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lPRA Newsletter

for Central & Southeastern Europe (CSE)*

2011 IPRA Golden World Awards for Excellence (GWA) Table of Contents: 1. 2. 3. 4.

2011 IPR A GWA for Central & Southeastern European Region Categories Examples of participants in 2010 IPR A GWA Call for entries

1ST 2011 lPRA Golden World Awards for Excellence for Central & Southeastern Europe (CSE)* ------------------------------------------------------------------------------------------------------------------------------------------------------------The International Public Relations Association (IPRA) is proud to announce the launch of a regional Golden World Awards for Excellence (GWA) competition for Central and Southeastern Europe (CSE). The competition will provide an opportunity for CSE professionals in communications to be recognized for their work and to share best practice in the most challenging pr topics in the CSE. Awards will go to the PR campaigns in the region in 2010 judged to be the best by an international jury. Awards will be presented at an official CSE GWA Gala ceremony and the winners will be entered in the global GWA competition. For further information about the global 2011 GWA competition go to http://united-partners.com/ipra/Newsletter_IPRA_N1.pdf The official call for entries for the first year of this most prestigious new competition will be made shortly. The closing date will be the end of March. Those eligible to submit entries for the IPRA CSE Golden World Awards for Excellence are companies, associations, private institutions, NGOs and government bodies in Central and Southeastern European Region. PR campaigns can be either local or regional. Entries submitted to the IPRA CSE Golden World Award competition will be judged by a panel of senior practitioners Each entry will be assessed on the basis of five criteria – the statement of the issue; research; planning; execution and evaluation. The judging will take place in April. The competition provides a unique opportunity for every participant to compete for a regional award and for automatic entry to the finals of the global GWA. Each winning entry in the twenty-five categories will go forward to the global GWA competition The IPRA CSE GWA award ceremony in Sofia will attract a substantial presence of respresentatives of the state bodies of Bulgaria, media, non-government representatives, cultural centres and foundations, and from the the academic, cultural and business communities. -------------------------------------------------------------------------------------------------------------------------------------------------------------

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


1ST 2011 lPRA Golden World Awards for Excellence for Central & Southeastern Europe (CSE)* -------------------------------------------------------------------------------------------------------------------------------------------------------------

Key Messages: • • •

Be a GWA winner! Compete against the best for regional recognition and the chance to become an international winner! Support business-led initiatives to integrate and promote the common CSE region workplace! Recognize the best PR practitioners from the CSE Region as Innovators & Leaders!

We are convinced that should you support this initiative to enhance your brand recognition by association with leaders in the public relations field. By linking your name with IPRA, our partners can only benefit in today’s intercultural and globally connected world. If this opportunity is of interest to you, we would be happy to discuss how we can work together for your benefit. Best regards, IPRA Secretariat ------------------------------------------------------------------------------------------------------------------------------------------------------------*Central & Southeastern European Region (CSE)* Central Europe Czech Republic Hungary Poland Slovakia Southeastern Europe Albania Bosnia and Herzegovina Bulgaria Croatia Cyprus Greece Macedonia Montenegro Romania Serbia Slovenia Turkey Please note 2011 CSE IPRA GWA timeline: Middle of January - February 2011: Announcement February / April 2011: Applying May 2011: Judging Gala event: TBD

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


2nd Categories: ------------------------------------------------------------------------------------------------------------------------------------------------------------Business-to-business Consumer PR for an existing product Consumer PR for an existing service Corporate responsibility Communication research Community Relations Digital Media Relations Environmental Online Crisis Communications Public affairs Public sector Publications Social media for PR Sponsorship Technology Travel and tourism Event management Healthcare International PR campaign Launch of a new product Launch of a new service Media Relations NGO Campaign NGO Campaign Grand Price Award for Exellence in Public Relations -------------------------------------------------------------------------------------------------------------------------------------------------------------

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


3rd Participants from CSE in 2010 lPRA GWA: ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Public affairs Year: 2010 Country: POLAND Client: The Association of Employers and Employees of Bookmaking Companies PR Agency: GENESIS PR The new draft of the Gambling Act, apart from regulating the issue of games in Poland, included a radical increase of the taxation of mutual wagering from 10% of revenue to 50% of income. This would lead to closing down of book-making companies; that is why intensified informative actions were taken in order to change the taxation. Eventually, the Polish Parliament decided that the tax will decrease to 12% of revenue – a rate acceptable for the industry. (link to full case study)

