Today on the show we’re looking back at three of the winning campaigns from The PRmoment Awards to dive a bit deeper into what they were all about, and why they won.

The campaigns — V&A, Greggs and Calm — are being discussed with Hope & Glory PR’s director Aarti Bulsara and deputy MD Don Ferguson, who will be looking at the objective, strategy, creative, activation and results of the work.

Before we start, two pieces of good news at PRmoment this week. The first is that the programme for PR Masterclass: AI in PR is now complete, and you can attend either in person or virtually on 2nd July. The themes include:

• How to integrate AI into your PR workflow

• The impact of AI on journalism

• Is LLM optimisation PR's biggest opportunity of our lifetimes?

• How will AI impact the agency business model?

More details on the event and its speakers can be found here. The other vital bit of information is that The Creative Moment Awards are now open for entries, until the final deadline of Friday 20th June. You can see all the categories for 2025 here.

Winning campaign one: Hope&Glory, CALM & adam&eveDDB - Missed Birthdays

CALM's Missed Birthdays was a spectacular installation designed to raise awareness of suicide. Each of the 6,292 balloons marked the birthday a young person missed because they died by suicide. It drove 220 pieces of coverage, delivering over 350 million Opportunities to See through editorial coverage. 23,000 people shared the installation on their social channels. Most of all, the installation prompted 29,500 visits to the CALM C.A.R.E. Kit microsite delivering vital prevention information and advice.

The PRmoment Award judges said: 

“Crisp and clear articulation of what you did, why you did it and what your campaign generated, both in terms of coverage but also in behaviour shift.”

Winning campaign two: Nigella meets Greggs

Greggs is known for its playful tone of voice and position within British culture. Its biggest challenge at Christmas is to launch its festive menu in a disruptive way (when media is saturated with high-budget launches). Step forward, culinary queen Nigella. The resulting campaign generated over 1,520 pieces of coverage from start-to-finish. The ad was hailed a triumph and Greggs reported that Q4 like-for-like sales rose 2.5%. 

The PRmoment Award judges said: 

“A strong, unexpected idea and execution with great post-campaign data, showing the true impact of PR when done well.”

Winning campaign three: The V&A, If You're Into It, It's In the V&A

The V&A has over 2.27m objects in its collection. There’s something for everybody, so “if you’re into it, it’s in the V&A”. Hope&Glory offered nine people the opportunity to advise the V&A about its collections, enhancing its understanding of modern culture. The campaign reached 87% of the core audience and, of those exposed to the campaign, 76% said the activity made them think more positively about the V&A brand. Amongst non-V&A visitors, 40% said the activity made them think it was more relevant to them.

The PRmoment Award judges said:

"Huge results for a modest budget. Tapped into culture. This is gold standard”