Reword, The Leo Burnett Melbourne created campaign that aims to stop bullying before it happens, has won Campaign of the Year for InsideOut PR, in PR Daily’s 2017 Media Relations Awards.

InsideOut PR managed the public relations campaign and launch of the campaign, created for the Australian Government’s mental health initiative for young people, Headspace.

The job of the publicity campaign was to raise awareness for the Australian-first technology within its key target market. Raise awareness for a new tool that was completely unknown.

Armed with the research information that 79% of young people would consider changing a hurtful word when prompted, InsideOut PR launched a campaign focused on reach and downloads with educational sectors, celebrities and influencers, as well as Australian families with children.

The campaign, though targeted at Australia, resonated globally and achieved coverage on CNN, Good Morning America, Wired, and Mashable, among others, leading to 150 million impressions.

Even more important, that awareness helped the campaign to produce genuine behaviour change, reducing online bullying by more than 10%.

Nicole Reaney, director, InsideOut PR and founder of social influencer agency #AsSeenOn commented, “Recognition for our team’s work on this campaign is a testament to their absolute commitment to the end goal and reflects the strategic thought and solid media relationships our agency has built with diverse media segments since inception.”

Reword’s public relations efforts have also been applauded in the PR categories of Cannes Lions 2016 and Spikes Asia 2016.