------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Year: Country: Client: PR Agency:

Launch of a new service 2010 TURKEY TURKCELL TURKCELL

Turkey started 3G mobile technolgy last summer. Among the fierce competition between the 3 GSM companies, Turkcell’s media relations campaign spurred the appeal of Turkcell as the most exciting and reliable provider of mobile 3G telephone technology. The core of the campaign is an innovative idea targeted to the top press in the country. (link to full case study)

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


4 h Call for entries for 2011 lPRA GWA for CSE: ------------------------------------------------------------------------------------------------------------------------------------------------------------For Excellence in Public Relations 2011 Competition | Call for Entries The 2011 IPRA Golden World Awards for Central and Southeastern countries for Excellence offer world-wide recognition and acclaim to world-class public relations programmes. The 2011 competition, conducted by the International Public Relations Association, is open to local, regional, national or international public relations programmes carried out or completed in 2010/2011. Deadline: April 30, 2011 How To Enter: Enter online at: http://www.ipra.org/detail.asp?articleid=1885 Categories: Please see: Part 2. Entry fees: Golden World Awards application for IPRA members - 100 EURO Golden World Awards application for Non members - 150 EURO

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


lPRA Newsletter

2nd edition February 2010

2010 Golden World Awards Table of Contents: 1. 2. 3. 4. 5.

2011 IPR A GWA for Central & Southeastern European Region Photos & Video Second 6 GWA winning campaigns Full list of winners Call for entries for 2011 GWA

1ST Main News -------------------------------------------------------------------------------------------------------------------------------------------------------------

2011 IPRA Golden World Awards for Excellence (GWA) for Central & Southeastern Europe (CSE)* The International Public Relations Association (IPRA) is proud to announce the launch of a regional Golden World Awards for Excellence (GWA) competition for Central and Southeastern Europe (CSE). The competition will provide an opportunity for CSE professionals in communications to be recognized for their work and to share best practice in the most challenging pr topics in the CSE. Awards will go to the PR campaigns in the region in 2010 judged to be the best by an international jury. Awards will be presented at an official CSE GWA Gala ceremony and the winners will be entered in the global GWA competition. For further information about the global 2011 GWA competition go to http://united-partners.com/ipra/Newsletter_IPRA_N1.pdf The official call for entries for the first year of this most prestigious new competition will be made shortly. The closing date will be the end of March. Those eligible to submit entries for the IPRA CSE Golden World Awards for Excellence are companies, associations, private institutions, NGOs and government bodies in Central and Southeastern European Region. PR campaigns can be either local or regional. Entries submitted to the IPRA CSE Golden World Award competition will be judged by a panel of senior practitioners. Each entry will be assessed on the basis of five criteria – the statement of the issue; research; planning; execution and evaluation. The judging will take place in April. The competition provides a unique opportunity for every participant to compete for a regional award and for automatic entry to the finals of the global GWA. Each winning entry in the twenty-five categories will go forward to the global GWA competition The IPRA CSE GWA award ceremony in Sofia will attract a substantial presence of representatives of the state bodies of Bulgaria, media, non-government representatives, cultural centres and foundations, and from the academic, cultural and business communities.

-------------------------------------------------------------------------------------------------------------------------------------------------------------

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


1ST Main News -------------------------------------------------------------------------------------------------------------------------------------------------------------

Key Messages: • • •

Be a GWA winner! Compete against the best for regional recognition and the chance to become an international winner! Support business-led initiatives to integrate and promote the common CSE region workplace! Recognize the best PR practitioners from the CSE Region as Innovators & Leaders!

We are convinced that should you support this initiative to enhance your brand recognition by association with leaders in the public relations field. By linking your name with IPRA, our partners can only benefit in today’s intercultural and globally connected world. If this opportunity is of interest to you, we would be happy to discuss how we can work together for your benefit. Best regards, IPRA Secretariat ------------------------------------------------------------------------------------------------------------------------------------------------------------*Central & Southeastern European Region (CSE)1 Central Europe Czech Republic Hungary Poland Slovakia Southeastern Europe Albania Bosnia and Herzegovina Bulgaria Croatia Cyprus Greece Macedonia Montenegro Romania Serbia Slovenia Turkey Please note 2011 CSE IPRA GWA timeline: Middle of January - February 2011: Announcement February / March 2011: Applying April 2011: Judging Gala event: TBD

