The National Standards Authority of Ireland’s campaign ‘Check Your Insulation Products and Installers are NSAI Certified’ has been named Best Public Sector PR Campaign for 2016, at the recent Excellence in Public Relations Awards. A record number of organisations entered the competition this year, with 217 taking part in the awards, which have been dubbed ‘The Oscars of PR.’
Announcing the winner of the Best Public Sector Campaign, MC and Dragon’s Den star Gavin Duffy said:
- “The judges said this year’s category winner demonstrated how ambitious targets can be reached, within a modest budget, and a short time frame, when a professional focus is applied.
- “With considerable detail and depth, the PRCA judges said every media avenue was explored to drive strong interest in the subject matter. The hard working approach was thorough and the achievements considerable,” he added.
MC Gavin Duffy said competition was tough as a record number of firms entered this year’s Excellence in Public Relations Awards
Campaign Strategy and Results
Working with the NSAI, Carr Communications’ PR Account Manager Sinéad O’Donnell devised a communications strategy in September 2015, to try and make consumers aware of the importance of high standards in retrofit insulation work and warn them of the potential dangers of not using certified insulation products and installers. The NSAI also hoped the campaign would highlight to traders the benefit of being a registered NSAI insulation installer and encourage others to register.
Since the campaign was launched, five new insulation installers have applied to NSAI and were audited, certified and added to the NSAI’s list of 269 registered installers. Traffic to the List of Registered Installers page on the NSAI website grew by over 147%, while the campaign also achieved widespread media coverage reaching an estimated broadcast audience of over 4 million, as well as an estimated 776,456 readers.
Carr Communications’ PR Account Manager Sinéad O’Donnell said the campaign would not have been possible had it not been for the support received from NSAI registered installers.
- “We engaged with the NSAI’s registered installers, asking them to send us pictures of substandard insulation work they may have been asked to fix by customers. These images really helped drive the message home to consumers of the damage that can be caused to your home, if insulation is not properly installed or the right materials are not used,” said Ms. O’Donnell.
- “NSAI registered installer, Terry Tracy of Warm Nation Insulation put us in touch with homeowner Celine Rickard from Dublin, who unfortunately fell victim to substandard insulation work two years ago. Celine kindly agreed to share her story as part of the campaign, in an effort to prevent other homeowners from ending up in a similar predicament,” she added.
Listen to Celine and Robin speaking on Newstalk’s Pat Kenny Show
NSAI 6 Step Guide for Consumers
A ‘six step’ guide on getting your home insulated for consumers was drafted and a press release was prepared and issued to media.
Former journalist, Sinead O’Donnell of Carr Communications recorded a quality audio interview with NSAI’s Robin Byrne and also produced a simple, short online video, outlining tips for consumers.
Watch Robin Byrne’s insulation tips
NSAI Director of Corporate Services, Pat Bracken said this is the first time the National Standards Authority of Ireland had entered the Excellence in Public Relations Awards.
- “We were absolutely thrilled to be shortlisted for an award, but to win on our debut submission, is testament to the skill, expertise and hard work of the entire PR and Marketing team,” said Mr. Bracken.
PR Awards for Excellence 2016
A total of 21 awards were presented to a range of public relations consultancy firms, companies, state bodies and NGOs at the ceremony on Friday, June 17th, in the Shelbourne Hotel in Dublin.
For a full list of the winners of this year’s Excellence in Public Relations Awards