Weber Shandwick Wins United Nations Award for Media Campaign to Save the North Sea.

NEW YORK -- Weber Shandwick has won the 2005 United Nations Grand Award for outstanding achievement in public relations for an environmental awareness campaign that addressed the North Sea's ongoing battle with the 20,000 tons of litter illegally dumped in its waters every year. The campaign was conducted by Weber Shandwick's Glasgow (Scotland) office on behalf of EU-funded, not-for-profit organization Save the North Sea.

Jointly sponsored by the UN Department of Public Information (DPI) and the International Public Relations Association (IPRA), the annual award was established in 1990 to recognize excellence in public relations campaigns that address priority issues before the world organization.

"We are pleased to be recognized for the quality work we do for our clients globally and are honored that our campaign supporting this important issue has received international recognition by the United Nations," said Harris Diamond, CEO of Weber Shandwick.

Weber Shandwick was tasked with raising awareness of the North Sea litter problem among fishermen, offshore workers, leisure craft users, the shipping industry and the general public. The account team identified a series of stories with high news value, including the UK launch of "Fishing for Litter" - a scheme where fishermen go out to catch rubbish as well as cod and haddock. The media campaign also focused on the findings of a study which revealed that 96 percent of dead North Sea fulmars had plastic in their stomachs.

Weber Shandwick worked closely with local, national and international media and news agencies to spread the client's message to a wide audience. The media relations-driven awareness campaign achieved worldwide press coverage reaching 30 million readers, while 10 million people had the opportunity to hear about the campaign on television. Notable campaign press coverage included BBC Radio Four and Five, the Guardian, the Sun, the New Zealand Herald, the Hindu and the New Scientist.

"The positive publicity generated from the "Fishing for Litter" press activities in the UK have made it easier to encourage fishermen in other countries to participate in the activity," said Hanna Hedenius of Save the North Sea. "The media campaign has helped to create and strengthen political contacts both nationally and internationally and the media coverage has helped to drive increased awareness of this EU project."

The UN Award will be presented by a representative from the United Nations as part of the 2005 International Public Relations Association (IPRA) Golden World Awards ceremony on November 3 in London. Weber Shandwick won the most awards among international agencies. In addition to the UN Grand Award, the "Save the North Sea" campaign won an award in the Not-for-Profit/Charities category.

About Weber Shandwick

Weber Shandwick is one of the world's leading public relations agencies, with offices in major media, business and government capitals around the world. Weber Shandwick, named "Agency of the Year" by PRWeek and The Holmes Report, and Advertising Age's highest rated public relations firm, is a leader in marketing public relations, public affairs and corporate communications counseling, and also provides services in advocacy advertising, market research and visual communications. Find out more at www.webershandwick.com.

Weber Shandwick is a unit of The Interpublic Group of Companies (NYSE: IPG) which is among the world's largest advertising and marketing services organizations.