Gold standard
It’s a big Thumbs Up for Royal Mail after we landed top prize at two prestigious award ceremonies.
Our summer campaign, recognising the work our people are doing in their communities through the Covid-19 pandemic, claimed the Best In-House Consumer Campaign gong at the PRCA National Awards – the UK’s most prestigious PR awards.
That followed RMtv being awarded Gold for Best Use of Film and Video at Communicate Magazine’s Internal Communications and Engagement Awards the night before.
Our Thumbs Up campaign launched in April, with #thumbsupforyourpostie soon becoming a national trend, as customers joined the rush to praise our key workers during lockdown one
It led to high-profile politicians such as Health Secretary Matt Hancock and Scottish First Minister Nicola Sturgeon sharing their support, as well as special correspondence from His Royal Highness Prince Charles, as the outpouring of gratitude struck a chord with colleagues.
The initiative was a simple way for the public to say thanks and stay connected with our postmen and women, while staying within the Government’s social-distancing guidelines.
Jenny Hall, director of corporate affairs, said: ‘We ran the #thumbsupforyourpostie campaign as a big thank you to all Royal Mail colleagues who had worked so hard during the pandemic, as well as to remind members of the public to keep their distance while we are out delivering.
‘But even we were surprised by how much it caught the public’s imagination. It was great to see all the tweets and Facebook posts with people showing their appreciation - and getting a Royal thumbs up was the icing on the cake!’
The campaign saw more than 400 pieces of media coverage, with a reach of 59 million, including BBC Breakfast, Sky News, The Sunday Telegraph, The Mail on Sunday, The Times, a cartoon in the Scotsman and many others.
Royal Mail positive consumer sentiment increased substantially from +75 to +81 during the crisis. Our campaign videos had 2.9 million views through our social channels.
As well as Gold for Best Use of Film and Video, we also scooped Highly Commended in the Best Ongoing Commitment to Internal Communications for RMtv at the same Communicate Magazine ceremony.
Courier achieved Bronze for Best Print publication, hot on the heels of achieving best in class – for both the publication and its writing – at the earlier Institute of Internal Communications Awards in September.
Senior channels manager, Paul Smith, said: ‘These accolades demonstrate how we have been able to support the business through such a challenging year.
‘For both RMtv and Courier, our leading frontline channels, the content we get from colleagues across the UK help us produce quality programmes and publications.
‘It’s great to get industry recognition as it demonstrates to us that we are bringing the best communication to our people at a time when it’s needed more than ever.’
Catch up on all our RMtv programmes since the start of Covid-19 here.
And look out for a new and improved edition of Courier landing at your home in early December.
