2024 Categories

Awards of Excellence Categories

The National Awards are divided into three sub-categories:

  • Communications Programs, which comprise numerous smaller projects,
  • Communications Projects, which support an overall campaign or program, and
  • Special awards which recognize organizational excellence.

Each sub-category contains several individual award categories, of which a campaign may be entered into a maximum of four.

While submitting a program or project* for consideration, you’ll also have the opportunity to compete for:

Best in Show
Best Creativity and Innovation
Best Sustainable Development Initiative


Please note, entering will not count towards the four category maximum; however, each submission will incur an additional fee of $100 CAD.
 

Communications Programs

This category celebrates excellence in media relations on a limited budget. For consideration, media relations programs should exhibit improvement of an organization’s media profile measured against desired objectives, the adept management of issues involving media coverage, or the development of a successful media relations campaign. Eligible campaigns must have a total spend of under $10,000 CAD.

2024 Winners
Bronze: Allen Institute: “What Makes Us Human” Campaign
 
This category celebrates excellence in media relations on a moderate budget. For consideration, media relations programs should exhibit an improvement of an organization’s media profile measured against desired objectives, the adept management of issues involving media coverage, or the development of a successful media relations campaign. Eligible campaigns must have a total spend of between $10,000 and $50,000 CAD.

2024 Winners
Gold: Capital Image / ITHQ: “Réouverture de l’Hôtel de l’ITHQ” Campaign
Gold: Argyle & Crumbl: "Crumbl Comes to Canada" Campaign
Bronze: Sleep Country Canada and Kaiser & Partners: “Quarterly Earnings Media Relations Campaign 2023” Campaign
This category celebrates excellence in media relations on a large budget. For consideration, media relations programs should exhibit an improvement of an organization’s media profile measured against desired objectives, the adept management of issues involving media coverage, or the development of a successful media relations campaign. Eligible campaigns must have a total spend of more than $50,000 CAD.

2024 Winners
Bronze: Edelman & IKEA: “Scarborough, Meet[ball] IKEA” Campaign
 
This category celebrates programs focused on internal audiences. Winners will have improved the relationships between employees and management by providing a better understanding of the organization's strategic plan and the importance of their role therein, or both! Submitted programs may also be aimed at rallying personnel around the strategic planning or improving employee/management morale, motivation and interest towards the organization.

2024 Winners
Gold: Bank of Montreal: "BMO, Communications & Social Impact. From LD1 to CD1: Bank of the West Becomes BMO" Campaign
Silver: OMERS & Oxford Properties: "The Omers & Oxford Privacy Pursuit: WHODUNIT?” Campaign
Bronze: Proof Strategies & Novo Nordisk Canada: "Novo Nordisk 100th Anniversary - Driving Change for Generations" Campaign
Campaigns submitted to this category should demonstrate the use of cross-channel integration, e.g. digital, traditional and/or social media, to achieve an organization’s communications objectives. Submissions should include a rationale for the channels used, targeted audiences and statistics or other means of quantifiable measurement that meet the stated objectives.

2024 Winners
Gold: Whitby Communications and Creative Services Team: “Whitby Community Strategic Plan”
Silver: Northern Ontario School of Medicine University: “The Future Will See You Now” Campaign 
Silver: Weber Shandwick & Air Canada: “More to Travel” Campaign
Bronze: Allen Institute: “What Makes Us Human: Unveiling the First Draft of the Whole Human Brain Cell Atlas” Program
Bronze: Proof Communications & the Electrical Safety Authority: “Don’t Risk It, Hire an LEC” Campaign
This category celebrates community programs (e.g. philanthropy, volunteerism, partnerships) that have enabled an organization to build and maintain positive and sustainable relationships with key individuals, groups or organizations within its communities.

2024 Winners
Gold: Craft Public Relations & GE Appliances: “Changing the Future of Soccer” Campaign
Silver: Weber Shandwick & McDonald’s Canada: “McHappy Day” Campaign
Bronze: Weber Shandwick & Ronald McDonald House Canada: “It’s National Cookie Day” Campaign 
Bronze: Weber Shandwick & McDonald’s Canada: “Season of Giving” Campaign
To qualify in this category, submissions must feature programs targeted at government agencies or similar bodies, or programs demonstrating the effective use of public affairs to change the opinion and/or enlist the help of the public to influence government policy or regulations.

2024 Winners
Gold: Paradigm & Insurance Bureau of Canada: "When thieves steal, we all pay" Campaign
Silver: Weber Shandwick & Rainbow Railroad: “#SafeWay Out” Campaign
This category seeks to recognize advocacy-based communication programs that focus on sustainable development and increasing awareness of economic, social and environmental issues. Qualifying entries may include programs where the primary objective was to address and enhance the long-term well-being of specific communities or the environment.

