Big Cat communication was appointed to create recognition for Birmingham City Council’s staff that go the extra mile to make life better for the citizens of Birmingham. The Chamberlain Awards, named after politician and businessman Joseph Chamberlain, is now in its fifth year and organisers were looking to get the general public more interested and aware in the people that make the city run.

Big Cat Communication was primarily employed to deal with media relations and gain regional press coverage in community focused media. The Birmingham Mail was the most vocal advocate of the awards with much of their output being community based. Regional papers such as the Great Barr Observer ran individual features on nominees that heralded from the publication’s patch.