Yasper wins gold at PRmoment Awards

We're very proud to have had our work for the Row4MND challenge recognised at the PRmoment Awards. In a campaign that helped tread a political tightrope with some nifty newsjacking along the way, we secured the campaign >1,000 individual pieces of coverage, setting the crew up for fundraising success. Here's what they had to say about out entry...

Yasper engineered one of the news moments of the summer, while promoting a charity challenge aiming to raise a whopping £57m in the fight against Motor Neurone Disease (MND).

Supporting a rowing crew circumnavigating the British coastline, Yasper had already engineered >300 pieces of online, broadcast and print coverage, when the unimaginable happened: a sitting MP misidentified the crew as ‘illegal migrants’.

Cue social media storms and online indignation, Yasper seized upon this once-in-a-lifetime opportunity to grasp the news agenda. The resulting coverage spanned a two-day news cycle, putting the eyes of the world on Row4MND and raising thousands.

The judges said: “This campaign demonstrated exceptional agility and creativity, masterfully leveraging newsjacking to turn a challenging charitable endeavour into a compelling, high-impact public narrative."

We were happy to share a successful night with our sister agency Umpf, who also brought home the goods with a bucketful of awards.