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CIPR PRide awards 2022: our shortlisted campaigns

After being shortlisted for an amazing eight CIPR North West PRide Awards earlier this week, we wanted to take some time to reflect on the four campaigns that made the cut – each of which we’re incredibly proud of. 

Culture Shift: paying the price for problematic behaviour

Shortlisted for: best corporate and business communications campaign, best use of media relations

Our client Culture Shift has become a leading trusted voice on tackling bullying and harassment in places of work/study, and was looking to continue building on this momentum via a targeted PR campaign.

The objectives of the campaign were to raise brand awareness for Culture Shift and the work it does, while positioning the business as a leading voice in activating positive change in workplace culture, and contributing to lead generation across the workplace sector.

We launched a content-led B2B campaign, grounded in research, focusing on the topical theme of ‘risk and reputation’ to shine a light on the impact misconduct claims have on a business. From the impact on the people at centre of them, to financial repercussions and reputational damage caused by a public scandal, the campaign was aimed at generating widespread attention amongst media and prospective Culture Shift clients.

The research insights were then developed into a content series for owned and external channels, comprising reports, press releases, thought-leadership articles, social posts, blogs, infographics and a risk calculator (which lived on the Culture Shift website). Due to the audience demographic and objectives, it was crucial for us to team owned content with media outreach, ensuring maximum brand awareness. While some content was open publicly, the reports were gated to support lead generation for Culture Shift’s sales team and give media dedicated landing pages to drive traffic to via backlinks. 

Measurement, evaluation and impact

  • High-quality coverage was generated across all key media, raising widespread awareness of Culture Shift and the work it does on a national scale. Landed 94 hits, 97% of which included key messages, reaching an audience of 5 billion+
  • Coverage generated amongst Metro, Independent, City A.M., Yahoo!, Financial Reporter, Nursing Notes, Legal Cheek and HR Grapevine, amongst others
  • Research, thought-leadership and impactful content series, which garnered widespread attention, positioned Culture Shift as a leading voice in activating positive change in workplace culture, resulting in the CEO becoming a go-to for comment on relevant areas - inbound requests from the likes of Times Radio, The Guardian and LBC
  • Generated 94+ leads across target sectors for the Culture Shift sales team, which resulted in conversations/meetings with several prominent public and private sector organisations

Heating Installer Awards: back with a BANG!

Shortlisted for: best corporate and business communications campaign, best integrated campaign

The Heating Installer Awards (HIAs) is owned and run by our team. Established in 2015 to raise the credibility and celebrate achievements of UK plumbers/heating installers, the awards create a positive talking point and promote excellent service which can often go unrecognised. The HIAs has established itself as the award for installers across the UK to win.

In its sixth year, we faced a huge challenge. The previous year’s awards had largely been run online due to COVID, with large parts of the awards (such as the ceremony) unable to be as effective as they usually were.

The objectives of the campaign were to come back stronger, with a bigger-and-better awards than ever before! Ensure positive comments/feedback about the HIAs, while guaranteeing sponsors and adding new ideas to regenerate the HIAs.

An integrated communications strategy was designed to streamline activity, while increasing awareness among the target audiences, building campaign credibility and providing more value to sponsors.


To Innovate and evolve the awards, we launched a new category (most sustainable installer), with its own entry criteria built with support from sponsors and former winners. We also added an interactive trade show stand at Installer2021, where the ceremony took place and winners were announced. Plus we collaborated with influencers in the plumbing sector to amplify activity.

Measurement, evaluation and impact

  • The value of sponsorship grew from the previous year
  • Awards ceremony inside Installer2021 was attended by 150+ people
  • Social media following increased by 11% and engagement increased by 31.8%
  • Web visitors increased by 46%
  • Votes increased by 162%
  • Entries grew by 20% YOY
  • Owned database grew, creating an enviable and unique database of installers

RISA: helping homeowners to discover Section 75

Shortlisted for: best low budget campaign, best use of media relations

Our client RISA, a UKAS accredited inspection body that’s part of the Glass and Glazing Federation (GGF) and provides independent and impartial inspection services to the UK fenestration and construction industries, approached us to help raise awareness of its Section 75 assessment service among UK homeowners.

Section 75 is part of the Consumer Credit Act and enables UK consumers to make a claim against their credit card provider to get a refund for a purchase, either a product or service, which didn’t meet requirements. Ultimately, if building work goes wrong, or doesn’t meet requirements, then homeowners are able to make a claim against Section 75 and claim back up to £30,000.

The objectives of the campaign were to raise awareness of RISA in the home improvement market and more specifically for the work it does in the Section 75 space. While positioning RISA as a leading voice in the sector and contributing to lead generation amongst homeowners.

To help raise awareness of RISA and the services it provides, we designed and implemented a short, content-led campaign which focused heavily on strong media relations and brand building. By conducting research among homeowners focusing on topics such as 2022 home improvement trends and the nation’s understanding of Section 75, we were able to create thought provoking, media worthy content. The campaign was designed specifically to encourage journalists to link back to the RISA website where homeowners could download a Section 75 template claim letter.

Measurement, evaluation and impact

  • 42 pieces of media coverage generated spanning national, regional and trade outlets, including The Sun, The Metro, iNews, Real Homes and Ideal Home
  • 179 million people reached
  • 12 backlinks to the RISA website
  • 69% of all media coverage mentioned Section 75
  • 22% increase in web traffic

If you’re interested in finding out more about Refresh’s award-winning work, get in touch.

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