The talented Cornerstone PR team have recently won a prestigious award for one of our publicity campaigns with the North West Ambulance Service.

The PR campaign received the gold accolade in the Public Sector Campaign category of the Chartered Institute of Public Relations’ 2019 North West Pride Awards.

This was for the success of our “Star in a Car” campaign for NWAS, designed to increase the number of volunteer drivers to transport NHS patients to and from their appointments across the region in support of the NWAS Patient Transport Service.

We supported NWAS charity with their campaign through strategic marketing activities including concepts, implementation strategies, digital marketing, graphic design and illustrations for the campaign material. We created visual material to use across different media, including social, the NWAS website, video, printed leaflets and posters, newspaper publicity, outdoor banners and even quirky branded car interior air-fresheners.

We used a fun, cartoon style for “Star in a Car” to appeal to caring, everyday people who wanted to make a difference whilst gaining skills. The messaging we created included showing the value that volunteers have to NWAS by championing them as heroes, and the value they gained from the experience, as well as quotes from interviews with existing volunteers. The impact was a clear, first-hand perspective that the public could trust and relate to, reducing their perceived barriers to volunteering.

The campaign itself gained significant media coverage across the region and impressive results:

  • A 2,500% increase in telephone enquiries about the role
  • A 31% increase in views on the trust’s volunteer web page
  • 196 additional applications to join the volunteer network – potentially increasing numbers of the volunteers by 56%



Our MD David Wadsworth attended the awards ceremony at The Midland Hotel in Manchester with NWAS staff.

He said: “We’ve been working with NWAS for nine years now and have built a deep understanding of their organisation and formed a strong working partnership. Our teams work really well together, which is reflected in the success of our campaign. This year’s award success builds upon previous gold awards for NWAS and Cornerstone publicity campaigns. So, it’s fantastic to enjoy further recognition for our work this year.”

We’ve really enjoyed working with the NWAS team and developed great relationships over many years working together. NWAS Head of Communications and Engagement Julie Treharne, said: “We have an excellent relationship with the team at Cornerstone whose skills complement and bring to life our in-house expertise.

“This partnership approach produces campaigns that make a real difference to our frontline services. It’s fantastic that our work has been recognised by industry experts at the CIPR awards.”

Since the awards ceremony, the project has received more press exposure in the Oldham Times and the GM Chamber.


By Karis Lambert.
See our PR services here.


Cornerstone DM