We are pleased to share the MHP & Mischief both picked up awards at the PRWeek UK Awards 2023.
The PRWeek Awards showcase the very best in public relations and communications, from dazzling campaigns to innovative strategies.
City & Corporate Communications
For MHP’s work with IWG, the workspace solutions provider, we won in the City & Corporate Communications category for ‘The win/win case for hybrid working”.
Despite a strong backlash against remote working, we were able to develop a strong case that hybrid working is the happier, healthier and greener way to work, therefore elevating IWG as the leading commentator on the practice. IWG’s objective was to build a powerful case setting out the wider personal and business benefits of shifting permanently to a hybrid model. MHP supported by driving earned media coverage around its ambition to open 1,000 new hybrid workspaces, achieving carbon neutrality, reducing carbon emissions from its buildings and supply chain, and its investments in a range of carbon removal projects.
Of the campaign, judges said “An impressive campaign, jam-packed with thought leadership, campaigns, newsjacking and clever leverage of news moments… Exceptional global reach, and superior performance against competitors.”
Marketing Communications: Automotive and Transport
For Mischief’s work with Avanti West Coast, the train operating company, we picked up the award for Marketing Communications: Automotive and Transport.
Mischief were tasked with increasing applicants, particularly female applicants, to Avanti’s driver recruitment scheme. Research found that visibility was a major barrier to attracting women to apply for the roles, as it was seen as a ‘male’ profession. Mischief’s research then came upon the story of Karen Harrison, who became one of the UK’s first female drivers in 1979. It was decided her story should be central to the campaign.
The second major barrier was the application process, where women tending to take longer than men to apply – an issue when applications tended to close when a maximum had been received. Mischief therefore decided to begin its campaign a month ahead of applications opening.
Mischief created an eight by five metre mural featuring Karen, which was put up in busy London Euston station. The mural itself and Karen’s story prompted more than 300 pieces of coverage and the campaign attracted 1,500 female applicants, versus a target of 800.
Of the campaign, the judges said “There was clear passion in this entry; the client was genuinely motivated by gender equality. Using the insight about women’s consideration periods for a role was particularly smart.”
Read more here.
Mischief was also shortlisted in two campaigns, Best Use of Small Budget & Best Use of Creativity, for their work with Women’s Aid, on the ‘He’s Coming Home’ Campaign.
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