Shortlisted for three industry awards, the Diffusion team donned their most fabulous outfits and headed over to the bubbling Bloomsbury Ballroom on 19th July to join some of the best and brightest PR professionals across the country.
The occasion was the inaugural The Pros Awards, created by BME PR Pros and irrepressible industry campaigner Elizabeth Bananuka, to recognise talented black, Asian, mixed race and ethnic minority PR and comms pros, and reward the most creative and successful campaigns targeting diverse audiences.
Hosted by writer, digital content producer, and host of The Guardian’s pop culture podcast, Chanté Joseph, the evening started off with a pitch-perfect gospel choir delivering the best 90s R&B classics, immediately energising the room and getting people on their feet. With meals eaten and bets placed, it was a tantalising wait as the awards ceremony got underway.
We were overwhelmed and humbled to be invited up on to the stage to collect two awards: B2C Campaign of the Year and Technology Campaign of the Year, for our UK work with financial services innovator, WorldRemit. Diffusion’s campaign for the brand was designed to shine a light on the true cost of living for migrants in the UK and how diverse communities are having to adapt to both sustain themselves and maintain financial obligations to family and friends overseas.
Through developing data, video content and sharing first-person experiences, this campaign filled the information gap and gave national, regional and diverse media access to the stories and statistics to include migrant groups in their reporting of the cost-of-living crisis.
Rounding off the night with a post-award ceremony dance, there were smiles all-round for the team; the perfect ending to an emotional night celebrating inspiring comms leaders, organisations and agencies making a real difference. We simply cannot wait for The Pros Awards 2024!