Hendrix Rose PR Named Finalist in PRmoment Awards

WOW. We’re still taking it in.

Hendrix Rose PR has officially been shortlisted as a finalist in the PRmoment Awards for Low Budget Campaign of the Year, and it’s extra special because this was our very first ever award entry.

To go from entering just one category, for the very first time, to being named a finalist is something we’re incredibly proud of and genuinely grateful for.

Even more exciting is that the recognition comes for a campaign that means a great deal to us – our work with Chapter 2 Dating: The Challenges and Triumphs of Dating After Loss.

A Campaign That Truly Matters

At Hendrix Rose PR, we’ve always believed that the most powerful PR doesn’t just generate coverage, it creates meaningful conversations.

That belief sat at the heart of this campaign.

The Challenges and Triumphs of Dating After Loss PR campaign was designed to shine a light on a deeply human but often overlooked topic: what happens when people begin to date again after bereavement.

While dating dominates headlines, features and cultural conversation, widows and widowers have historically been missing from that narrative. Their experiences, shaped by grief, love, guilt, hope and resilience, have largely gone untold.

This campaign set out to change that.

Turning Silence Into a National Conversation

When Chapter 2 Dating came to us, they had a powerful mission and an engaged community, but limited ongoing media traction. Our challenge was clear: reignite momentum and bring this important conversation into the mainstream.

We knew this wasn’t a story that could rely on gimmicks or shock tactics. It required sensitivity, authenticity and a deeply human approach.

So we built a strategy grounded in three principles:

• Cultural relevance
• Owned insight
• Founder-led storytelling

By tapping into a cultural moment – the release of Bridget Jones: Mad About the Boy, which explores dating as a widow – we identified a powerful hook. The media already had a reference point. What was missing was the real-life perspective.

Our role was to bridge that gap.

Real Stories, Real Impact

At the core of the campaign was insight drawn directly from Chapter 2 Dating’s own community. This allowed us to create a narrative rooted in lived experience – authentic, credible and emotionally resonant.

The findings revealed just how complex dating after loss can be:

• 90% said memories of their late partner still influence new relationships
• 45% felt guilt or hesitation about dating again
• 71% found modern dating uncomfortable
• 60% avoided discussing dating with their children

These weren’t just statistics. They were human stories.

We brought them to life through a combination of data-led storytelling, real-life case studies and, crucially, the voice of Chapter 2 Dating’s founder, Nicky Wake.

By placing Nicky at the heart of the campaign and encouraging her to share her own experience, we created something far more powerful than a media campaign, we created connection.

Big Impact, Modest Budget

One of the reasons this campaign was shortlisted in the Low Budget Campaign of the Year category is because of what we achieved with limited resources.

The campaign relied entirely on earned media, owned insight and strategic storytelling, not paid placements.

Every decision was focused on maximising impact:

• Tailored media angles for national, regional, lifestyle and broadcast outlets
• Proactive, relationship-led media outreach
• Founder interviews and expert commentary
• Real-life case studies to humanise the story
• Broadcast and podcast opportunities to deepen the conversation

This wasn’t about one big splash. It was about sustained momentum and meaningful visibility.

The Results

The results exceeded expectations across every level – communications, reputation and business impact.

The campaign generated:

• Over 70 pieces of earned media coverage
• A combined reach of 1.56 billion
• Coverage across national titles, broadcast and regional media
• Multiple podcast appearances and broadcast interviews

But beyond the numbers, what mattered most was the shift in conversation.

We helped move the narrative around dating after loss from something rarely discussed to something recognised, understood and increasingly normalised.

And the impact didn’t stop there.

The campaign also delivered significant business outcomes for Chapter 2 Dating, including:

• +134% increase in organic and direct traffic
• +96% growth in new users
• The biggest subscriber growth in the brand’s history

Even more importantly, it contributed to real-life outcomes – including marriages, engagements and even a “Chapter 2 baby.”

That’s the kind of impact PR should strive for.

Why This Recognition Means So Much

Being shortlisted for a PRmoment Award is an honour in itself. But this recognition feels especially meaningful for a few reasons.

Firstly, it’s our first ever award entry. To go straight to finalist status is something we don’t take for granted.

Secondly, it recognises the kind of work we care most about – campaigns that combine insight, creativity and empathy to create real change.

And finally, it celebrates the power of earned media done properly.

This campaign proves that impactful PR isn’t about big budgets or flashy stunts. It’s about understanding people, spotting the right moment and telling stories that matter.

A Huge Thank You

We couldn’t have done this without the incredible team at Chapter 2 Dating, especially founder Nicky Wake, whose honesty and bravery made this campaign what it was.

Her willingness to share her story opened the door for others to do the same – and that’s what turned this campaign into something truly special.

What’s Next?

We’re looking forward to the PRmoment Awards and celebrating alongside so many talented peers in the industry.

But regardless of the final result, we already feel like winners.

Because for us, success isn’t just about trophies – it’s about the conversations we help create, the people we help reach and the impact we help deliver.

And this campaign achieved all of that and more.

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