The Pride of Britain annual awards ceremony, sponsored by TSB and Trinity Mirror, is one of Britain’s biggest televised events celebrating local heroes and commitment to local communities.

Branding itself as a 'group of ordinary people who are trying to do something that is extraordinary,' TSB has announced its partnership for Trinity Mirror earlier this year, building on Pride of Britain’s 17 years of heritage.

This year, TSB presented a new campaign to bring local banking back to Britain by reconnecting with locals. The animated film, created by production studio AKA in partnership with Joint, emphasised how locals helping locals benefits all.

TSB said in a statement, "This year, TSB and Pride of Britain have worked together to bring our proud partnership to life through an integrated communications programme. This includes dedicated activation, live events, social media and traditional marketing; ensuring we aligned owned, bought and earned media. The broadcast of the Awards on ITV will feature the premiere of our TV idents that have been specifically created to celebrate the unsung heroes in our local communities."

TSB also established a new award, the TSB Community Partner Award, to honour local heroes who have made positive impacts within their communities. TSB will help more people across Britain to get involved through its local community partnerships programme throughout the year.

Peter Willis, founder of the Pride of Britain Awards and weekday editor of the Daily Mirror, says, "Pride of Britain has always been about celebrating the very best of British people, those modest unsung heroes who make a difference, and the very best of British values. TSB is a perfect fit because they champion everything Pride of Britain stands for and represents. We relish the opportunity of working with all the partners at TSB on finding and recognising the true heroes in communities who make their world a better place. And make Britain great."

TSB and Trinity Mirror has also partnered with Pride of Sport to celebrate local sporting heroes and champion grassroots sports, recognising people from all walks of life helping others through playing, coaching and volunteering. The Pride of Sport Award ceremony will be held on 7 December 2016.