NFP Campaigns Win Top PR Awards

A number of public campaigns highlighting the work of Not for Profit organisations have taken out top prizes at the annual Public Relations Institute of Australia’s Awards – including the advocacy campaign for the National Disability Insurance Scheme.

The Golden Target Award for the best Public Affairs campaign went to PR consultant Claire O’Rourke, from Essential Media Communications (EMC) for the Every Australian Counts Campaign for NDIS – Make it Real.

The National Disability and Carers Alliance approached EMC to devise a campaign to deliver popular and political support for the NDIS.

Launched in 2011, advocacy organisation had effectively built grassroots support for the scheme, but had not yet secured a commitment from governments.

EMC says the overall goal of Make it Real was to secure legislation and funding for the NDIS.

Claire O’Rourke said its primary goal was reached in May 2013 with the announcement of the full implementation of the NDIS in Australia, with secure funding, bipartisan support and the majority of all State/Territory governments committed.

More than 156,00 Australians signed onto the advocacy campaign for the NDIS.

The PRIA Golden Target Awards recognises campaign excellence in the public relations and communications industry by giving members the opportunity to showcase their work and celebrate best practice.

A media campaign by Rachel White, from Red Agency, to raise the profile of a small charity supporting a little known disease, took out two top awards including Campaign of the Year and the best low cost/pro bono campaign.

Save Our Sons is a small charity for Duchenne Muscular Dystrophy (DMD), a rare and fatal muscle degenerative disease that affects 1 in 3,500 boys. The charity had raised $1.75 million in Australia towards funding crucial clinical trials of a new treatment and wanted to approach government to provide the remaining funds needed.

Rachel White said the charity and disease had a limited public profile and had been unable to secure a meeting with the Australian government. To attract government attention, they first needed to gain the support of the public, a significant challenge given the disease’s low awareness.

Enter the campaign called the Most Powerful Arm Ever Invented!

“The world’s first petition signing robot that would sign for those that can’t was created to capture public interest and support. Without any budget for bought media, PR was the sole driver for the campaign,” White said.

Insight Communications, a boutique public relations agency specialising in cause, culture and community was announced outright National Winner in the PRIA national Golden Target Awards for their campaign, "Don’t Play Renovation Roulette – Asbestos Awareness Week 2012’’ in the category of Government Sponsored Campaign.

Under the campaign category for Health Organisations Michelle Hutton, from Edelman won for the campaign called Shaping the Future of Diabetes Management in Australia.

Kieran Moore, the Chief Executive Officer of Ogilvy Public Relations and the Chairperson of this year’s awards, said the standard was tougher and more exacting than ever and all the finalists should be incredibly proud of their efforts.

“The important thing for both the PRIA and the entrants is to know that those that have been successful have won a meaningful award that recognises the highest levels of professional standards and expertise,” she said.

The Public Relations Institute of Australia (PRIA) is the national industry body for public relations and communication professionals in Australia.