Hope&Glory and Bumble win PR Awards Grand Prix with anti-cyberflashing campaign
Hope&Glory, Broadcast Revolution and Bumble have snapped up the coveted Grand Prix at The Drum Awards for PR 2022 for its iconic #CyberFlashingIsFlashing campaign.
Grand Prix winner Hope&Glory and Bumble
The Drum Awards for PR recognizes the firms, agencies, brands and people at the very top of the global PR business, guiding the communications of companies, governments and organizations effectively.
The results were revealed at a ceremony at The Drum Labs in London, during our week-long awards festival, alongside a live cast on The Drum TV.
Advertisement
The Grand Prix went to Hope&Glory, Broadcast Revolution and Bumble for their campaign to crack down on cyberflashing.
The trophies for Most Effective Use of Earned Media and Best Event, Stunt or Promotional Activation meanwhile went to The Romans and Duolingo for their ’Translated Into Tartan’ campaign.
Golin and Asics won Best PR Campaign for an International Client as well as the Fashion, Health, Beauty and Luxury category for its Mind Race work.
Advertisement
The awards were judged by a panel of senior marketers from companies including Fever PR, Weber Shandwick, Getty Images, Live Nation, MullenLowe, Zoom, Hunter PR, Tinder, BBC Scotland, Vevo, Pinterest, Reddit, Burger King, AKQA, Jungle Creations and Moxie Communications Group.
A complete list of winners can be viewed here and find out more about the top winners below.
Suggested newsletters for you
Grand Prix, Best Social Purpose/PR For Good and Best Small Budget
Agency: Hope&Glory and Broadcast Revolution
Client: Bumble
Campaign: #CyberFlashingIsFlashing
#CyberFlashingIsFlashing was positioned to make Bumble the safest dating app for women, which led Hope&Glory and Broadcast Revolution to campaign on behalf of women online everywhere: calling for cyber flashing to be treated in the same way as flashing in real life.
In all, the campaign delivered over 484 pieces of coverage. As important, 100% of the pieces featured key messaging highlighting Bumble’s call to action, with over 70% including click-throughs to the campaign pages on Bumble.com.
In March 2022, the UK government announced that it would make cyber flashing a criminal offense under the proposed Online Safety Bill.
Most Effective Use of Earned Media and Best Event, Stunt or Promotional Activation
Agency: The Romans
Client: Duolingo
Campaign: Translated Into Tartan
With the help of Duolingo, The Romans taught Scotland fans how to sing the Ukrainian national anthem ahead of their World Cup qualifier at Hampden Park. In the run-up to the game, it deployed dozens of former Scottish internationals and celebs to urge the fans to participate.
The Romans then worked with Duolingo’s academics to produce a phonetic translation of the Ukrainian anthem and published it as full-page adverts in every Scottish national newspaper, as well as handing out anthem sheets at the stadium.
For the first time in the history of football, fans sang the opposition’s anthem. Every national paper covered the event, it was spoken about at length during the match and dominated Scottish radio phone-ins and TV interviews in the run-up to the game.