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PR Category

  • D&AD Awards 2020

Strategies and ideas that use PR methods as creative tools. Judges will be looking for innovative and creative ‘PR first’ ideas – those which prioritise the effective use of PR strategy to communicate the brand message.



You can enter your work in the following subcategories.

  • 1701 - Integrated Campaign

    Integrated PR campaigns that are executed across a variety of media e.g. TV, print, online, mobile, ambient stunts.
  • 1702 - Creative B2B Campaign

    Campaigns that focus on the promotion of services and products from one business to another.
  • 1703 - Creative B2C Campaign

    Campaigns that focus on the promotion of services and products among consumers.
  • 1704 - In-Market Campaign

    Campaigns targeting one specific linguistic or geographical market.
  • 1705 - Multi-Market Campaign

    Campaigns targeting several linguistic or geographical markets.
  • 1706 - Use of Digital & Social Media

    Campaigns that use social and digital media platforms to communicate the brand message.
  • 1707 - Use of Micro-Talent/Influencers

    PR activity that uses micro-talent or micro-influencers - those with niche audiences or a lower count of followers - to increase engagement and target specific markets.
  • 1708 - Use of Talent & Influencers

    PR activity that uses popular social media influencers or celebrities, usually with a following of 100,000+, to increase engagement and target specific markets.
  • 1709 - Use of Events & Stunts

    The use of an event or stunt to create buzz and build a brand. Includes flash mobs, guerilla marketing, etc.
  • 1710 - Use of Media Relations

    The use of relationships with journalists and media outlets to circulate a message, as opposed to communicating directly with the public.
  • 1711 - Reactive Response

    Campaigns that use the popularity of a specific news story, viral video or event to generate maximum positive coverage for the brand. May also include campaigns generated in response to brand issues or crisis PR.
  • 1712 - Product Launch

    PR campaigns designed to successfully launch or relaunch a product.
  • 1713 - Public Affairs Campaign

    Campaigns that change or inform public policy, agenda and legislation.
  • 1714 - Established Campaigns

    Long-life PR campaigns, where the same concept has run over three years or more, that consistently drive awareness or revenue for a brand. The eligibility period for work entered into this subcategory is 1 January 2017 to 19 March 2020.
  • 1715 - Low Budget Campaigns

    PR campaigns executed with a budget no higher than £25,000 or the relevant market equivalent.

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