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The PR campaign to launch the SuperValu-sponsored Action Cancer Big Bus has been recognised by a panel of UK industry experts with a CIPR (Chartered Institute of Public Relations) PRide Award.
L-R, Gillian McKee from award sponsors Business in the Community, Joe Braden-Astbury of jmb03, Big Bus Manager Ciara Boyle and Neal Kelly, Trading Controller, Musgrave Retail Partners, representing SuperValu.
The PR campaign was funded by SuperValu as part of its long-term partnership with Action Cancer, with PR work carried out by Joe Braden-Astbury of jmb03 communications.
As a result of this work almost £100,000 worth of PR coverage mentioning SuperValu and its retail partners was achieved for the launch in 2006.
Since its launch a year ago 4,500 people have used services onboard the Big Bus screening and health promotion unit, including 2,870 women who have been screened for breast cancer.
The Big Bus is costing £1.5 million to operate over the first three years, with £612,000 of that figure being committed by main sponsor SuperValu, along with marketing support.
Jennifer Maguire, Chair of CIPR Northern Ireland, said:
"The PRide Awards showcase the excellent PR work being done in Northern Ireland and the contribution this makes to business and society.
"Having faced a rigorous judging process, to come out on top is a tremendous achievement and I congratulate all of the 2007 winners."
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