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HCC scoops two Golds at Welsh PR awards

Red meat promotion agency Hybu Cig Cymru has won two top awards in a national competition that recognises excellence in public relations.

HCC’s communications team won the Gold Award in the Healthcare category, while HCC Press Officer Adam Wheeler received the Gold Award for being the Outstanding Young Communicator in Wales.

Organised by the Chartered Institute of Public Relations, the CIPR Wales PRide awards were announced during a special ceremony in Cardiff.

“This competition is recognised as being the Oscars of the PR world, and I am delighted that HCC has struck gold twice on the same evening,” said Alan Morris, HCC’s Communications Manager.

“I feel honoured that our fellow professionals in the PR industry have recognised the work that the HCC communications team is doing - not only on behalf of the red meat sector but also for our efforts to inform the general public of the benefits of a healthy, balanced diet.

“I am particularly pleased that HCC’s Press Officer, Adam Wheeler, has been recognised as the best young communicator in Wales, and I am confident that this is only the start of a long and successful career for him in the PR industry.”

The CIPR PRide Awards recognise excellence in public relations and communications among both private and public sector organisations.
In their adjudication, the awards judges said: “Adam has shown control, focus and a calm, quiet determination to lead the communication activity for his organisation. His re-assuring manner, selfless attitude and skill in managing upwards, makes him the obvious winner as a Young Communicator.

“He has demonstrated a wide range of skills and shown expertise in various areas of communications, as well as a commitment to continuous learning. His willingness and patience to share his knowledge with others is an excellent and admirable quality.”

The HCC communications team, comprising Alan Morris, Adam Wheeler, Consumer Executive Elwen Roberts and Administrative Assistant Cynrig Williams scooped Gold in the Healthcare category for the ‘Healthy Eating – Healthy Living’ campaign.

The judges said: “The aim of the ‘Healthy Eating - Healthy Living’ campaign was to overcome negative messages about eating red meat.
“With a strong focus on university students, the team developed an imaginative and well-developed range of channels and materials to encourage healthy eating through education.

“This included road shows, information for schools, teachers and nurses, an attractive website and a student cookbook - First Degree Cooking – packed with easy-to-prepare tasty recipes. This campaign showed a very good use of budget.”

A phone app was also developed for First Degree Cooking, along with a Facebook account.

Olympic double gold medal winning cyclist Geraint Thomas helped reinforce the message that the world’s top sportspeople choose to eat red meat for its health benefits, supplying two of his favourite Welsh Lamb and Welsh Beef recipes for a booklet. He also made personal appearances at HCC events where members of the public could challenge him over a fixed distance – on static racing cycles.

Mr Morris said: “This award recognises the talents of every member of the communications team. Elwen wrote First Degree Cooking, including the recipes and advice on storage and hygiene, as well as give demonstrations to children, teachers and health professionals across Wales and beyond. Adam developed the websites and social media as well as liaised with Geraint Thomas, and Cynrig has been highly active in promoting the healthy eating message directly to the general public. I am very proud of all their efforts over the last year.”

On the same evening, Cardiff-based PR firm Golley Slater won the Silver Award in the Consumer Relations category for their work to promote PGI Welsh Lamb on behalf of HCC.