This video is the first in Behind the Winning Work, a new series featuring presentations from winners at the CMA Awards.
Alice Lester, Senior Brand and PR Manager at On The Tools, explains the thinking behind Project 7,000: The Lost City, winner of both Best Use of Press and Public Relations and Best Social Value Campaign at the 2025 CMA Awards.
Developed in partnership with industry charities Band of Builders and Construction Sport, the campaign tackled the construction sector’s mental health crisis by highlighting the loss of more than 7,000 tradespeople to suicide over the past decade. Through a combination of striking physical installations, national media coverage, social engagement and fundraising activity, the campaign transformed a hidden statistic into a powerful national conversation while raising funds for free therapy support for tradespeople across the UK.
In this video, Alice discusses the campaign’s origins, creative strategy, communications approach and measurable impact, as well as the lessons it offers for marketers seeking to deliver meaningful social value through PR and storytelling.