"Check Your Balls" Wins First Place in the NGO Communication Campaigns Category at the "PR Impact Awards 2024"

2024-06-09

On June 7, the 11th edition of the "PR Impact Awards 2024" concluded with a ceremony celebrating the best communication projects of the year. During the day, finalists presented over 50 unique projects, and in the evening, the winners of the competition and special nominations were announced. The Lithuanian Urological Association, in partnership with the Lithuanian Basketball Federation, took 1st place in the NGO Communication Campaigns category for its initiative "Check Your Balls."

Record-Breaking Participation in PR Impact Awards 2024

This year, 188 projects and campaigns competed for recognition, with over 50 outstanding projects receiving awards, some in multiple categories. The projects were evaluated in 19 main categories, including 15 related to specific communication fields and 4 that recognized the best projects from different sectors—public, government-owned enterprises, business, and NGOs.

Additionally, winners were announced in two new categories: Community Engagement Campaign and Courage in Communication. The evaluation was carried out by 22 jury members—11 from Lithuania and 11 international experts—while Mediaskopas, a long-term media monitoring and analysis partner, audited the competition's results.

At the event, attendees also selected their favorite project, awarding it the symbolic "People’s Choice" prize.

Agency of the Year: "Fabula Rud Pedersen Group"

After tallying the awards won by various projects, "Fabula Rud Pedersen Group" once again claimed the prestigious "Agency of the Year" title, successfully defending its crown from the previous year.

*"First and foremost, I want to thank the entire communications community, including both professionals and future specialists. This year, we once again received a record number of applications, and the event sold out 10 days before it took place. This confirms that the ‘PR Impact Awards’ remains highly relevant, setting trends and shaping the future of the communications industry.

While we may not have large-scale global campaigns, we see an abundance of highly creative and innovative projects in our market. I also want to congratulate ‘Fabula Rud Pedersen Group’ for successfully defending the ‘Agency of the Year’ title—you truly deserve it,"* said Vaidotas Vyšniauskas, Chairman of the Board of the Communications Industry Association (KIA).

Announcing the Special Award Winners & "Communicator of the Year"

The finale also revealed the winner of the "Communicator of the Year" award, along with special nominations for "Business Opinion Leader" and "Publicity Challenge."

Laura Tyrylytė, Head of International Public Relations at Nord Security, was named "Communicator of the Year." She was recognized for her borderless, impactful, and consistent communication efforts that have enhanced the global reputation of both her company and Lithuania as a whole.

The results were determined by a jury of communication and media professionals, led by journalist Edmundas Jakilaitis. Additionally, Mediaskopas provided media visibility analysis data, while readers of M360 contributed their votes.

"This award aims to highlight the crucial work communication professionals do for their organizations. This year’s competition received an unprecedented level of attention—not only in the number of strong candidates but also in the public discussions that followed. It’s inspiring to see communication professionals becoming more vocal about their role in organizational success. I hope this recognition encourages organizations to value their communication teams even more," said Donatas Kuras, Chairman of the Lithuanian Communications Association (LTKA).

Finalists and Winners in the "Communicator of the Year" Category

Alongside the winner, special recognition was awarded to:

Rima Aukštuolytė – for creativity, proactiveness, and exemplary public sector communication
Laura Beganskienė – for professional and effective communication with consumers and retail investors in the Baltics
Kristina Gedvilė – for her belief in the power of communication and her creative, high-impact strategies
Lina Skersytė – for exceptionally active communication, quick responses to current events, and successful brand promotion

"Business Opinion Leader" & "Publicity Challenge" Winners Announced

Continuing the tradition, the event also recognized winners in two additional categories: "Business Opinion Leader" and "Publicity Challenge."

For "Business Opinion Leader," the award was given to the "4 Percent" initiative. This campaign rallied businesses and organizations to support a defense budget increase to 4% of GDP, gaining widespread public approval. The initiative was launched by Unicorns Lithuania, the Lithuanian Business Confederation (LVK), and the Lithuanian Confederation of Industrialists (LPK).

The "Publicity Challenge" category featured 18 nominees, including political figures, entertainment industry representatives, and business leaders who faced intense media scrutiny over the past year. The award went to Laurynas Kasčiūnas, the newly appointed Minister of National Defense. His past actions and statements resurfaced when he was nominated for the ministerial role, sparking public debate. However, the award recognized his transparent public response to past criticisms and ability to navigate the media storm.

For a full list of "PR Impact Awards 2024" finalists and winners >>>