Hendrix Rose PR has won the Low Budget PR Campaign of the Year award at the PRmoment Awards for its campaign with Chapter 2 Dating, The Challenges and Triumphs of Dating After Loss.
The win marks the first industry award for the Manchester-based agency and follows its first-ever awards entry.
The campaign was recognised for successfully bringing national attention to the experiences of widows and widowers navigating modern dating after bereavement, a subject rarely discussed openly in mainstream conversations around relationships.
Developed in partnership with Chapter 2 Dating, the campaign combined original audience insight, founder-led storytelling and culturally relevant media hooks to drive widespread earned media coverage and public discussion.
Timed alongside the release of Bridget Jones: Mad About the Boy, which explores dating through the lens of widowhood, the campaign used exclusive insight from the Chapter 2 Dating community to highlight the emotional complexities surrounding love and relationships after loss.
Research conducted as part of the campaign found that:
- 90% said memories of their late partner still influence new relationships
- 45% admitted feeling guilt or hesitation about dating again
- 71% found modern dating uncomfortable
- 60% avoided discussing dating with their children
The campaign paired the findings with real-life case studies and commentary from Chapter 2 Dating founder Nicky Wake, helping transform the issue from a niche discussion into a broader national conversation.
The campaign generated more than 70 pieces of earned media coverage across national press, regional titles, broadcast and podcasts, achieving a combined reach of 1.56 billion.
Alongside raising awareness, the campaign also delivered significant commercial results for Chapter 2 Dating, including:
- A 134% increase in organic and direct traffic
- A 96% increase in new users
- The largest subscriber growth period in the platform’s history
The PRmoment Awards celebrate excellence across the communications industry, recognising campaigns that demonstrate creativity, strategic thinking and measurable impact.
Gemma Eccleston, managing director of Hendrix Rose PR, said: “Winning our first-ever PR industry award feels incredibly special, particularly because this campaign represented exactly the kind of work we believe in as an agency.
“At Hendrix Rose PR, we work with startups, scaleups and SMEs every day, and this award proves that impactful PR is not about enormous budgets. It is about insight, strategy, creativity and telling stories that genuinely connect with people.
“This campaign mattered because it gave visibility to experiences that are often overlooked and helped create conversation around grief, love and rebuilding life after loss. We are incredibly proud of what we achieved alongside Chapter 2 Dating and grateful to the PRmoment Awards for recognising the campaign.”
