A Scottish Government campaign to recruit volunteers for children’s services was the winner of the top prize at the CIPD Recruitment Marketing Awards last night.

The campaign for the Children’s Panel – seeking unpaid volunteers to help decide the futures of vulnerable children – featured posters and press adverts showing neglected children with the tag line ‘can you help her before it’s too late?’ The campaign, designed by the agency Newhaven, was praised by the judges for its wide reach, sophisticated use of media and compelling creative material. It was also remarkably effective, exceeding its recruitment target by 70 per cent.

The Children’s Panel campaign took home the Grand Prix, Campaign of the Year and Recruitment Effectiveness prizes at the awards ceremony, which was held at the Brewery in London. Agency of the Year went to Euro RSCG People, which also took home the Best Art Direction gong for its work with Transport for London; its recruitment advert for engineers featured a Tube map formed out of coloured electrical cables.

The award for Best Press Advertisement went to an MI5 campaign to recruit ethnic minority women to the intelligence services, which showed a photograph of a woman’s hands with an elaborate henna tattoo. It was designed by agency Penna.

The full list of winners: (agency listed first, then employer in brackets)

Grand Prix: Newhaven (Scottish Government – Children’s Panel)

Agency of the Year: Euro RSCG People

Best Art Direction: Euro RSCG People (Transport for London)

Best Use of Copywriting: PeoplePeople (LateRooms)

Campaign of the Year: Newhaven (Scottish Government – Children’s Panel)

Best Press Advertisement: Penna (MI5)

Best Graduate Initiative: Euro RSG People (Syngenta)

Best Outdoor Campaign: Work Communications and Graduate Promotions (JP Morgan)

Best Digital Solution: TMP Worldwide (GCHQ)

Best Recruitment Website: Blackbridge (Care UK)

Best Internal Recruitment Communication: Creed Communications (Lifestyle Services Group)

Best Use of Social Media: TMP Worldwide (GCHQ)

Best Use of Video: JWT INSIDE

Best Employer Brand Initiative: andsome (Eat)

Recruitment Effectiveness: Newhaven (Scottish Government – Children’s Panel)

Best Diversity Initiative: andsome (ITV)

Best In-house Recruitment Team: Sodexo Prestige