There is no single magic formula for an award-winning entry – but the strongest forms make
the judges immediately understand how you made a difference.
- Prepare as you go
Keep a live record of activity, decisions, challenges, results and useful
feedback throughout the campaign; reconstructing the detail afterwards is
much harder.
Maintain a folder of supporting evidence, such as coverage reports, audience
data, sales information, charts, testimonials and stakeholder feedback.
Give yourself time. Begin with the sprawling, everything-but-the-kitchen-sink version,
then shape it into a more focused statement. Its much easier to edit once its all in
one place. - Lead with clear campaign aims
Use the aims section well: state a small number of focused objectives in
punchy language or even bullet points.
Link every aim to the wider campaign strategy and explain why it mattered.
Make the judges’ job easy: by the end, they should be able to draw a satisfyingly
straight line from each of your aims to the result that proves it. - Don’t write a shopping list – tell your story
Structure the form as a narrative: context, aims, strategy, execution,
challenges, solutions and results.
Explain the thinking behind key choices, not just the activity you delivered.
Use clear headings and bullet points to make the submission easy to scan.
A memorable phrase or headings with a bit of sparkle and relevance to the campaign
can help an entry stick in the mind. Just make sure the cleverness serves the story
rather than hiding it. - Own your brilliance: Show what you contributed
This is not the moment for excessive modesty. Be explicit about your role, judgement
and actions, and distinguish your contribution from the activity that would have
happened anyway without your input
Highlight the moments when your strategy, relationships, creativity,
persuasion, tenacity or problem-solving changed the outcome.
If responsibilities were shared, state clearly who led each area and how the
collaboration worked.
Include relevant professional development: what you learnt, how you adapted
and how the experience strengthened your practice. - No Jeopardy, no story: Make challenges work hard
If everything sounds effortless, the judges cannot see what you overcame. Be
honest about the constraints, risks and setbacks that put your skills to the test.
Show how you responded: what you changed, who you brought with you and
why your solution worked.
Include internal as well as external challenges where they demonstrate
meaningful stakeholder management or judgement.
Keep sensitive information proportionate and anonymised where necessary;
include only what is essential to understanding your contribution. - Bring the receipts: Evidence the impact
Enthusiasm is infectious, but the evidence is vital. Replace broad claims with specific
proof, combining numbers and data with concise evidence.
Select the results that best demonstrate delivery against the stated aims;
avoid listing every output.
Consider including a short testimonial from a relevant stakeholder if it adds
independent evidence of your impact.
Provide context for figures so judges can understand why they are significant. - Keep it concise but keep personality
Write everything useful in the first draft, then cut anything that is repetitive,
routine or does not prove impact.
Keep the form punchy and engaging – approach it with the same discipline as
a strong media pitch.
Let your personality, passion and humour come through where appropriate,
but never at the expense of clarity.
Ask a trusted colleague or stakeholder to review the draft for gaps, jargon and
unsupported claims.
Finally, read it as a judge: does every section answer the question, earn its place
and make the case for recognition? If yes, stop tinkering and submit it!