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29 Nov 2013

CIPR PRide Awards success for Aberfield

Posted on November 29, 2013 by

Aberfield Communications took home two top PR awards last night.

The fledgling agency won double ‘Gold’ awards in the best low budget category and the judges’ award for the best use of planning, research, measurement and evaluation from all of the campaigns nominated. Both were for its campaign for the Bone Cancer Research Trust (BCRT).

Aberfield was also a finalist in the best use of social media category, for its social media study for first direct.

The CIPR Yorkshire and Lincolnshire PRide Awards recognised the best PR and communications work by agencies and in-house teams in the region.

Aberfield’s work with BCRT sought to increase awareness of primary bone cancer in the lead up to, and during, Bone Cancer Awareness Week. It generated over 100 pieces of coverage and increased Google searches for bone cancer by 60% during the week.

The first direct social study featured a qualitative month-long experiment with 40 volunteers asking them to change their social media habits– the first time such an experiment had been conducted in the UK – supported by quantitative research studies.

Phil Reed, director at Aberfield, said: “It’s been a really strong year of growth for us and these awards are a reflection of how our audience-focused approach is generating fantastic results for clients and helping us to win new business.

“We believe that for PR to be truly effective we have to influence change in audiences’ behaviour and both of these campaigns demonstrated exactly that.”

The successes have come at the end of a great 18 months for the agency which, alongside its awards, has grown its team and won clients including first direct, Harrogate Spring Water, Quintessential Finance, Arriva and Visit Leeds.

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