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


2nd Photos & Video from 2010 lPRA GWA -------------------------------------------------------------------------------------------------------------------------------------------------------------

2010 IPRA Golden World Winners

-------------------------------------------------------------------------------------------------------------------------------------------------------------IPRA Winners 2010 Elizabeth Ananto /2010 IPRA President/ bestows a prize on Prof. Ehud Kokia / CEO, Maccabi HealthCare Services/ for "Environmentallyresponsible medication disposal" camapign. ------------------------------------------------------------------------------------------------------------------------------------------------------------IPRA Winners 2010 Philip Sheppard /2010 GWA Moderator/ and Elizabeth Ananto /2010 IPRA President/ bestow a prize on Tourism Queensland, Australia for "The Best Job in the World" campaign.

------------------------------------------------------------------------------------------------------------------------------------------------------------http://www.youtube.com/ipraofficial http://picasaweb.google.com/multiface/GWA2010

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


3rd Second “6” GWA winning campaigns ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Digital Media Relations Winner: SCA Libresse & Prime PR, Sweden For: Make Your Voice Heard Year: 2010 Country: Sweden Client: SCA Libresse PR Agency: Prime PR The Nordic countries are seen as the most liberated in the world. But, in 2009, it was still taboo to talk about menstruation. Therefore Libresse, the Nordic market leader in female sanitary napkins, focused on strengthening the self-confidence in the segment of their target group that needed it the most; young girls. In these formative years, today’s harsh image-obsessed society has great influence, and Libresse aimed to act as an antithesis when launching a new sanitary napkin packaging. The campaign “Make Your Voice Heard” engaged tens of thousands it strengthened girls self esteem and most importantly made it easier for girls to talk about the most natural thing in the world – their periods. Read More:

------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Winner: For: Year: Country: Client: PR Agency:

Environmental Maccabi Health Services, Israel Environmentally-responsible medication disposal 2010 Israel Maccabi Health Services Maccabi Health Services

Maccabi Health Services has an excellent reputation, reflected in the positive media coverage we receive. This campaign was for us an uncharted area that included, in part, an unknown communications arena. Success required careful planning and creativity. We studied the subject, provided interesting information to journalists, and caused a complacent Israeli society to change its mindset, acting to protect the environment while protecting its health. Welcome campaign outcomes included banks, cities and a university asking to join our program, and our main competitor copying it. An even greater success: proposed legislation compelling all health institutions to offer medication return facilities. Read More:

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


3rd Second “6” GWA winning campaigns ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Event management Winner: Microsoft Xbox 360 & Edelman, USA For: Xbox 360 at E3 2009 Year: 2010 Country: United States Client: Microsoft Xbox 360 PR Agency: Edelman Xbox 360 at E3 2009 Entry Summary Statement of the Problem / Opportunity Each year, momentum in the multi-billion dollar video game industry builds toward a media crescendo at E3 – the industry’s biggest and most important event. In 2009, Xbox saw E3 as a turning point and a huge opportunity—the chance to show the world that Xbox 360 is the future of interactive entertainment. The Xbox 360 PR team took advantage of the opportunity, and delivered a massive keynote in front of thousands of media (more than 2,000 print journalists and more than 100 broadcast cameras) complete with celebrity appearances (e.g., Paul McCartney, Steven Spielberg) and groundbreaking announcements – unveiling revolutionary technology in “Project Natal” and groundbreaking partnerships with Facebook and Twitter. Read More:

------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Winner:

Healthcare The Ministry of Health and Social Development of Russia, the Federal Medical Biological Agency & SPN Ogilvy, Russia For: More Donors – More Life Year: 2010 Country: Russia Client: The Ministry of Health and Social Development of Russia PR Agency: SPN Ogilvy Addressing a catastrophic lack of blood donors (the country had a mere 31% of the sufficient number), in 2008 the Ministry of Health launched a 5-year communications program aimed at building a social institution of blood donation (first ever case in Russian practice). Over 1500 events in 5 months and a wide variety of communication activities generated 9500 publications, positive changes in public opinion and motivation to donate blood. Donor number grew by 2% nationwide (including non-target areas), achieving the sufficient level in several regions. A response wave of public initiatives indicates that the new institution is coming to life. Read More:

