The campaign, a collaboration between Immediate's in-house PR team, Insight unit and the BBC Gardeners' World Magazine editorial team, launched in 2013 and has secured a lead item on BBC Breakfast. The campaign was devised by PR Manager Toby Hicks with the intention of supporting the magazine by creating a transformative effect on perceptions of gardening in the media. A two stage qualitative and quantitative survey devised by the Insight team and carried out by ICM, found that out of a list of 24 hobbies gardening made its participants the most happy, and could also help to combat stress and depression.
The editorial team have driven content around the findings over several issues and the Insight team have created a detailed report on the findings, supporting the media coverage. The campaign was devised and carried out for a budget of less than £5,000.
Dominic Murray, Publishing Director, BBC Gardeners' World Magazine, says: "It's hugely gratifying for this campaign to be shortlisted in the UK PR 'Oscars'. It's a great example of a strong creative idea - bang on brand - developed seamlessly by the in-house PR, Insight and editorial teams, and deployed to maximum effect. The campaign objective was to place gardening - and BBC Gardeners' World Magazine - at the heart of the national conversation - it absolutely established the emotional connection between the nation's favourite hobby and it's state of well-being."
The Awards will be held at the Grosvenor House Hotel on Tuesday, 14th October.
