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InsideOut Public Relations has been recognised internationally winning the grand prize, Campaign of the Year, in PR Daily’s 2017 Media Relations Awards.

InsideOut PR was engaged to manage the public relations campaign and launch of Reword, a tool activating and encouraging change within the world of online bullying by stopping the behaviour before it happens. The publicity campaign aimed to raise awareness for this Australian-first technology amongst the key target market – commencing with zero base knowledge of the tool.

Research conducted in partnership with a youth mental health organisation found 79 percent of young people would consider changing a hurtful word when prompted. To spread the word about the new tool, InsideOut PR set forward a campaign focused on reach and downloads with educational sectors, celebrities and influencers, along with 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, the campaign produced genuine behaviour change, reducing online bullying by more than 10 percent. Reword lets users submit new words to be added to the software; 20,000 “insult submissions” from young people resulted in millions of new word combinations the software could identify.

Nicole Reaney, Director, InsideOut PR and founder of social influencer agency #AsSeenOn said, “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.”

“Generating valuable and repeated media exposure for clients is the aspect every client seeks InsideOut PR for.”

Reword’s contribution to its social cause has been recognised in multiple awards, with its public relations efforts recognised at the 2016 Cannes PR Lions, 2016 Spikes Asia PR and 2017 Mumbrella CommsCon programmes.

InsideOut PR is an integrated public relations company, established in 2005. Over the years it has worked with B2C and B2B start-ups through to multinational household names across Retail, Food & Beverage, FMCG, Construction/Property, Technology/Apps, Lifestyle, Insurance/Finance and Health.

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