We’re proud to share that Wordplay, our campaign for Soreen, has been shortlisted at the CIPR Excellence Awards in the Best Education Campaign category.
Wordplay was built around a simple but meaningful insight: snack time is a moment of natural pause in a child’s day, and that pause is an opportunity. The campaign set out to turn it into something enriching, giving children a fun, low-pressure way to build vocabulary while they eat.
At the heart of it was lexicographer and Countdown star Susie Dent, whose warmth and genuine love of language made her the ideal face for the campaign. Susie helped bring credibility and character to a conversation that matters: research has consistently pointed to a decline in children’s vocabulary, with screen time frequently cited as a contributing factor. Wordplay offered a practical, playful counter to that trend.
The campaign encouraged families to engage with words together, prompting curiosity and conversation rather than passive consumption. By making learning feel like part of an everyday ritual, it aimed to shift habits in a way that felt natural rather than instructive.
Being shortlisted at the CIPR Excellence Awards is a real recognition of the work, the thinking behind it, and the brilliant partnership with the Soreen team. We’re delighted to see it acknowledged alongside some of the best education-focused campaigns in the industry.
