BEST AWARENESS CAMPAIGN OR ADVANCEMENT OF A CAUSE (LAUNCHED IN 2022)
ALL Digital & Huawei EU– #MapTheGap – Digital Skills for Digital Europe
ALL DIGITAL, Huawei, powered by EY created a White Paper exploring the digital skills shortages. To raise awareness of the digital skills gap, we came up with the Digital Skills Gap Quiz with 6 distinct personas under the hashtag #MapTheGap. The quiz shows you what digital skills you may be lacking in a playful and educational way, empowering people to become more digitally skilled.
The campaign was a success due to its strong umbrella concept that relied on a great insight: Digital skills are not a given and we all lack a skill or two, regardless of our experience, education, and occupation.
The campaign had its own visual identity and key visuals that were part of the event branding. We sent out four weekly newsletters shaped through the prism of the concept to maximise registrations. Media outreach and stakeholder mapping sustained the campaign strategy and helped ensure media coverage.
As a result, we managed to exceed our event attendance goals by 30% and received praise for the organisation and creative campaign from many key stakeholders, including MEPs. The event was covered by key EU media such as Euractiv, The Parliament Magazine and EuroEFE.
Chartered Institute of Public Finance and Accountancy – Levelling-Up / Regional Inequality
Tackling inequalities and levelling up regions is difficult. There is no single magic answer to solving some of the most pressing issues in society today. Our major report ‘Investing in regional equality – lessons from four cities’, looks at international examples of policies to tackle inequality.
To raise awareness of the report and our policy work in this area, CIPFA launched an innovative, multi-channel campaign which aimed to broaden our traditional reach and audience. It was built around a simple message: good public financial management is vital if levelling up is to be effective. Engaging animations, podcasts, thought leadership articles, podcasts and talking heads videos all helped the campaign to surpass it targets and build on CIPFA’s leading voice in public financial management.
We considerably expanded our reach beyond our traditional sphere of influence and audience, to deliver a successful awareness campaign. Purposefully linking CIPFA to a high profile and timely government policy demonstrates to our members how CIPFA is relevant, agile and is actively engaged in broadening our policy work to improve the public finance profession.
International Hydropower Association – We Can #WithHydropower
IHA’s core purpose is to advance the message that sustainable hydropower is an essential solution for meeting net zero expectations by 2050 Hydropower provides a clean, green, modern and affordable solution to climate change, with a low-carbon footprint compared to most other energy sources, including other renewables However, awareness of hydropower and its role in the energy transition is low compared to other renewables such as wind and solar energy This often translates to many outside the industry not truly understanding how hydropower works and why it is a vital energy solution for reaching net zero goals by 2050.
With this in mind, in 2021 IHA developed a new communications and advocacy initiative to amplify the benefits of sustainable hydropower outside the industry The Association assembled a taskforce of communications experts from across the industry worldwide to develop a campaign framework that would have global resonance, but that could also be adapted flexibly for local and regional contexts This has resulted in the ‘We can, #WithHydropower’ public campaign.
Nautilus International – Responding to the P&O Ferries crisis
Nautilus International is the trade union for maritime professionals at sea and ashore, representing 20,000 workers. Nautilus responded rapidly to a crisis situation on March 17, 2022 when P&O Ferries sacked its entire UK onboard workforce via Zoom without notice, putting a large amount of maritime professionals – including Nautilus members – out of work.
Nautilus worked tirelessly to save members’ jobs, challenge P&O Ferries’ illegal actions, and ensure the women and men – and the families – involved received the necessary support. The Union also fought to generate mainstream public support and to ensure that never again would this type of corporate behaviour be allowed to happen.
SELECT – Alarm Ambassadors
Alarm Ambassadors was a goodwill initiative that saw SELECT Members install free heat, smoke and carbon monoxide alarms across Scotland to ensure selected householders complied with new fire safety regulations.
Recipients were the elderly, vulnerable and financially challenged who were unsure or unable to carry out the work themselves. These recipients were identified by the Care and Repair charity to ensure alarms would only be fitted for those in genuine need.
High quality tamper-proof long-life lithium battery alarms, sealed, wireless and interlinked, were supplied by industry leader Aico, who sponsored the campaign and helped with promotion and publicity.
The four main aims of the campaign were to:
– HELP vulnerable people nationwide who needed assistance
– KEEP the new legislation front of mind with householders
– REINFORCE the importance of using a qualified electrician, i.e. a SELECT Member
– REMIND householders to only use safe, compliant products.
The resulting publicity was extensive, highlighting Members’ work to a national and local audience over a number of months, and reinforcing the vital message that householders should only ever use a qualified electrician and compliant products.
