The brief will be set by our charity partner that will act as the ‘client’. The competition will show how PR is effectively used to engage audiences with an organisation or a specific topic that the ‘client’ is dealing with. The competition will allow some elements of creative to be produced by the contestants so that their strategy takes shape in front of the jury.

The PR campaign should:

connect with the charity’s brand value and have an impact (i.e increase in donations or other applicable parameters)
increase awareness/create engagement with the public
identify and build relations with relevant stakeholders (for e.g. journalists, opinion leaders, see brief)
create PR supporting material applicable in relevant media channels.

You must submit the following as part of your entry:

Presentation (PPX/PDF - max: 10 slides / 25MB) outlining strategy idea
450 word explanation detailing the creative idea, the strategy and the execution

Your entry will be judged on the following criteria:

Creativity (40% of vote) - Is there a main creative idea with a wow factor uniting the campaign tactics? Is it fresh, bold, authentic and exciting? Is it original and inspiring, or have you seen this idea before?
Strategy & Insight (20% of vote) - Is the idea built on an insight into the target audience? Has the team shown how their strategy underpins the campaign? Did they demonstrate an understanding of the brief, audience, and other stakeholders?
Tactics & Execution (20% of vote) - Is the proposed execution both realistic and relevant to the brand and audience? Has the team thought through how their idea plays out in the market? Is there an innovative use of modern PR tactics?
Relevance to brief (10% of vote) - Is the idea right for this brief, the brand and its target audience?

Shortlisted entrants will be asked to present their idea to the jury.