Fireworks Campaign Wins PR Excellence Award
Different's 'Fireworks and bonfires ruin lives in a flash' campaign for Tyne & Wear Fire and Rescue Service scooped the Best Integrated Campaign category at the Chartered Institute of Public Relations prestigious Excellence awards in London last night,15 September 2008.
The CIPR Excellence Awards illustrate the best of the public relations profession.
To be shortlisted for an Award, or to win one, requires proof to your client, your manager or your company Chair that you have succeeded; that the work is acknowledged by peers; and that it is judged the best in Britain, home of the most thriving public relations business in the world. In short, proof of public relations success.
The CIPR Excellence Awards are the most demanding in the profession, judged to the highest standards by the industry's leading experts.
The innovative campaign combined TV and raddio advertising with a range of educational outreach activity targeted at young people and parents to encourage attending organised firework displays. The hard hitting campaign featured a TV advert starring 'fire' itself - the campaign resulted in an 80% year on year reduction in injuries and 31% reduction in attacks on fire staff. It changed the behaviour of 1 in 4 10-13 year olds and 1 in 10 14-15 year olds.Payback was exceptional - illegal bonfires were uplifted representing a cost saving for the local community equivalent to £18 for every £1 spent.
