Caldicot communications consultancy wins national PR award for men’s mental health campaign
Caldicot communications consultancy wins national PR award for men’s mental health campaign
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A Caldicot-based communications consultant has won a top national public relations award after turning a single Facebook post into a powerful men’s mental health campaign that reached communities across the UK.
Leonie Roberts, founder of Northlight Communications, received the Chartered Institute of Public Relations (CIPR) Cymru Gold Award in the Health and Wellbeing category last week for the media campaign she created around Caldicot resident Dan Simms’ 373-mile walk from Caldicot Castle to Amsterdam.
Roberts first spotted Simms’ post in a community hub in February 2024. Simms had lost two friends to suicide and was seeking sponsors for a long-distance walk that would raise awareness of men’s mental health and suicide prevention.
Working pro bono, Roberts crafted a campaign that rapidly gained national traction despite having no budget. It secured more than 40 news articles, inspired over 50 individuals to share personal experiences and messages of support, prompted discussion in the Senedd and from the local MS, attracted 421 donations, and raised £6,245 for men’s mental health initiatives.
The story also captured the attention of communities along the route, with Welsh and UK media covering Simms’ journey and Caldicot Motorcycle Club escorting him as he set off from Caldicot Castle.
The CIPR Cymru judges recognised the campaign’s impact, authenticity and grassroots power—qualities that stood out in a category typically dominated by large-scale, high-budget health campaigns.
“This award is incredibly special to me,” Roberts said. “It’s a topic very close to my heart, and a campaign which gave me scope to use all my media and communication skills to build something big, moving, and memorable. What Dan achieved was inspiring and massively challenging, and together, we created a conversation based on grassroots activism.
“I’ve written lots of award entries for clients over the years, but this was the first time I’ve entered on my own account. I was proud to support Dan, and I’m very proud to walk away with this award.”
Simms completed his challenge when he reached the ‘I AmSterdam’ sign at Amsterdam’s Schiphol Airport—15 days, 442km and 633,771 steps after leaving Caldicot Castle. The campaign’s organisers thanked the individuals and communities who supported him throughout the journey.
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