Alex’s Wish

Period: Current and ongoing


Subject: Using awards to raise their profile across the Leicester/shire business community

Our Task Was

To gently nudge and encourage this fabulous local charity to acknowledge that they were absolutely ‘good enough’ to enter prestigious local business awards with a view to significantly raising their profile across the Leicester/shire business community


Alex’s Wish had already looked at the Leicester Mercury Business Awards – the biggest and most significant business award in their region. They had their eye on the Not For Profit category because they knew that if they could get through to the finals over 800+ Leicester/shire business people would hear their story and, potentially, see their name come up as winners.

Alex’s Wish absolutely understood what that would do for them as a charity who proactively seeks additional businesses to support their time-critical fundraising efforts. However, they felt that Alex’s Wish was ‘only’ a small charity and that the charities who entered seemed to be so much bigger than them. They asked us, “Do we really have a chance at all?”
We worked with them on a series of other, though in their own way equally high profile, awards including the East Midlands Chamber Awards, Enterprising Women Awards and Forward Ladies Awards, before putting Alex’s Wish forward for Not For Profit at the prestigious Leicester Mercury Business Awards. This approach gave us and Alex’s Wish two significant advantages:

  1. We were able to hone their message and ensure we told their story as strongly as possible
  2. We all got a real understanding of the process, what was involved and the benefits from being finalists and / or winning awards

The following year we were ready!
Allowing plenty of time to ensure we gave the entry form the full attention it deserved, we submitted our award application for the Leicester Mercury Business Awards; Not For Profit category…. and guess what?


Alex’s Wish WON!!!
In front of 800+ people Alex’s Wish collected their award… and the next day we put our plans of how to maximise the win into action!


Emma Hallam, Founder of Alex’s Wish says, “When we won the Leicester Mercury Business Award I was filled with happiness and joy. I was proud of what we had achieved so far and this award win fired me up even more to believe in ourselves, break down any remaining barriers and, well, to just go for it!”

The Awards People

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