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PR Jury

  • D&AD Awards 2025

Strategies and ideas that use a specific PR method as a creative tool.

Judges will be looking for innovative and creative ‘PR first’ ideas – those which prioritise the effective use of PR strategy to communicate the brand message. You will need to demonstrate how the work achieved the intended result.

None

Have a look at the subcategories below and download the entry kit for more information.
Visit D&AD Awards for translated versions.

Get the entry kit

Subcategories

You can enter your work in the following subcategories.

  • 6601 - Integrated

    Integrated PR-first campaigns that are executed across a variety of media. For example, TV, print, online, mobile, ambient stunts.
  • 6602 - B2B

    PR-first ideas that focus on the promotion of services and products from one business to another.
  • 6603 - B2C

    PR-first ideas that focus on the promotion of services and products among consumers.
  • 6604 - Single Market

    PR-first ideas targeting one specific region or market. Work may leverage insights specific to that audience, for example cultural or behavioural insights.
  • 6605 - Multi Market

    PR-first ideas targeting more than one region or market.
  • 6606 - Digital & Social

    PR-first ideas that use social and/or digital media platforms to communicate the brand message.
  • 6607 - Entertainment

    PR-first ideas that use entertainment to create a buzz and build a brand. Includes campaigns directed at gaming platforms, apps, video sharing channels and music videos.
  • 6608 - Established Campaigns

    PR campaigns where the same concept has run over 16 months or more, with a central idea executed across a variety of media. Campaigns must have been launched prior to January 2024 and active within the current eligibility window.
  • 6609 - Events & Stunts

    PR-first ideas that use an event or stunt to create a buzz and build a brand. Includes virtual and live events, flash mobs, guerilla marketing, pop-up shops.
  • 6610 - Product Launch

    PR-first ideas created to successfully launch or relaunch a product.
  • 6611 - Public Affairs

    PR-first ideas that change or inform public policy, agenda and legislation.
  • 6612 - Reactive Response

    PR activity that uses the popularity of a specific news story, viral video or event to generate maximum positive coverage for the brand. May also include campaigns generated in response to brand issues or crisis PR.
  • 6613 - Use of Media Relations

    PR activity that uses relationships with journalists and media outlets to circulate a message, as opposed to communicating directly with the public.
  • 6614 - Use of Creators

    PR activity that uses creators or influencers, those with niche audiences or over 1,000 followers, to increase engagement and target specific markets.
  • 6615 - Use of Talent

    PR activity that uses popular social media influencers or celebrities, usually with a following of 100,000+, to increase engagement and target specific markets.
  • 6616 - Creative Use of Budget

    Work that brings a creative idea to life, where the output exceeds expectations set by a low budget. Includes pro bono work. You will need to state the production budget and justify your reasons for entering here. If the work was done pro bono, you will need to state the total spend.