What we're saying

Why the rewards are big for brands who dare to dream

And the PRCA Dare Awards 2022 winner is… Democracy! 

Our trophy cabinet has shiny new additions in the form of the Best Media Relations and Best Digital & Social Media awards. They’re recognition of hard work and determination to get our clients the very best outcomes.

At Democracy, we love nothing more than giving challenger brands their time to shine in the spotlight. Even more so when we use digital and social channels to give them that opportunity to get in front of new audiences and spread awareness and consideration.

When online car marketplace heycar first told us they’d signed up for sponsorship of TV coverage of the FA Cup at a time when fans were locked out of stadiums due to the pandemic, it was a big challenge to convey the passion and excitement of the world’s oldest football tournament.

Challenge accepted. We linked heycar’s core proposition – feelgood – with the FA Cup by celebrating the role of fans, from the energy they bring, the songs they sing and the miles that they rack up as they follow their team to Wembley.

Fronted by TV pundit and ex England international Jermaine Jenas, the ‘heycar road to Wembley’ was a big, brave and feelgood four month campaign of digital and social first content that really drove a connection between supporters, the FA Cup and heycar, from the early rounds all the way to the May final.

The results were astounding – a seven point leap in brand awareness on the official brand tracker, 12,000 new leads, hundreds of thousands of video views and dozens of high domain links. 

That’s why the Best Digital & Social Media award for 2022 is here and proof of what a great idea that can work across multiple platforms delivers for an ambitious challenger brand.


Media relations is the classic PR route to boost brand awareness, of course, but here too new tactics and more strategic thinking is required to really move the dial for brands.

With outdoor paint brand Cuprinol, its Shed of the Year contest is the big moment of the year to get audiences to consider its product range and colours. With so many new entrants to the world of the ‘sheddie’ since the pandemic, we were speaking to new audiences when it came to promoting the 2021 competition.

So we looked to see how media consumption was changing and prioritised broadcast and regional media to have the most impact. We introduced new moments to the media schedule to give us more content that would drive engagement and landed an exclusive reveal of the winner on our bullseye target of BBC’s The ONE Show,

This all contributed to a record number of entries to the competition – especially from younger entrants – and record mentions of Cuprinol in broadcast, print and online media. In total, there were more than 1,200 pieces of media coverage for Shed of the Year. Best Media Relations? It’s what we do.

The world of communications is constantly evolving and having great ideas is no longer enough. Knowing how to develop the right stories across multiple touchpoints is what makes brands memorable with their audiences and where Democracy is a leader in the field.


Don’t take our word for it though, ask these two little guys here…


Work with Democracy to get people talking about you by
calling - 0161 881 5941 or email - jennifer@democracypr.com