25 Peth
Our award-winning 25 Peth campaign saw us deliver "25 things" to benefit Wales’ local economies, environment, culture, our people, and the wider comms industry — in celebration of our 25th anniversary year (2021).
Recognised by the Chartered Institute of Public Relations (CIPR) Wales as Regional Campaign of the Year 22/23 — the campaign seamlessly integrated CSR, wellbeing, and marketing activities, to deliver an ambitious and impactful programme.
25 Peth has shaped our ongoing commitment to Wales by producing smart, sustainable campaigns that bring wider community benefits. Here's some of what we've achieved:
1: Established partnership with Cardiff University Ysgol y Gymraeg — providing internships, mentoring, and supporting Welsh language speaking students to develop their employability skills and improve use of Welsh in the workplace.
2: Devised marketing strategy, brand messaging and webcopy for Barod — The CIC, whose team is a proud mix of disabled and non-disabled people, offers a wide-range of services to help public and private sector businesses and organisations become more inclusive.
3: Introduced an award-winning wellbeing programme — from lunch hour initiatives actively designed to encourage breaks, fun virtual social events during Covid lockdowns, time-off to support good causes, and internal skills sharing sessions — our calendar commits to caring for the team’s happiness and wellbeing. In fact, it won Gold for the Best Wellbeing Initiative at the CIPR Wales Cymru PRide Awards 2021/22.
4: Helped Spring Clean Cymru — we gave our team the afternoon off and provided them with litter picking equipment to support Keep Wales Tidy’s annual community clean-up.
5: Introduced a ‘Sustainability Stamp’ — working with talented MDes Global Design student Katie Price, our unique stamp will be used in proposals and client plans to show how our campaigns have been designed to support a sustainable Wales.
6: Showed pride for Wales’ LGBT communities — we put a limelight on four fabulous LGBTQIA+-owned Cardiff businesses during Pride Month in June. Aubergine Café, Spokesperson, Songbirds, and The Barber Room CDF were the focus of a weekly feature across our socials. Meanwhile, we gave the team an extended lunch break or early finish to ‘Shop Queer’ at the UK’s first Queer Emporium pop-up in Cardiff.
7: Helped raise the professional standards of our industry — Senior Account Director, Sophie, volunteers for the Chartered Institute of Public Relations (CIPR) where she is responsible for marketing CPD events to Wales’ comms community.
8: Joined forces with our client Fly-tipping Action Wales — Lucy, Rowan and Charlotte gave up their afternoon to volunteer at a fly-tipping clean up event, organised by the rangers of Gelligaer and Merthyr Common.
9: Highlighted the importance of beach safety during the school summer holidays — we supported RNLI’s #RespectTheWater / #ParchwchYDŵr campaign through posting content on our channels and by sharing with key stakeholders within our networks to amplify the message.
10: Committed to using more of, improving, or learning the Welsh language — with a mix of fluent Welsh language speakers, existing learners, and newbies, we enrolled everyone at Team Eq on their own personal learning or improvement journey with our client, The National Centre for Learning Welsh.
11: Signed Visit Wales’ Addo pledge — and our team committed to doing little things to make a big difference to Wales over the summer, from practicing the Welsh language and embracing open spaces, to supporting local businesses.
12: Invested in safeguarding Wales’ heritage — by providing the Equinox team, and their plus-ones, with Cadw membership so they can explore our historic sites and play a role in helping to conserve them along the way.
13: Helped Swansea’s most vulnerable — in support of award-winning social action project, Matthew’s House, we created a stakeholder toolkit and managed a media launch to promote its new, first-of-a-kind app: Hope in Swansea. The app connects those needing hope with the organisations across Swansea who provide it with one simple click of a button.
14: Launched our ‘Creative Hive’ — after a period of consultation, we found that our team wanted to retain the productivity of working from home, but still valued shared spaces for creative collaboration and learning and development. This blended approach, with the addition of our new hub at Tramshed Tech, prioritises staff wellbeing and their career progression, while making it easier for us to collaborate with Cardiff’s creative community in support of our commitment to sustainable working.
15: Cleaned up a Welsh beach — helping Surfers Against Sewage in its mission to clean a million miles of coastline, we organised our own #MillionMileClean event at Barry Island Beach.
16: Captured content for Arts Council for Wales — supporting this year’s Cynefin: Black, Asian and Minority Ethnic Wales project, by sharing the experiences of those involved in the project.
17: Helped a young person into work — welcoming Osian as a Bilingual Customer Care and Admin Assistant — a role created through the Department for Work and Pensions’ Kickstart scheme.
18: Championed Black-owned businesses — producing a film featuring a frank discussion with Jessica Dunrod and John Giwa-Amu about the importance of equal representation and how people can become allies to Black-owned businesses. View the film here.
19: Raised the voices of people who made a huge difference during the pandemic — securing media attendance at the Ethnic Minority Youth Support Team Wales (EYST)’s premiere of “We Are Wales” — a collection of short films telling the hidden heroic stories of Wales’s people of colour. The amazing films tell the inspiring stories of 21 different people and community groups from across Cardiff, Swansea and Newport – captured by a group of four talented citizen journalists.
20: Supported the next generation of communicators — Account Manager, Hannah, became a mentor to Swansea University MA Communication, Media Practice and PR student, Cait Bolt, offering support with studies and career advice throughout her Masters.
21: Repped Heads Above the Waves — supporting the mental health charity by buying and wearing its (super cool) merchandise for our agency photoshoot.
22: Volunteered our time to Homeless Hope — copywriting and redesigning the charity’s website, to help publicise the support available to homeless and vulnerable people in Wales.
23: Shared career advice at JOMEC — as well as supporting students from Cardiff Metropolitan University and Swansea University, we delivered multiple internship placements, mentoring, and guest-lectures throughout the year.
24: Championed Hope Rescue dog charity — promoting its Christmas Moonlit Walk through national media coverage and event support.
25: Launched a Welsh language course for the communications industry — working in partnership with the National Centre for Learning Welsh, the course has been accredited by our industry's professional body, the Chartered Institute of Public Relations (CIPR), and aims to raise the standards of bilingual communications in Wales.
