#PRCommsMonth - Polish Public Relations Association (PSPR) shares case studies of Award-winning PR campaigns
One of the pillars for Global PR & Communications month is to celebrate e recognise the work of your members. The Polish Public Relations Association (PSPR) selected some successful case studies of Award-winning PR campaigns.
"I run for pure fun" - The Polish Anti-Doping Agency
Awards: PR Wings 2021 in the category: Business Change, Communication Game Changer (main award)
PR Wings 2021: SAPR Special Award (distinction)
"I run for pure fun" is an event whose main goal is to spread knowledge about the negative effects of doping among amateur athletes. The second important aspect is that this is a charity run. The first edition of the run raised money for the rehabilitation of 7 young athletes. Many Polish sports stars were involved in the run and informed about the event in their social media.
The success was the sale of all 999 starting packages and the collection of nearly 35 thousand PLN.
But what is equally important, the event allowed the Polish Anti-Doping Agency to gain the attention of amateurs, who often put their health and lives at risk by taking untested dietary supplements or doping. The event was held as part of the worldwide "Play true day" campaign.
The first edition of the run was held in 2021. It was the first action of this type in the history of the Polish Anti-Doping Agency.
More information: https://biegamzczystaprzyjemnoscia.pl/
Communication and crisis management of the vaccination process - CM Medyk and Exacto (prof. Dariusz Tworzydło, honour member of PSPR and former President of the Association)
Awards:
● PR Wings 2021: Special Award from SAPR (main award)
● PR Wings 2021 (distinctions) in categories: Crisis communication, Efficiency of the year,
The campaign that has been implemented by cooperation of EXACTO and Centrum Medyczne MEDYK was about preventing hate speech and misinformation. In a couple of weeks the receiving of messages and other content, that were released to the public, has changed completely. Before the campaign the company had to face hundreds of negative comments. After the communication activities had commenced the company got more than 2200 comments in different media, mostly with positive or neutral connotations.
“Heroes at the starting point” - Eurocash Group and PR Hub (Emilia Hahn, coordinator of the Public Affairs Club in PSPR)
Award: PR Wings 2021 (distinction) in the corporate PR category
“Herosi na Starcie” is a startup competition for young people aged 16-26 aimed at building the brand awareness of the organizer, Eurocash Group in the target group and placing the FMCG sector in the context of innovation. As many as 190 applications were submitted from all over Poland as parts of last year’s edition implemented by PR Hub. The applications were qualitative and many ideas could be implemented in the retail industry.
18 media patrons were obtained, and numerous partnerships with top Polish universities were established. The competition generated over 700 media publications.
More information: https://herosi.akademiaeurocash.com.pl/
“Health benefits of vegetables, fruit and juices” - Polish Association of Juices Producers „KUPS” and PR Hub (Emilia Hahn, coordinator of the Public Affairs Club in PSPR)
Award: PR Wings 2021 (distinction) in the Public Affairs and Lobbying category
The project carried out by PR Hub on behalf of the Association of the National Union of Juice Producers aims at changing the perception and attitude to juices of some of the nutrition specialists. By implementing the project, we not only debunk myths about juices, but also, based on facts and scientific data, indicate their place and role in a balanced diet.
The implementation of public affairs activities, and consequently building close relations between the industry and the scientific community, became the foundation of the project carried out in the spirit of "evidence based" and led to an increase in the consumption of juices in Poland, in opposition to the downward trend in sales on Western European markets.
More information: https://apetytnapolskie.com/
"Pursuit to the silence" - Saint-Gobain and Icon Strategies (Michał Sobiło, member of PSPR Supervisory Board)
Awards:
● finalist of SABRE Awards in Real Estate & Construction category
● PR Wings 2021 in the PR effectiveness of the year category (distinction)
● finalist of the Excellence Awards (Poland, Ukraine, Moldova)
● finalist of the Golden Clips Award in the Corporate PR category (Awards gala to be held on December, 3rd)
In Poland there is no awareness how noise affects our lives, mostly 5 mil. children in badly soundproofed schools. We provoked a nationwide discussion on that, and let every single Pole to take part in a discussion. 5 mil. Poles had a chance to get to know about the problem from the biggest nationwide and regional media. Closely 1000 Poles took part in an online discussion.
the objectives.
To provoke a nationwide discussion on the impact of noise on the quality of life of Poles, in particular children.
To position the Saint-Gobain as the leader of the competence in providing acoustic comfort.
the strategic considerations.
The strategy assumed the initiation of an initiative regarding noise so exceptional that it would attract the attention of the majority of Polish media – both nationwide and regional (which generate much greater coverage than the national media). This was to allow for the involvement in the discussion of both ordinary residents and main stakeholders in a field of noise issue.
the implementation.
We have elaborated "Poland in decibels" - the first such detailed report on the presence of noise in Poles lives, by the Saint-Gobain Group experts and the Comfort of Silence Association. The research concerned 7 largest Polish cities, in each - several categories including schools. It enabled us to reach national media, but also most regional and local media.
Then we inaugurated the report at a press conf. in Warsaw and contacted over 100 regional and local media.
During the media launch, we announced the organization of a conference - because of COVID-19 - in an online format, on the impact of noise on our lives. Every interested Pole could take part in it. In the social channels of the Saint-Gobain, the Comfort of Silence Association, the Copernicus Science Centre, which we invited to partner in the project - we were invited to the conference.
how the project/campaign objectives correlate with the results.
In 10 & 11.2020, all the largest national and regional media spoke about noise issues. The total range of publications is over 4.9 million recipients (media monitoring), with comments of Saint-Gobain experts. An online conference on noise was attended by nearly 1,000 participants - school principals, journalists, experts, and mostly - ordinary citizens.