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Gold for Sarum and client AIIM

We classify this entry as being among the best communication materials of 2015

The campaign also shot straight in at number 33 in LACP’s Global 100 Communications Campaigns & was awarded Bronze for Best Visual Design – against 1500 competitors

Salisbury, UK – November 16th, 2015 – Digital PR and Brand Journalism agency, Sarum, together with client AIIM International, has won Gold in the prestigious League of American Communication Professional (LACP) Global Communication Competition for its hugely successful World Paper Free Day campaign.

The campaign has also shot straight in at number 33 in the Global 100 Communication Campaigns, and was awarded Bronze for Best Visual Design – against 1,500 formidable competitors.

The judges commended the AIIM/Sarum campaign for its “exceptional first impression”, “superb” narrative, “exceptional” visual design and “outstanding” level of creativity. “We classify this entry as being among the best communication materials of 2015,” said LACP’s MD, Christine Kennedy, announcing the win.

“This year’s entry for AIIM International’s World Paper Free Day proves remarkable in light of tremendous competition. We find this work to be outstanding, earning a total score of 98 out of a maximum 100 points.”

Sarum entered the campaign for the LACP 2015 Spotlight Awards following World Paper Free Day’s ground-breaking achievements in 2014, when it took AIIM’s message viral on social media, prompting individuals and companies to cease printing for a day and to spread the word.

AIIM (the Association for Information and Image Management: is a major global community of information professionals headquartered in the US. It appointed Sarum as its global PR agency in 2014, at which point Sarum took AIIM’s basic concept of a ‘World Paper Free Day’ and turned it into a major branded campaign.
“The revamped campaign combined established PR mechanisms with very visual and interactive digital social content,” Sarum founder Carina Birt explained.

It emphasised the role each individual and company can play, inviting supporters to sign up to a ‘pledge’ to avoid using paper for 24 hours – in return for digital ‘badges’. AIIM also donated to a major tree-planting charity, the Arbor Day Foundation.

The campaign attracted 2.5 million eyeballs (1.7 million via social media), and 280 of the world’s biggest brands publicly supported the campaign. Some 400 people from 29 different countries pledged to go paperless for the day.

Commenting on the win, Sarum’s Carina said, “This is a huge achievement, and we’re all very proud. AIIM’s vision combined with the outstanding talent at Sarum has been key to this success, which goes on. We’ve just finished the 2015 campaign for World Paper Free Day [November 6th] which was even bigger than the last, so the momentum continues to build all the time.”

Sarum also won Bronze in the LACP Awards for its Mobile Moment blog series with another client, TotalMobile. The agency has also won previous LACP awards for Actuate’s Open Source Survey and EASY Software’s DM Collaborators Blog.

AIIM/Sarum won Gold in the Digital Multimedia/Interactive category of the LACP Awards.
World Paper Free Day’s recognition as a global 100 communications campaign (ranked 33) is also a major triumph. The list is hotly contested with brands including Daimler, Allianz, General Electric, Intel and Mastercard vying for position.

About AIIM International
The Association for Information and Image Management (AIIM International) ( is a major global community of information professionals, headquartered in the US. Its 150,000+ members are active players in the electronic information and image management industry around the world.

About Sarum

Award-winning digital PR and brand journalism agency, Sarum, delivers strategic PR and communications services to UK, USA and European based clients and is run by Carina Birt who founded the agency 20 years ago.

Sarum includes amongst its clients AIIM, Neo Technology, EASY Software, Sopra Banking Software, VoiceSage, Theorem Inc and TotalMobile.

For further information please contact
Carina Birt, Sarum
+44 1722 322916
@birtie ; @SarumPR

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