2 January 2018

Throughout 2017, the PR & Communications industry launched some fantastic campaigns and here are our top 5:

1. Princess Principles, launched by Disney and The Academy/Shine was one of our top PR campaigns of 2017. The campaign targeted stereotypical perceptions of what it means to be a Disney princess. Female illustrators turned a set of ‘princess principles’ into eye-catching posters which were then released for free to young girls to inspire them to fulfil their full potential. The principles included positive affirmations such as ‘Care for others’, ‘Don’t judge a book by its cover’ and ‘Be honest’. It reached approximately 4.8 million girls and caused over 80% of mums to feel more favourably towards Disney princesses. 


2. Lynx and W set out on a mission to give British masculinity a new voice by getting rid of male taboos, modern day male stereotypes and social pressures to act a certain way. Using Google data to highlight questions men felt comfortable asking online but not in person, the campaign challenged male taboos straight on and gained 100% positive coverage for the brand. The campaign also included a TV advert including men who were famous for pushing the boundaries of stereotypical masculinity.

 3. Female genital mutilation (FGM) is a mammoth social taboo, but ActionAid UK [https://www.actionaid.org.uk/get-involved/fgm-brutal-cut] set out to get people talking. ActionAid UK paired up with Weber Shandwick to create a set of videos of Kenyan girls who are facing FGM which were then interrupted by vloggers, influencers and publishers. This PR campaign reached 152 million people and raised a quarter of a million pounds to build safe places for Kenyan girls. #BrutalCut 

Link to video: http://www.webershandwickemea.com/case-study/actionaid-uk-brutalcut/

4. Outside Organisation was in charge of the global media and communications strategy around the One Love Manchester benefit concert and television special showcasing global musicians and aimed to raise money to support the victims of the tragic Manchester Arena bombing. They secured worldwide publicity and over 12 million pounds was raised for the Red Cross. 

Image courtesy of The Independent.

5. Despite John Lewis normally being the most anticipated Christmas advert of the year, we had an alternative favourite for 2017. This year, Sky and Fever teamed up to create a magical advert showcasing family Christmas movie traditions. The advert told the story of a mother and daughter who have watched The Sound of Music together each Christmas for 25 years. The advert ends with the daughter growing up and watching it with her own daughter each Christmas. This PR campaign successfully brought together the spirit of Christmas through its realistic story telling. Good work!

Link to advert: http://www.sky.com/tv/channel/skycinema/video/christmas-advert

We can't wait to see what incredible PR campaigns 2018 will bring!