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


3rd Second “6” GWA winning campaigns ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: International PR Campaign Winner: Tourism Queensland, Australia For: The Best Job in the World Year: 2010 Country: Australia Client: Tourism Queensland PR Agency: Tourism Queensland The Best Job in the World campaign – a worldwide search to find a Caretaker of the Islands of the Great Barrier Reef - a genuine six-month employment opportunity with Tourism Queensland offering a salary of AUD$150,000, rent-free luxury accommodation on Hamilton Island and the opportunity to discover and report back to a worldwide audience what the region has to offer. No single tourism campaign has ever had such a significant reach, intensive continuous media coverage and impassioned consumer response and no single job search has required the execution of such an intensive global PR effort. Read More:

------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Winner:

Launch of a new product Gillette (Procter & Gamble) & Corporate Voice|Weber Shandwick, India For: Shave India Movement Year: 2010 Country: India Client: Gillette (Procter & Gamble) PR Agency: Corporate Voice|Weber Shandwick Debunking the Western world perception that men with stubble are more attractive, an AC Nielsen India survey found that 85% of Indian women preferred cleanshaven men. This prompted Gillette to launch the Shave India Movement (SIM), encouraging men to shave, while unveiling the affordable Gillette Mach3 razor. Tapping women and celebrities, a Women Against Lazy Stubble (W.A.L.S) group was formed to carry the message to men. Culminating in a mass Shaveathon, SIM brought together 1,858 men making history by breaking both Indian and world shaving records. Also, Gillette’s quarter sales target was achieved in just 15 days of the campaign. Read More:

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


4 h Full list of winners ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Business-to-business Winner: Genomatica & Edelman, USA for Genomatica: Sugar into spandex, through sustainable chemistry Category: Winner: for

Consumer PR for an existing product PHOENIX & The Practice, Romania Optimism in times of crisis

Category: Winner: for

Consumer PR for an existing service Liberty Direct Poland, Poland Beating the storm – Liberty Direct leads market breakthrough

Category: Winner: for

Corporate responsibility Novartis Korea & Macoll Communication Consulting, Republic of Korea Transplantation TREE of LIFE Campaign

Category: Winner: for

Communication Research Hokkaido Rice Promotion Committee & Dentsu Public Relations Inc., Japan Upgrading Hokkaido Rice to ‘First Class’

Category: Winner: for

Community Relations Nord Stream AG, Switzerland Nord Stream Pipeline: Community Relations in Nine Countries

Category: Winner: for

Digital Media Relations SCA Libresse & Prime PR, Sweden Make Your Voice Heard

Category: Winner: for

Environmental Maccabi Health Services, Israel Environmentally-responsible medication disposal

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


4 h Full list of winners ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Online Crisis Communications Winner: Petrobras (Petroleo Brasileiro S.A), Brazil for Facts & Data: pioneering the use of a corporate blog as a tool for strategic communication and transparency during a crisis Category: Winner: for

Public affairs The Association of Employers and Employees of Bookmaking Companies & GENESIS PR, Poland Change of the taxation rate in the new gambling act of bookmaker companies legally operating in Poland

Category: Winner: for

Public Sector Kenya National Bureau of Statistics & Apex Communications Ltd, Kenya 2009 Kenya National Population and Housing Census Campaign – Nipo Natambulika, Count me In!

Category: Winner: for

Publications Deutsche Post DHL & beckmann´s communications, Worldwide Delphi Study - “Delivering Tomorrow – Customer Needs in 2020 and Beyond”

Category: Winner: for

Social Media for PR BCR & Rogalski Grigoriu Public Relations, Romania Money School

Category: Winner: for

Sponsorship Nord Stream AG, Europe The Baltic Youth Philharmonic

Category: Winner: for

Technology Acer Indonesia & IndoPacific Edelman, Indonesia Acer Indonesia Q4 2009 Campaign: Invasion of Technology

Category: Winner: for

Travel and Tourism Hotels.com & Seventy Seven PR, UK 2009 Hotels.com Hotels Price Index

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


4 h Full list of winners ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Event management Winner: Microsoft Xbox 360 & Edelman, USA for Xbox 360 at E3 2009 Category: Winner: for

Healthcare The Ministry of Health and Social Development of Russia, the Federal Medical Biological Agency & SPN Ogilvy, Russia More Donors – More Life: Building the Social Institution of Blood Donation in Russia

Category: Winner: for

International PR Campaign Tourism Queensland, Australia The Best Job in the World

Category: Winner: for

Launch of a new product Gillette (Procter & Gamble) & Corporate Voice|Weber Shandwick, India Shave India Movement