2024 Winners
Gold: Argyle & Manitoba Association of Chiefs of Police: "Gang Life in No Life" Campaign
Silver: Weber Shandwick & Love and Nudes: "The Stage Zero Collection” Campaign
Silver: Weber Shandwick & HomeEquity Bank: "PSW Day: Access, Affordability & Action” Campaign
Bronze: UBC Faculty of Medicine Office of Creative & Communications
Special Mention: Rethink & YWCA: "Concussion Story" Campaign 
Special Mention: Rethink & Scotiabank: "Pride Tape for All" Campaign
Communication programs submitted to this category should demonstrate proactive planning and effective strategies to predict and manage trends, issues and attitudes of special interest groups and/or mitigate the harmful impact of emergency situations on an organization’s ongoing operation.

2024 Winners
Silver: Jiana Lang & the Vancouver School Board
 
In complex health care environments, effective communications initiatives can impact patient safety, quality of care and patient satisfaction. This award recognizes excellence in health communications, public relations and engagement. To be deemed eligible, the campaign must demonstrate a connection to a health care issue or communications need.

2024 Winners
Silver: Weber Shandwick Canada and Love & Nudes: "Stage Zero Collection" Campaign
Bronze: Northern Health: “GoHealth BC Travel Nurse Program: Find Your Fit” Campaign
This award celebrates outstanding achievement in Canadian digital communications. Winners will have created cutting edge digital communications programs that successfully connect with their target audiences to engage communities, launch or raise awareness of products, or manage issues or crises.

2024 Winners
Gold: Proof Strategies: "Fancy Feast Savoury Cravings 'Power of the Purr” Campaign
Gold: Knorr & Edelman: "Yummy K's" Campaign
Silver: Zeno Group & Barilla Canada: "Growing Differentiation through Barilla Moda” Campaign
Bronze: Julia Le & Jeff Smalley from the Town of Oakville
This award recognizes the close connection between the various fields beneath the marketing umbrella. Winners of this award will have integrated public relations, marketing and advertising strategies to help market brands, products, services or places to external audiences.

2024 Winners
Gold: Craft Public Relations & Tim Hortons: "Tim Hortons: The Canadian Launch of Dream Cookies" Campaign
Silver: Edelman & IKEA Canada: "Scarborough, Meet[ball] IKEA!” Campaign
Bronze: Proof Strategies & Electrical Safety Authority: "Don't Risk It – Hire an LEC" Campaign
This category recognizes communications programs relating to the unique challenges of the non-profit / NGO sector and / or a specific goal therein.

2024 Winners
Gold: Proof Communications & the Electrical Safety Authority: “Don’t Risk It, Hire an LEC” Campaign
Silver: Argyle & National Association of Friendship Centres: “Pediatric Vaccine and Booster” Campaign
Silver: St. Mary’s General Hospital Foundation: “St. Mary’s Wish Book” Campaign
Bronze: Allen Institute: “What Makes Us Human: Unveiling the First Draft of the Whole Human Brain Cell Atlas” Program
This category recognizes outstanding communications campaigns that rely on influencers to impact the public’s awareness, attitudes, opinions and/or behaviour. Submissions should both outline the methods used to attract influencers and get them to share their experiences with your brand with followers, and explain in detail how this tactic directly advanced the campaign’s objectives.

2024 Winners
Silver: Weber Shandwick & McDonald’s Canada: “Employer Reputation” Campaign
Bronze: Edelman & Knorr’s: “Yummy K’s” Campaign 
Winners in this category will have created communications programs that include brand development, re-positioning, or re-branding of an established brand (either a product, service, or corporation) through the use of strategic public relations.

2024 Winners
Bronze: Craft Public Relations & MadeGood: “Share Some Good” Campaign

 
This category recognizes outstanding campaigns specifically designed to support and promote the launch of a new product or service. Submissions should include an overview of how this campaign generated awareness and product/service recognition through the use of strategic public relations planning and execution.

2024 Winners
Gold: Craft Public Relations & Nintendo of Canada: “The Canadian Launch of The Legend of Zelda: Tears of the Kingdom" Campaign
Silver: Weber Shandwick & McDonald's Canada: “Chicken Big Mac” Campaign
 
Campaigns submitted in this category must demonstrate the effective use of strategic communications to affect a measurable improvement in trust between an organization and the public. Campaigns should be measured with a legitimate reputation management survey and include baseline and post-campaign results.

2024 Winners
Silver: Kelart Communications & La Grande Roue de Montreal: "Rebâtir la Confiance après un Drame: Stratégie et Gestion de Crise" Campaign
Bronze: Bank of Montreal Communications and Social Impact Group: “From LD1 to CD1: Bank of the West Becomes BMO” Campaign

This category celebrates communications programs focused on external audiences. Winners will have created an outstanding program for their external target audience to engage communities, launch or raise awareness of products or services, or manage issues or crises.

