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< Back to listFishburn Hedges wins CIPR Media Relations Award for work with Legal & General
The Media Relations Award was introduced as the most hotly contested category
Introduced as the most hotly contested category at the CIPR Awards on Wednesday night, we picked up the Media Relations Award for our work on Legal & General’s Digital Criminal campaign.
The CIPR described the team's campaign as ‘a very strong PR driven concept that hit a chord with mainstream and social media. Fishburn Hedges identified the trend for Facebook and Twitter users to post their holiday details and subsequently created the Digital Criminal report, which positioned Legal & General as the expert on home insurance in the digital age. Within 24 hours of the report launch, the Digital Criminal was one of the highest trending subjects on Twitter. This was a fantastic idea which has been imitated by competitors’.
Guy Corbet, Stuart Lambert, Dominic Weeks, Katie Shaw and Ellie Mathars made up the team and here's what they had to say:
Guy: "The most striking thing about the campaign was that the report really did hit home. I gave my Twitter name to Mike Fraser (a reformed burglar we used as a spokesperson) and within two minutes he told me how he'd burgle me."
Stuart: "The buzz on the day of the launch was really something – and journalists covering the story told me afterwards they went and checked their own online security."
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