Cambridge-based public relations and marketing agency, Conscious Communications, has been named as a finalist in two categories in this year’s PRCA Dare Awards (South East and East Anglia) for its #RunForWellbeing campaign with mental health charity, Charlie Waller Memorial Trust, which reached 87 million people across the UK.
A finalist for Best Charity Not-For-Profit Campaign and Best Low Budget Campaign in this year’s leading industry awards, the agency was engaged by the charity to leverage its partnership with the Cambridge Half Marathon in order to raise awareness of the value of exercise in mental wellness. Conscious Communications created the #RunForWellbeing campaign, linking the charity to the event, to shine a spotlight on how physical activity benefits mental wellbeing.
Alison Taylor, Managing Director, Conscious Communications, said: “There is scientific evidence that physical exercise can improve mental health. Research also shows that real-life stories of people overcoming mental illness are a source of inspiration and motivation for others. So, for this campaign, we identified celebrities and influencers, as well as the charity’s supporters with strong personal stories to be the voices of the campaign.”
Conscious Communications achieved widespread engagement with the campaign hashtag from the charity’s supporters, the media and the general public across social media channels – including posts by celebrities, health and fitness influencers and coaches, wellbeing coaches and teachers, university student magazines and Cambridge Half runners.
Sharing feedback on the campaign, Tracey Gurr, Communications Director at Charlie Waller Memorial Trust, said: “Conscious Communications took enormous care to understand our ethos as a charity and to provide what we required, using their extensive experience to help us get our messages across in engaging and innovative ways. The team balances creative thinking and sensitivity with efficiency, high standards and a friendly, down-to-earth approach.”
In response to the finalist announcement, Taylor said: “We are always proud of the work we deliver and of the results we achieve for our clients, and to be externally recognised for this campaign is the cherry on top of the cake. Working with charities like Charlie Waller Memorial Trust is a real privilege; our ambition is to do well by doing good, and to influence others to do the same, and through our work on this campaign, we were able to fulfil this goal.”
Winners of the PRCA Dare Awards 2020 will be announced in September.