2024 Winners
Gold: Hamilton Community Foundation: "Chaney-Ensign Bursary Fund"
Silver: Weber Shandwick & OLG: "LOTTO 6/49: Gold Ball” Campaign
Bronze: Jiana Ling & Vancouver School Board
This category recognizes a campaign or program aimed at building a culture of inclusion for an organization, with internal and/or external stakeholders. Campaigns or programs can include specific topic-based initiatives, special events or wider strategies to advance Diversity, Equity, and Inclusion goals.

2024 Winners
Silver: Publicis Groupe Canada & CEE Centre For Young Black Professionals: “Who I Really Am" Campaign
Bronze: Rethink & Nestle Canada: “Iftar Bar” Campaign
2024 Winners
Gold: GE Appliances Canada & Craft Public Relations: "Changing the Future of Soccer" Campaign
Silver: NOSM University: "The Future Will See You Now"
 
2024 Winners
Gold: CEE Centre For Young Black Professionals & Publicis Groupe Canada: "Who I Really Am" Campaign
 
2024 Winners
Gold: Cooke Inc: "Cultivating Career Connections" Campaign

Communications Projects

This category celebrates excellence in the art of publication. Both internal and external pieces may be submitted for consideration, so long as they are relatively low cost and primarily text. Regardless of its intended audience, judges will look for clear, concise and imaginative writing, paired with effective use of graphics and that the piece demonstrates high editorial standards and overall creativity.

2024 Winners
Gold: UBC Faculty of Medicine, Office of Creative & Communications
Silver: McAfee & Weber Shandwick: Artificial Imposter
Bronze: Cooke Inc: Cooke Newsletter - Fall 2023
This category recognizes effective and creative planning and execution of events supporting a public relations campaign.

2024 Winners
Gold: Craft Public Relations & Reitmans: “Fall for Reitmans” Project
Gold: PRAXIS Public Relations Inc. & Alberta Distillers Limited: “Rye Whisky Academy Ranch” Project
Gold: Weber Shandwick Canada & The Coca-Cola Company: “The Replay Arcade” Project
Silver: Katelyn Pretzlaff of Alberta Blue Cross: 2023 Block Party
This category celebrates communications projects using a range of multimedia tactics to achieve an organization’s communication objectives, including but not limited to video and audio recordings, video news releases, podcasting, digital media, or computer-generated slide presentations developed for internal or external target audiences.

2024 Winners
Bronze: Jiana Ling & the Vancouver School Board
 

Organizational Excellence 

Entries must relate to initiatives that have been carried out by an in-house team in the two years prior to the regular Award submission deadline for the current year.
Your submission should consist of no more than 1,000 words and provide an overview of the following criteria:
  • The number of employees in your public relations and communications management team as well as annual budget;
  • A short overview of business / team strategy;
  • A description of your team’s commitment to ethical communications and professionalism;
  • A highlight of your recent achievements;
  • A summary of a campaign you’re particularly proud that followed the R-A-C-E formula to achieve measurable results.
2024 Winners
Gold: Alberta Blue Cross Corporate Communications
Silver: Hamilton Community Foundation: Community Relations Department
Bronze: Atlantic Lottery Public Relations and Communications Team

 
Entries must relate to initiatives that have been carried out by a communications agency in the two years prior to the regular Award submission deadline for the current year.
Your submission should consist of no more than 1,000 words and provide an overview of the following criteria:
  • The number of employees in your public relations and communications management team (maximum five employees) as well as annual budget;
  • A short overview of business / team strategy;
  • A description of your team’s commitment to ethical communications and professionalism;
  • A highlight of your recent achievements;
  • A summary of a campaign you’re particularly proud that followed the R-A-C-E formula to achieve measurable results.
2024 Winners
Gold: Coldwater Communications
 
Entries must relate to initiatives that have been carried out by a communications agency in the two years prior to the regular Award submission deadline for the current year.
Your submission should consist of no more than 1,000 words and provide an overview of the following criteria:
  • The number of employees in your public relations and communications management team (between six and 50 employees) as well as annual budget;
  • A short overview of business / team strategy;
  • A description of your team’s commitment to ethical communications and professionalism;
  • A highlight of your recent achievements;
  • A summary of a campaign you’re particularly proud that followed the R-A-C-E formula to achieve measurable results.
2024 Winners
Gold: Craft Public Relations
Silver: Rethink
Bronze: Brandish Agency
Entries must relate to initiatives that have been carried out by a communications agency in the two years prior to the regular Award submission deadline for the current year.
Your submission should consist of no more than 1,000 words and provide an overview of the following criteria:
  • The number of employees in your public relations and communications management team (more than 50 employees) as well as annual budget;
  • A short overview of business / team strategy;
  • A description of your team’s commitment to ethical communications and professionalism;
  • A highlight of your recent achievements;
  • A summary of a campaign you’re particularly proud that followed the R-A-C-E formula to achieve measurable results.
2024 Winners
Silver:  Le Cabinet de relations publiques NATIONAL
Bronze: Proof Strategies