BirminghamLive/Birmingham Mail

“It's not often that publications concentrate their coverage on ethnic minority populations in a way that isn't patronising or clichéd,” but that is precisely what BirminghamLive has done with its Brummie Muslims brand, according to judges.

Against a difficult background for Asian communities, BirminghamLive implemented a series of editorial innovations – including using live blogging, social video and photo galleries – to help engage with, rather than talk at, the 341,000 Muslims in Birmingham.

The brand increased its coverage of positive messages against division, including celebrating individuals and highlighting positive work from the Muslim community. It also brought together an interfaith network to unite around issues and produced a series of articles that better explained life in Muslim communities to others, such as life as a vegan Muslim and a day in the life of a Pakistani who had moved to the city.

Its coverage of Eid and Ramadan resulted in 2.2 million page views across the holy month, while a mini-series heading out to diverse areas of Birmingham attracted 50,000 page views. A newly launched WhatsApp community grew to 850 members in just three months. 

“By using targeted techniques, social strategies and actively seeking positive work by the Muslim community, the Brummie Muslims brand was strongly identified and celebrated,” judges said. Overall, it was “a superb campaign, expertly and sensitively managed”.