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The Irish Academy of Public Relations introduced the first annual TAP (Theory And Practice) Award for Excellence in the academic year 2003/2004. The award provided students with a unique opportunity to design, develop and implement a real PR campaign.
Students of the Irish Academy of Public Relations were invited to submit a proposal
to create a major fundraising campaign for a national charity.
The Challenge
To create a major new fundraising campaign for a national charity.
Aim of campaign
To develop a fundraising concept capable of raising €250,000 for the charity, thereby keeping the costs down to 20%, i.e. €50,000.
The Competition
The TAP awards (Theory and Practice) 2003-2007 were open to students studying public relations with the Academy at UCD (Dublin), UCC (Cork) and GMIT (Galway). "The idea behind the awards was quite simple" said Ellen Gunning, director of the Irish Academy of Public Relations. "Students got an opportunity to put their theory into practice. Their proposals were judged by an independent panel. The best fundraising idea in the country went to the selected charity, and the student got an opportunity to work on the campaign. It was a Win-Win situation for everyone".
Shortlisting
Five students were shortlisted each year to make a presentation to the judging panel.
Overall Winner - Student
The overall winner of the award received a cheque for €2,000 and a specially designed trophy. In addition, the winner was sponsored to work 60 hours as a PR consultant to the charity on the fundraising concept.
Overall Winner - Charity
The charity received the winning fundraising proposal and 60 hours PR assistance in its implementation.
WHAT THEY SAID ABOUT THE AWARD
The beneficiaries – The Alzheimer Society of Ireland
Maurice O’Connell, Chief Executive of the Alzheimer Society of Ireland, said "This was a great opportunity for the Society to be the focus of up and coming professionals and their talents. I experienced first hand how the real work goes on behind the scene to get things done. It was important for me to experience the professionalism of the Academy’s staff, the panel of judges and indeed the high standard of entries for the competition. The presentations were a marvellous display of creativity, technical know-how and an appreciation of what was to be achieved for the Society. Certainly the winning concept of 'Hero Day' had the potential for raising awareness as well as raising money and we achieved both. Thank you (to Irish Academy of Public Relations) – once again for supporting us. I wish next years winning organisation all the best".
The Sponsors – Pfizer Healthcare
Declan Connolly, Brand Manager, Pfizer Healthcare Ireland, who sponsored the 2004 Fundraising Initiative said "As part of its global ethos, Pfizer is committed to the need to communicate as effectively as possible with its many and varied publics. We are pleased to support the opportunity for public relations students, through the Irish Academy of Public Relations, to put useful theory into even better practice. Pfizer, through its treatment of Alzheimer's disease, is dedicated to improving the lives of people with dementia and their carers, and as such, we are especially delighted that an organisation such as the Alzheimer Society of Ireland will reap the rewards of students considerable efforts in 2003/2004."
Panel of Judges 2003/4
The winner was selected by the following panel of judges: Declan Connolly, brand manager, Pfizer Neuroscience, Simon Coveney TD, Fine Gael Spokesperson on Communications, Conor Faughnan, Public Affairs Manager of the AA, Professor Brian A. Lawlor, Trinity College, Jimmy Murphy, Account Director with Cawley Nea Advertising, Colette Newport, Course Director, Irish Academy of Public Relations, Maurice O’Connell, former governor of the Central Bank and board member of the Alzheimer Society, Niall O’Grady, General Manager of Marketing with permanent tsb and Niamh Sheeran, Niamh Sheeran and Associates fundraising consultancy.
Panel of Judges 2004/5
The winner was selected by the following panel of judges: Jimmy Murphy, Account Director with Cawley Nea Advertising, Colette Newport, Course Director, Irish Academy of Public Relations, Niall O’Grady, General Manager of Marketing with permanent tsb, Niamh Sheeran, Niamh Sheeran and Associates fundraising consultancy, Catherine O’Mahoney, Editor, Media & Marketing, Sunday Business Post, Niamh Lyons, Managing Director, Financial Dynamics, Carmel Dunne, Secretary General, Irish Red Cross and Pat O’Reilly, Executive Council Member, Irish Red Cross.
Panel of Judges 2005/6
The winner was selected by the following panel of judges: Roger Sweeney, Marketing Director, Irish Water Safety Association; Niamh Lyons, Director, Financial Dynamics; Samantha McCaughren, Irish Independent; Alan Doherty, Creative Advertising; Regina Stacey, Education Officer, Irish Academy of Public Relations, Fionnuala O’Donovan, CEO, Enable Ireland and Dorothy Barry, Fundraising Director / Sinead McGovern, Fundraising Executive, Enable Ireland.
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