Case study: Child of Wales Awards Campaign

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Here at Seren Global Media, we are very fortunate to work with many fantastic organisations and we take pride in every aspect of the communications that we undertake for them. For some clients, that means planning and implementing an entire multi-faceted campaign that stretches across our whole service offering.

We were able to do this for the Child of Wales Awards. The 12-month campaign entailed the initial launch and ongoing communications strategy for the charitable organisation. The Child of Wales Awards is dedicated to recognising and celebrating the inspirational achievements and courage of young people across Wales.

We managed every facet of communications, content and design around this project. We designed, populated and launched the website, set up and managed the social media channels on an ongoing basis, producing regular blogs and content for the site and handling press relations for the event. We also handled communications with all of the event’s stakeholders from sponsors to celebrities.

Our initial objective was to raise awareness of the initiative to the extent that sponsors and celebrities would want to be associated with it. This was an incredible success with sponsors committing to the project and many celebrities from Carol Vorderman to Catherine Zeta-Jones offering the initiative their support.

We then needed to gain awareness among the general public and encourage individuals to nominate young people worthy of recognition. This too was an amazing success with more than 200 nominations received, from which the deserving winners were selected.

This campaign demonstrated our ability to plan and implement a multifaceted and multimedia awareness campaign. It presented many challenges due to physical events being postponed in response to the COVID-19 pandemic.

Unfortunately, the event had to be postponed twice and we managed all the communications around the cancellations and successfully coordinated a celebration of the winners’ achievements in a virtual sense. The winners’ announcement video is shown below. We also provided a write up of each individual winner and the wonderful achievements they have made. This can be found here.

Another aspect of the campaign that we were involved in was the re-branding of the organisation into the Child of Wales Awards from National Children of Wales Awards. We were tasked with the concept development and creation of the brand’s new logo and subsequent promotional content around this. The launch of the Child of Wales Awards coincided with the Welsh landmark celebration of St David’s Day, chosen for its significance in Welsh culture and the ideal starting point for the Welsh specific awards.

The development of the branding elements also informed the basis of the programs and invitations that were designed by our team. The gold and red brand colours are seen throughout the literature created for the awards, as seen here.

Child of Wales SP002

We were also responsible for creating daily social media content that included video and graphical elements, in particular the Hello Monday Assemblies that were presented by Child of Wales special advisor, Pepe Hart. Mrs Hart was involved in creating weekly video blogs designed to help parents and children grappling with home schooling during the Coronavirus lockdown.

The weekly videos were designed to motivate, inspire and educate parents and children looking to make good use of their time in lockdown and were edited and designed by the Seren Global Media team and included topics such as ‘staying true to yourself’, as shown in the video below.

In addition to the weekly educational videos, Mrs Hart was involved in the promotion of the Lockdown Champion Competition, giving recognition to teachers who went the extra mile during the home learning period. Social media content was created for the competition and a dedicated video was created to spread the word using the hashtag #ShineALight as part of the strategy. 

It was a great pleasure to be involved in a multifaceted campaign for such a great cause. The winners were so well deserved but all nominees were equally as impressive. The event finally went ahead on 4th March and was hosted by Welsh TV star Gethin Jones and was a huge success.

Following our work on the Child of Wales Awards, we have also worked on its sister awards Child of Britain Awards, again providing our knowledge and expertise within media relations, social media strategy and planning, content creation, advertisement and visual design and management.