This year’s Prime Awards broke records in more ways than one. It had the highest number of entries to date, recognised 84 finalists, and celebrated the nominees in front of a sold-out crowd of 450 attendees.
It was also a particularly special year for Pure founder Phoebe Netto, as she had the privilege of presenting two awards in a uniquely joint-winner category and judging for the Best PR Campaign – Commercial & Corporate, Best PR Campaign – Awareness & Advocacy, and Best CSR Campaign – Corporate Social Responsibility categories.
Having judged these awards for several years, Phoebe is often struck by the growing sophistication of Australia’s healthcare communications sector. But what set this year apart wasn’t just scale, it was the substance behind the storytelling.
Below are the standout qualities that defined the top-performing campaigns in 2025.
1. Integration that drives impact
The best campaigns showed seamless integration between audiences, messages, and tactics. They didn’t treat PR, digital, stakeholder engagement, and advocacy as separate silos. Instead, they orchestrated them as part of one cohesive strategy that delivered measurable results.
Too often, campaigns fall short not because of creativity, but because of disconnection. This is often the missing thread between purpose, execution, and audience understanding, which is why integration turns creative approaches into strategic impact.
2. Making resources work harder and smarter
A recurring strength this year was the clever creation and reuse of campaign resources. The most successful teams developed assets that could be adapted across multiple contexts, from schools to government relations to healthcare professionals.
This not only maximised the campaign’s reach but also extended its lifespan. In an industry where budgets are rarely unlimited, the ability to repurpose intelligently is both strategic and sustainable.
3. Measuring what truly matters
Another encouraging trend was a move away from vanity metrics and toward meaningful measurement. Instead of celebrating only reach or impressions, the best entries evaluated outcomes across multiple dimensions, such as knowledge shifts, behavioural changes, and policy influence.
This evolution reflects a maturing understanding of what ‘impact’ really means in communications; not just being seen, but being remembered and driving real-world change.
4. Turning awareness into education
Many entries took the opportunity to move beyond noise, aiming for understanding rather than just basic visibility. By identifying hesitations, misconceptions, and barriers, these campaigns helped audiences learn, not just look.
This educational approach deepened engagement and built credibility across the board, transforming awareness into advocacy and short-term attention into long-term trust.
5. Execution and adaptability still reign supreme
Finally, a reminder that never gets old: execution is everything. The strongest campaigns were not necessarily the flashiest or the biggest. They were the ones that demonstrated care and rigour, from stakeholder briefing to managing lived-experience case studies with empathy, to anticipating risks and stigma.
And when the news cycle shifted or an unexpected opportunity emerged, they moved fast. Agility, underpinned by preparation, remains one of PR’s greatest superpowers.
This year’s Prime Awards reflects an industry that continues to evolve, inspire, and make a tangible difference in people’s lives. The creativity, strategy, and compassion behind these campaigns remind us that communication, when done well, doesn’t just inform – it transforms.
You can view the full list of Prime Award winners here.