Category: Winner: for

Launch of a new service TURKCELL, Turkey ‘TALK OF THE TOWN’: Turkcell 3G Launch Media Relations

Category: Winner: for

Media Relations Brazilian Secretariat of Social Communication of the Presidency of Brazil & Fleishman-Hillard and CDN, Brazil Green Diplomacy: Brazil’s Success Bridging Developed & Developing Countries at COP15

Category: Winner: for

NGO Campaign Parkinson's UK & Grayling UK, UK Parkinson's UK Brain Donor Appeal

Category: Winner: for

NGO Campaign National Dairy Council & Edelman,USA Fuel Up to Play 60

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


4 h Full list of winners ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: United Nations Award Winner: Kenya National Bureau of Statistics & Apex Communications for 2009 Kenya National Population and Housing Census Campaign – Nipo Natambulika, Count me In! Category: Winner: for

5h

Grand Prize Award for Excellence in Public Relations Tourism Queensland, Australia The Best Job in the World

Call for entries for 2011 GWA

For Excellence in Public Relations 2011 Competition | Call for Entries The 2011 IPRA Golden World Awards for Excellence offer world-wide recognition and acclaim to world-class public relations programmes. The 2011 competition, conducted by the International Public Relations Association, is open to local, regional, national or international public relations programmes carried out or completed in 2010/2011. Deadline: April 15, 2011 How To Enter: Enter online at: http://www.ipra.org/ipracart/Results1.asp?Category=1 Categories: Please see: Part 4: Full list of winners Entry fees: Golden World Awards application for IPRA members - £230.00 Golden World Awards application for Non members - £290.00

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


lPRA Newsletter

3rd edition April 2011

2010 Golden World Awards Table of Contents: 1. 2. 3. 4. 5.

2011 IPR A GWA for Central & Southeastern European Region Photos & Video Third 6 GWA winning campaigns Full list of winners Call for entries for 2011 GWA

1ST Main News -------------------------------------------------------------------------------------------------------------------------------------------------------------

2011 IPRA Golden World Awards for Excellence (GWA) for Central & Southeastern Europe (CSE) Dear IPRA fellows, For a first time regional PR awards! From IPRA! For Central and Southeastern Europe! For a first time you can compete in a friendly environment! For a first time you have bigger chance to win an international recognition! The winners in the regional IPRA awards go directly to the final competition of Golden World Awards of IPRA!

Participate now with your best projects. You can find all information HERE: http://www.ipra.org/detail.asp?articleid=1885 Awards will be presented at an official CSE GWA Gala ceremony and the winners will be entered in the global GWA competition. For further information about the global 2011 GWA competition please see below. -------------------------------------------------------------------------------------------------------------------------------------------------------------

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


2nd Photos & Video from 2010 lPRA GWA -------------------------------------------------------------------------------------------------------------------------------------------------------------

2010 IPRA GWA Gala Ceremony & Cocktail

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2010 IPRA GWA Gala Ceremony & Cocktail

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2010 IPRA GWA Gala Ceremony & Cocktail

------------------------------------------------------------------------------------------------------------------------------------------------------------http://www.youtube.com/ipraofficial http://picasaweb.google.com/multiface/GWA2010

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


3rd Third “6” GWA winning campaigns ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: NGO Campaign Winner: Parkinson's UK & Grayling UK For: Parkinson's UK Brain Donor Appeal Year: 2010 Country: United Kingdom Client: Parkinson's UK PR Agency: Grayling UK The Brain Donor Appeal launched during Parkinson’s Awareness Week 2009 to encourage people to pledge their brains to Parkinson’s research. The appeal reached a mass audience, resulting in 738 pieces of coverage in five days and more than 2,300 additional donors to the Brain Donor Register, more than doubling the target for the year Read More:

------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Winner: For:

Online Crisis Communications PETROBRAS (PETROLEO BRASILEIRO S.A) Facts & Data: pioneering the use of a corporate blog as a tool for strategic communication and transparency during a crisis Year: 2010 Country: BRAZIL Client: PETROBRAS (PETROLEO BRASILEIRO S.A) PR Agency: PETROBRAS (PETROLEO BRASILEIRO S.A) An interactive online tool hosted in a web environment. A daring communication channel. We are talking about Facts & Data blog, created to give transparency to the company’s positionings in face of a crisis created by an inquiry on Petrobras in the Senate. Linked to other social media tools, mainly Youtube and Twitter, the blog triggered a wide discussion throughout the Brazilian society about the source-press relationship, and was welcome as a step ahead in crisis communication, because it provided space for publication of all points of views. The investigation lasted six months and its conclusion was favorable to Petrobras. Read More:

