BEST AWARENESS CAMPAIGN OR ADVANCEMENT OF A CAUSE
Association for Project Management – Women in Project Management
While the project profession should be a profession for everyone, this isn’t always the reality. APM research shows that roughly 70% of project professionals in the UK are male, with twice as many men occupying senior management or director level roles than women. Furthermore, APM’s latest Salary and Market Trends Survey also shows that a staggering 24% gender pay gap remains for the project profession; the median across professions resting at 15%.
In line with APM’s long history of advocating for women in the project profession, ‘Women in Project Management’ was born out of a desire to directly tackle issues relating to gender inequality through a campaign-led approach.
Recognising that continuing the conversation on gender inequality means elevating those most affected by it, the campaign passed the mic to women within the project profession. In response to their calls that the conversation had moved beyond the simple fact that ‘we need more female project managers’, the campaign aimed to address the complexities at the crux of the issue. It provided a safe and inclusive space for women affected by these issues to share their experiences, and for people of all genders, ages and backgrounds to contribute.
British Dietetic Association – New Year, New You? No Thank you!
The British Dietetic Association’s (BDA) New Year, New You – No Thank you! campaign was one of its major public facing campaigns of the year. It hit the headlines with a front-page splash in The Times and gained quality coverage in all major newspapers and online. The team created resources for members to use to target their consumer audiences. This included an online parody video that went on to be one of the most successful videos ever shared by the BDA.
The campaign achieved its objective of providing useful advice to the public on avoiding fad diets at a key time when there is always a huge amount of misinformation being shared about food and dieting.
The campaign increased the voice and visibility of dietitians as the trusted, qualified, go-to experts in food and nutrition amongst the public and the media.
Members got fully involved too, offering expert comment and sharing the resources far and wide, to ensure as many people came into contact with the campaign as possible.
Hire Association Europe – United for Mental Strength
Hire Association Europe and Event Hire Association (HAE EHA) is a trade association representing members who hire, manufacture, or supply, plant, tools, and event equipment. HAE EHA provides operational products, services, and resources to sole traders, small businesses and large commercial companies which hire or supply tools and equipment for domestic works, construction, or events.
First launched in March 2022, the United for Mental Strength campaign is an initiative that aims to connect the hire industry to share experiences, information, and ideas with one another to raise awareness and accelerate the levels of support across the sector. The campaign also works to encourage everyone to look for the tell-tale signs and speak up for themselves or others who need help. Through this initiative we will also develop the skills and capabilities within organisations by increasing the ‘Mental Strength’ of the workforce.
Institution of Occupational Safety and Health – IOSH magazine video series
The Institution of Occupational Safety and Health (IOSH) is the largest membership organisation for its profession. It champions, advises and trains health and safety professionals in around 130 countries. Influencing and helping to change the way organisations look after their people at work. Its overarching objective is to create a world where work is safe and healthy for every working person, every day. And over the past year the Institution has been harnessing the growing trend to use video to enhance workplace safety. Creating and distributing a series of compelling ‘explainer’ videos under its award-winning owned media brand IOSH magazine.
Royal Town Planning Institute – The Planner Women of Influence
The Planner is the media brand produced by Redactive Media Group on behalf of the Royal Town Planning Institute (RTPI). Its Women of Influence campaign has established itself as a bold and highly visible response to a major diversity concern initially identified by the client.
Women of Influence is ultimately the result of a 2015 national newspaper article that positioned planning as being particularly male oriented by comparison to other professions. This prompted the RTPI chief executive at the time to seek ways to address the situation.
Coming two years into producing the magazine, The Planner’s editorial team had themselves realised just how male-dominated the profession was. Desk research by the team found that 90% of the most senior people from the 10 biggest employers in the chartered planning sector were men, figures reflected in the proportion of people offering to write for the title. The need to raise awareness of the many women working and achieving in this environment became abundantly clear, as did a need to inspire a new generation of women to choose to work as planners.
Society of Trust and Estate Practitioners – Protect your digital memories for future generations
The issue of planning for digital assets after death is gaining importance. STEP members, who specialise in inheritance and succession, have witnessed families struggling to access sentimental and financially valuable digital assets, causing distress. Research identified three main causes: a lack of public awareness, inconsistent tools and terms offered by service providers, and outdated legislation globally.
To address these challenges, STEP formulated a strategy that involves raising public awareness to encourage planning and to generate demand for solutions from service providers and governments. Utilising insight gained from research, STEP developed a digital public awareness campaign, using an emotionally engaging video to drive traffic to the campaign website memories.step.org. The campaign encourages people to protect their digital memories for future generations by making use of legacy settings on platforms like Google and Apple and discussing digital asset wishes with loved ones.
The campaign has been successful, surpassing goals for website traffic and conversions, reaching millions of people through social media and garnering support from STEP members and branches globally. It has also gained media coverage and facilitated engagement with major service providers like Meta, Apple, Google and LinkedIn, with the latter seeking STEP’s expertise in enhancing their legacy tools.
The Royal College of Psychiatrists – Choose Psychiatry
The Royal College of Psychiatrists is the professional membership body for psychiatrists, within the UK and globally. We have 21,000 members worldwide, and 1,600 mental health services are in membership of our quality and accreditation networks across the UK. The long-term psychiatric workforce faces huge challenges, with 20% of core trainees leaving the profession during the first 3 years of training, and the number of full-time equivalent consultant psychiatrists across English NHS organisations falling by 0.7% YoY.
The growing need for mental health support in response to COVID-19 and the cost-of-living crisis means addressing the departure of psychiatry trainees has become urgent. After successfully campaigning to increase the proportion of psychiatry posts taken up by Foundation doctors to 100% during 2017-2021, we needed to keep this momentum going by raising awareness further, and positioning psychiatry as an attractive career choice.
Our latest ‘Choose Psychiatry’ campaign used celebrity influencers like Stephen Fry and Alastair Campbell to support our message, alongside engaging and thought-provoking videos, social media banners, podcasts, media reach and more. It reached audiences of millions, delivering on its original objective to raise awareness, and to attract a potential future generation of talented, ambitious psychiatrists to support the industry.
The Scaffolding Association – National Scaffolding Week
The skills gap within the scaffolding industry has been a long-standing issue, as the recruitment of new scaffolders fails to keep pace with the loss of skilled labour from the sector The Scaffolding Association identified an opportunity to create a campaign to promote and sing the praises of the sector while also promoting the Scaffolding Associations’ work and its own mission within the scaffolding and access industry.
‘National Scaffolding Week’ (NSW) is the first campaign of its kind to be wholly focused on the scaffolding sector with its aim being to showcase the diverse range of career options available within scaffolding and to inspire a new generation or those looking for a new challenge to take up a role in the industry by highlighting some of the prestigious and incredible work that goes on in the sector.
Not only does NSW promote scaffolding as a viable and rewarding career option for those from all walks of life, but it also provides a platform on which to highlight some of the great achievements of organisations and individuals already operating within the sector and showcase best practice, innovation and determination.
