Critically, these awards are open exclusively to campaigns that have already won or been shortlisted at other leading global awards over the past year. They are designed to celebrate the very best in international public relations, representing work that exemplifies the highest standards of creativity and innovation, says the agency.

According to the agency, Razor PR secured wins in the following categories:

  • Media Relations Award — Bullet Proof Park (with Gun Free South Africa and M+C Saatchi Abel)
  • Purpose Award — Bullet Proof Park (with Gun Free South Africa and M+C Saatchi Abel)

"Integrated world-class creativity is what will set the future of effective public relations programmes apart, especially as we seek to drive distinction and cut through in an ever-demanding news cycle. Success is no longer about generating 'just' awareness, it's about sparking powerful conversations that elevate and build trust, and inspire positive behaviour change," says Razor PR CEO, Dustin Chick.

"Creativity has become business critical in modern PR. What's important is that it's not just ideas for the sake of ideas, but more a focus on using well considered strategic insights to trigger bold thinking that cuts through the noise, establishes a new debate and elevates thought leadership," says Razor PR Executive Creative Director, Chris Lazley.

"Working with our colleagues at M+C Saatchi Abel, we were able to build a truly compelling earned first creative platform that moved the needle on one of society's most urgent social needs, especially in the Western Cape. Being earned first requires ideas that cross the divide between interesting and compelling, that go from memorable to behaviour change. 'Bullet Proof Park' is just such a campaign, and it's this approach that resulted in its win at the Platinum Awards and its shortlisting at Cannes," concludes Lazley.

For more information, visit www.razorpr.co.za. You can also follow Razor PR on LinkedIn.

*Image courtesy of contributor