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


3rd Third “6” GWA winning campaigns ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Media Relations Winner: SECOM & Fleishman-Hillard and CDN For: Green Diplomacy: Brazil’s Success Bridging Developed & Develop ing Countries at COP15 Year: 2010 Country: Brazil Client: Brazilian Secretariat of Social Communication of the Presidency of Brazil (SECOM) PR Agency: Fleishman-Hillard and CDN As home to the world’s largest tropical rainforest and one of the most diversified renewable energy economies in the world, Brazil places a high priority on maintaining leadership in the fight against climate change. In partnership with FleishmanHillard and Brazil-based affiliate CDN, the Secretariat of Social Communication of the Presidency of Brazil (SECOM) executed a complex media relations campaign around the COP15 Climate Change Conference in Copenhagen in December 2009. The program positioned Brazil a leading voice on climate change and a bridge between developed and developing countries, achieving over 6 weeks of sustained visibility on this important global issue. Read More: ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Winner: For: Year: Country: Client: PR Agency:

Launch of a new service TURKCELL ‘TALK OF THE TOWN’: Turkcell 3G Launch Media Relations 2010 TURKEY TURKCELL TURKCELL

Turkey started 3G mobile technolgy last summer. Among the fierce competition between the 3 GSM companies, Turkcell’s media relations campaign spurred the appeal of Turkcell as the most exciting and reliable provider of mobile 3G telephone technology. The core of the campaign is an innovative idea targeted to the top press in the country. Read More:

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


3rd Third “6” GWA winning campaigns ------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Public affairs Winner: The Association of Employers and Employees of Bookmaking Companies & GENESIS PR For: Change of the taxation rate in the new gambling act of bookmaker companies legally operating in Poland Year: 2010 Country: Poland Client: The Association of Employers and Employees of Bookmaking Companies PR Agency: GENESIS PR The new draft of the Gambling Act, apart from regulating the issue of games in Poland, included a radical increase of the taxation of mutual wagering from 10% of revenue to 50% of income. This would lead to closing down of book-making companies; that is why intensified informative actions were taken in order to change the taxation. Eventually, the Polish Parliament decided that the tax will decrease to 12% of revenue – a rate acceptable for the industry. Read More:

------------------------------------------------------------------------------------------------------------------------------------------------------------Category: Winner: For: Year: Country: Client: PR Agency:

NGO Campaign National Dairy Council & Edelman Worldwide Fuel Up to Play 60 2010 United States of America National Dairy Council Edelman Worldwide

In response to the childhood obesity health crisis among American youth, National Dairy Council (NDC) partnered with the National Football League (NFL) to launch Fuel Up to Play 60 (FUTP 60). The program empowers youth to improve nutrition and physical activity at their school and for their own health. As the lead marketing partner to the NDC, Edelman developed program components that help youth and school leaders work together to implement healthy changes (e.g., adding more healthy options to school lunch menus and creating after-school “walking” clubs). Activation components included in-school program guides, advertising, public relations, social media partnerships and an interactive Web site. Read More:

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


5 h Call for entries for 2011 lPRA GWA ------------------------------------------------------------------------------------------------------------------------------------------------------------For Excellence in Public Relations 2011 Competition | Call for Entries The 2011 IPRA Golden World Awards for Excellence offer world-wide recognition and acclaim to world-class public relations programmes. The 2011 competition, conducted by the International Public Relations Association, is open to local, regional, national or international public relations programmes carried out or completed in 2010/2011. Deadline: April 15, 2011 How To Enter: Enter online at: http://www.ipra.org/ipracart/Results1.asp?Category=1 Categories: Please see: Part 4: Full list of winners Entry fees: Golden World Awards application for IPRA members - ÂŁ230.00 Golden World Awards application for Non members - ÂŁ290.00

lPRA Newsletter

IPRA Secretariat 12 Dunley Hill Court, Ranmore Common, Dorking, Surrey RH5 6SX, UK T: +44 (0)1483 280 130

F: +44 (0)1483 280 131

E: info@ipra.org

www.IPRA.org


IPRA