Published by isobel.regan@dontpanicprojects.com
Published Date 12.07.2023 
Purpose-driven PR means placing environmental, social and cultural issues as the highest priorities of a business’ communications strategy. And it has never been more important for companies to address some of the biggest issues facing the world, as consumers are increasingly expecting brands to be a positive force.
At Speed, we believe in the power of PR because we see its impact every day; changing the way people think, feel and act. We are not afraid to think differently, to bring something new to the table. To challenge both our clients and ourselves to be better. To do what is right, not what is easy.
That’s why all of our shortlisted campaigns share the common denominator of delivering real purpose for our Clients.
B2B CONTENT CAMPAIGN OF THE YEAR FOR BRITA VIVREAU
Shortlisted for B2B Content Campaign of the Year, BRITA VIVREAU – Invisible Waste, is a campaign about staying relevant and seeking every opportunity to emphasise a commitment to advising businesses on small steps that could help cut invisible energy waste.
With hospitality, healthcare and corporate businesses (BRITA’s three target markets) facing unprecedented challenges, breaking through the noise was harder than ever. The campaign tapped into a topic that we know would resonate with target audiences in the spaces they consume information – making the invisible visible. It did this by uncovering ways businesses could identify hidden sources of wasted energy and costs and championed the brand as a leader in energy-saving.
The key campaign asset was a compelling and authoritative 25-page insight report, ‘Invisible Waste’, of which three versions were created – one for each of BRITA’s target audiences (hospitality, corporate and healthcare). Informed by market research, conducted with 1000s of businesses, the report offered advice and tips for businesses to reduce unnecessary energy waste.
This was then activated via media sell-in and partnerships, thought leadership articles were seeded around research findings, targeted e-shots were created to promote report downloads, and a social media content calendar was compiled to support the campaign, with excerpts from the report released on social channels. BRITA’s sales team utilised content from the report as a prospecting tool and fresh website content (to provide multiform content for social platforms and blogs).
Incorporating a successful media relations strategy and compelling collateral led to their most successful sales month when the campaign launched in August 2022. Equally importantly, this campaign inspired a host of companies to change and improve their behaviour around energy waste.
*BRITA has also been nominated in the Integrated Campaign of the Year for its campaign, Perfect Pairings – a celebration of friendships and support in the hospitality industry.
PODCAST CAMPAIGN OF THE YEAR FOR DNV
On the subject of energy, our client DNV, an independent assurance and risk management provider, wanted to use its successful podcast to drive further engagement with its key account customers, and support its wider business objectives. Shortlisted for Podcast Campaign of the Year, The DNV Talks Energy podcast, written and produced by Speed, is now in its 13th series and includes episodes such as ‘Decarbonizing the oil and gas industry,’ and ‘Renewable energy – can it power the world?’ DNV has a strong purpose-driven focus.
Speed’s ongoing objective is to increase listeners and click-through rates to the podcast. Our strategy was to secure renowned industry guests with large followings themselves, and to achieve this we recorded the latest series at Singapore International Energy Week, a major global energy summit.
A key part of the creative approach was to outline broad discussion points allowing guests from the most influential firms in the world, including Amazon and GE to speak freely and provide fresh insights. Our Speed in-house production team filmed the interviews, allowing video clips to be used for promoting the podcasts.
The result was a wide-ranging and dynamic series that positioned DNV at the heart of the global climate debate. It was in the top 5% of podcasts globally, achieving its highest ever listenership.
NOT-FOR-PROFIT CAMPAIGN OF THE YEAR FOR SANCTUARY CARE
Switching industries, the last few years have been hugely challenging for the care sector, battling against a backdrop of funding and recruitment shortages combined with a public reputation crisis exacerbated by the Covid-19 pandemic. The reality is that care homes play a hugely valuable role in supporting our elderly population, whilst offering vibrant and enriching communities in which to live and work.
Recognising the time had come to turn the sector’s reputation on its head, not-for-profit care provider Sanctuary Care briefed Speed to step-change the perception of living in care and build awareness of Sanctuary Care as a trusted, empathetic provider that people recognise.
Cue Enriching Lives Together, shortlisted for Not-for-Profit Campaign of the Year. Putting Sanctuary Care’s best-in-class operational framework at the heart, this content driven campaign set out to showcase how Sanctuary Care enriches the lives of residents, employees, and families.
This campaign was transformational in rewriting the narrative on care and putting Sanctuary Care at the forefront of this shift in perception. The beauty in this campaign was telling a story that was there to be told…And that is what brilliant content should do.
AN AGENCY DRIVEN BY PR WITH POWER
We are a full-service PR and communications agency delivering PR with Power to shape opinion, forge communities, grow brands and influence influencers. Working in partnership, we help businesses figure out why they are relevant and create purpose-driven, impactful connections. Specialists in comms strategy planning, creative ideation & activation, content creation, digital implementation, influence engagement and of course PR, our 40-strong team of talented consultants work regionally, nationally and internationally. Advising a wide range of market leaders, challenger brands and category disrupting start-ups, we are focused on delivering campaigns that build awareness, drive engagement and secure measurable impact.
To be recognised in four categories in the 2023 UK Content Awards is a testament to our commitment to deliver truly impactful work for our Clients and demonstrates how we care passionately about making a difference.
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