Social Worker of the Year Awards 2021

How PLMR Genesis helped The Social Work Awards with its online event


Social Worker of the Year Awards 2021

The Situation

The Social Work Awards Ltd is a charity which aims to give recognition to the challenging work of qualified social workers, promote best practice, celebrate success, and improve public understanding of the profession. Each year it runs the national Social Worker of the Year Awards.

Moved online by Covid uncertainty, the charity was keen to maintain the reach and status of the Social Worker of the Year Awards, meet income targets and boost the amount of positive coverage the charity, the event and its winners received.

What we did

PLMR Genesis developed and delivered a high-profile and engaging awards event livestreamed seamlessly to offices and homes around the country. Using insight from social workers we shaped the event to ensure it felt meaningful and developed extensive video content from around the UK to provide inspiration and share best practice.

We orchestrated an extensive Social Media campaign to drive engagement around the event hashtag and crafted detailed case studies to sell-in to media once the winners were revealed. We also met sponsorship targets; secured the support of national social work bodies such as Social Work England, the British Association of Social Work and leading local authorities; orchestrated a complex programme of online judging panels and secured a celebrity host.

The Result

The event reached 3.4m people on social media – the event hashtag #SWA21 was trending at number 3 in the UK on Twitter – representing an 80% increase on the previous years’ reach. Organic Twitter engagements were up 87% to almost 18,000. We also engaged local authorities by sending celebration boxes for them to host their own celebratory watch parties – from which photos were shared on social media and at the event. Media coverage of the event and winners in the fortnight after the event reached 12.1 million people via regional and national media (up 442%).

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PLMR’s crisis communications experience is second to none, and includes pre-emptive and reactive work across traditional and social media channels. We work with a range of organisations to offer critical communication support when they are faced with difficult and challenging scenarios.