For the first time in history, a Latvian campaign has won the Grand Prix at the world’s most prestigious public relations competition

For the first time in the history of the prestigious IPRA GWA Awards, the Grand Prix was given to a PR agency from Latvia. The jury — composed of experts from the United Kingdom, the United States, Germany, Australia, Serbia, Saudi Arabia, the Philippines, Turkey, Bulgaria, Brazil, Croatia, and Egypt — decided that among the 98 awarded campaigns from across the globe, the title of “best of the best” should go to Latvia’s “Data is a Value. Protect It!”

In addition to the Grand Prix, the campaign also won the IPRA GWA 2025 award in the Public Sector category. As part of the project, pop-up stores titled “Everything for Nothing. Nothing for Everything” were set up in Riga’s shopping centers, where visitors could win prizes in exchange for sharing their personal data. A video about the campaign is available here.

“We are immensely proud that the campaign ‘Data is a Value — Protect It!’ has received such broad international recognition. I would like to say that this award belongs not only to us as the creators of the experiment but also to all Latvian citizens who choose to be responsible and care for their data protection every day. This is yet another proof that ideas that inspire the world can also come from Latvia,” said Jekaterina Macuka, Director of the Data State Inspectorate.

Another IPRA GWA 2025 award went to Olsen+Partners in the Climate Change and Literacy category for the campaign “Sparrow’s diary”, created for the Latvian Environmental Protection Fund. Through 20 fairy tales read by well-known public figures, environmental protection principles were explained to children in an engaging and educational way. More about the campaign can be found here.

“In the 35 years since the IPRA GWA Awards have existed, no Latvian campaign had ever won the Grand Prix. I believe this award is the highest-level recognition of the creativity and professionalism of communication specialists in our country. I truly believe that Latvia’s greatest natural resource is its creative and talented people. This achievement is yet another proof of that,” said Olga Kazaka, co-founder and partner of Olsen+Partners, adding that the agency’s campaigns have now been recognized as the best in the world twelve times, making Olsen+Partners the most awarded Baltic agency at the IPRA GWA in the past decade.

The IPRA GWA annually highlights the most outstanding communication projects worldwide. The evaluation criteria include project complexity, creativity, originality, and impact — whether local, national, regional, or global. In 2025, only 47% of the awarded campaigns were implemented in Europe, with the rest coming from the Middle East, Asia, Africa, and the Americas, further underscoring the truly global scope of the competition.

The full list of IPRA GWA 2025 winning projects is available at:
https://www.ipra.org/golden-world-awards/winners/#tab1

More about the awards ceremony:
https://www.ipra.org/news/press-room/data-is-a-value-protect-it-from-latvia-takes-the-grand-prix-at-the-2025-ipra-golden-world-awards-while-there-is-whiff-of-greenovation-about-the-global-contribution-award-in-ghana/

About the Golden World Awards for Excellence

The annual IPRA Golden World Awards for Excellence competition was established in 1990 by the International Public Relations Association (IPRA) to recognize the best communication projects from around the world. Award recipients take particular pride in knowing that their projects meet the highest international public relations standards. While there are many national and regional competitions, only the GWA represents a truly global distinction.