national media event, school tours, and #12DaysofGritmas social content, the campaign combined charm, creativity, and community spirit, delivering over 40 pieces of targeted media coverage, reaching 669 million and making Econ synonymous with gritting and winter road safety nationwide.

The judges said: “A fresh approach for the sector with good community involvement around education. All achieved within a modest budget.”

Over 150,000 children are homeless in temporary accommodation in England. Many families have spent months and even years living in damp, infested, cramped, overcrowded and unsafe conditions. IKEA and its long-term partner Shelter are campaigning to call on the government to commit to building 90,000 social rent homes a year for 10 years, to tackle the housing emergency and help families out of temporary accommodation. Together, IKEA and Shelter unveiled the Unwelcome Home – reimagining IKEA’s doll’s house to reflect the grim realities of the conditions thousands of children experience in temporary accommodation.

The judges said: “A real campaign dealing with a real issue...and a simple creative that was articulated well to deliver impactful results.”

Maddi has demonstrated exceptional adaptability, resilience, and skill throughout her career. Starting as a digital marketing apprentice in 2018, she developed rapidly to become an Account Director in 2024, now managing 40% of the agency’s monthly client revenue. Maddi’s leadership has been instrumental in growing Bloxham’s travel division, securing prestigious clients and generating over £170,000 in revenue. Her innovative campaigns, such as Calcot & Spa’s gym and spa launch, highlight her creativity, strong media relationships, and proven ability to deliver results.

The judges said: “Maddie's enthusiasm for PR and all of the different ways that you can take a message to market is clear. She’s made an outstanding contribution to the growth of the business.”

HN Communications is a small sustainability communications consultancy with a global reach, working with some of the world’s best-known brands leading the way to net zero, including Asahi, HEINEKEN, Climate Group and Tilt Collective. We collaborate to develop clients’ external and internal communication strategies, consulting on sustainability impact and ESG commitments while empowering NGOs and corporates to connect for greater positive outcomes. Our impactful work during 2024 included producing launch events for Tilt Collective, a brand-new non-profit working for a plant-rich food system, assisting Climate Group with the delivery of Climate Week NYC and supporting HEINEKEN’s hugely successful Brewhouse initiative.

The judges said: “Seriously impressive results considering the size of your team!”

Brazen have been helping clients ‘Be Daring, Be Different, Be Brazen’ for 24 years. The 50-strong team of straight-talking, fun-loving, PR, news-making, social media, influencer & content kings, queens (and in-betweens), deliver JawToFloor® results for 35+ consumer brands including Greene King, Wilko & The Range, Manchester Airport Group, Butlin’s, Sudocrem, Dr. Oetker, Wren Kitchens, Showcase Cinemas & more. Born in 2001, Brazen was proudly ‘Reborn’ in June 2024; becoming an Employee Ownership Trust.

The judges said: “Brazen has created some truly jaw-to-floor changes of late - from becoming employee owned, to launching the mind the gap survey, reskinning the agency look & feel, launching two new boutique agencies, and further investing in their employees through greater wellness perks. It's been a very impressive year.”

Yorkshire Building Society’s six-strong Press team has had a record-breaking 2024, delivering proactive PR campaigns that matter to journalists and consumers, across online, print and broadcast media. Through strategic delivery of research, thought leadership and market commentary the team added value to personal finance journalists’ stories proactively and reactively. Establishing ourselves as respected key commentators across savings, mortgages and the economy has meant we’re a go-to organisation for media opportunities, having earned our place on many national and regional dial-ins and broadcast sofas – amassing significant coverage and being an authoritative voice on all things personal finance.

The judges said: “Fantastic results from your programme that can be tied back directly to the objectives you set out to achieve.”

2024 was a big year for John Doe. After three years of blistering 120% growth – and all the intoxicating highs and head wobbling chaos that brings – 2024 was the year where we shifted our focus from growth to impact. Impact for our clients, for our teams, for the industry and for our communities. We renewed our focus on what was important to us as a business, and in the process delivered truly game changing campaigns for our clients, scaled up our industry transforming access programme, Unlocked, that changed lives and shaped new careers – and in our research division, Elsewhere, brought innovation to the market that puts our agency at the forefront of new thinking for our sector.

The judges said: “Love that diversity is so strong amongst this team - I love when this is not just a tick-box exercise but at the heart of the agency's DNA and the client retention rate shows the agency is doing something right.”

2024 was a big year for John Doe. After three years of blistering 120% growth – and all the intoxicating highs and head wobbling chaos that brings – 2024 was the year where we shifted our focus from growth to impact. Impact for our clients, for our teams, for the industry and for our communities. We renewed our focus on what was important to us as a business, and in the process delivered truly game changing campaigns for our clients, scaled up our industry transforming access programme, Unlocked, that changed lives and shaped new careers – and in our research division, Elsewhere, brought innovation to the market that puts our agency at the forefront of new thinking for our sector.

The judges said: “This agency has clear, measurable objectives and it’s fantastic to see these were met and often exceeded.”

We’re on a mission to be the defining employee-owned agency of its time. Our team of employee-owners are committed to delivering brand-defining work for responsible companies, from Coca-Cola and Molson Coors, to Aldi and Lloyds Banking Group. We launched our first Employee Owners’ Board, made up of colleagues from every level, specialism and location at Citypress, to provide our people with even more direct control over the way our agency is run. This year, our people committed more than ever to our purpose, delivering almost 1,400 hours to charity and community work, valued at around £130,000. Our commitment to social inclusion was recognised in the Social Mobility Index. We also extended our work with UA92 and Salford University and created a new strategic partnership with the Social Mobility Foundation, helping us bring more talent into the agency from disadvantaged groups and drive social mobility across the economy. We continued to improve our people-first approach with new benefits and rewards, and a £230,000 share of profits through our employee share scheme.

The judges said: “This agency have obviously done a lot in the past 12 months to drive innovation. I love to see an agency enabling and elevating its employees.”

‘Cause (as in ‘Because’) is a unique impact agency – a team of creative communicators who seek out issues that need championing and find a way to get them seen, heard and felt. We work with champions of unheard causes, with organisations that want to be known for more than just what they do and with individuals who want to change the world. We believe we all have the ability to make a positive impact, and share a collective responsibility to give it a go! We care, and you can see it in our comms.

The judges said: “Adore your ethos, as for too long, I've watched geniuses in their field try and often fail to be all things to all people. Careful deployment of resources and a collective which supports the whole is a brilliant idea.”

In less than 24 months Leopard Co has roared into the UK communications consultancy landscape, creating a 20 strong agency team. Central to Leopard Co’s proposition is our promise to clients that ‘your goals are our mission’ – ensuring consultancy outcomes are centred on clear commercial outcomes and impact using our ROAR methodology. In addition to impact for our clients, we’re committed to positive community impact, with 260 hours of pro-bono work delivered for Birmingham Dogs Home, SIFA Fireside and Fifth Sense.

The judges said: “Leopard has successfully merged two brands and businesses. Applying careful change management practices to focus on four key strategic pillars for success. I was impressed by the results.”