The newspaper was the only Irish publication to scoop a coveted award at the International Newspaper Marketing Association (INMA) awards 2010, which attracted more than 500 entries from 137 newspapers in 28 countries.
The awards, which recognise excellence in marketing and campaigning journalism and are seen as a benchmark in the industry, were presented at a gala dinner in New York following the 80th INMA World Congress.
The Irish Examiner’s head of marketing, Mairead Maher, said the award was a tremendous achievement for the newspaper in an international arena.
“We were the only Irish newspaper up against some of the biggest and best media organisations in the world and it is a real honour to receive this recognition,” she said.
“The Irish Examiner is well-known for taking a different view on issues and we work very hard at delivering on this. This is something we passionately believe in, it’s not just a marketing slogan. Nobody else was doing what we did editorially on the difficult subject of suicide.
“What motivated us was to try and make a difference – a difference to people’s lives in a very real and tangible way. It was a great editorial and marketing team effort led by John O’Mahony and Karen O’Donoghue.”
Suicide and Ireland was one of the most comprehensive and in-depth investigations into the causes and effects of suicide in Ireland, which claims more than 500 lives each year.
The 20-page special broadsheet supplement, published in October 2009, was followed by Let’s Talk Suicide – a 32-page advice booklet.
An additional 200,000 copies of the booklet were published and distributed to community groups, schools and support groups.
News editor John O’Mahony, who oversaw the project, said the award was another recognition of the Irish Examiner’s commitment to affect change.
“What we tried to do was put a human face on the silent epidemic of suicide. By letting families and loved ones tell their personal stories, by trying to come to terms with the scale, by asking why, we hoped the powers-that-be would sit up, take notice and tackle a crisis that has been conveniently ignored by successive Governments.”
Judges selected award recipients in 10 categories in three circulation groups: under 75,000, 75,000-300,000, and over 300,000.
For the first time, the top two winners in the INMA Awards competition came from the same company: Bennett, Coleman & Company Ltd of India.
Winning the coveted Best of Show award was The Economic Times in New Delhi, India, for its marketing campaign The Power of Ideas.
The multimedia entry engaged relationships with young readers, especially when interest in business newspapers has been declining.
* Full list of winners available at www.inma.org