Having been hauled out of the world's oceans more than most by brave helicopter search and rescue crews, Sir Richard Branson had a very personal reason for backing one of this year's winners.
When he heard an RAF Sea King helicopter crew were among the nominations for an award for rescuing five sailors in perilous conditions, they soon gained his vote.
"I've been pulled out of the water by helicopter crews five times," he says.
"The last time, after our balloon crashed off Hawaii, the crew flew to the limit of the helicopter's range, stayed hovering above me, risking their lives, not sure they could return on the fuel they had left. I owe my own life to these people."
Backed by fellow judges Metropolitan Police Commissioner Sir John Stevens and GMTV presenter Eamonn Holmes, Sir Richard's argument won the day.
But that was just one of the many difficult decisions facing the judges - who also included Eamonn's GMTV sofa partner Fiona Phillips, Lady Heather Mills McCartney, Carol Vorderman, TV presenter Gary Lineker and former Pride of Britain winner Sarah Bennett.
The judging panel, chaired by Daily Mirror editor Piers Morgan, met at Sir Richard Branson's West London home where they pored over the stories of courage and selflessness nominated by thousands of members of the public. Citations also came in from the emergency services, charities and voluntary organisations all over the UK.
Sir John, Britain's most senior police officer, says,"I thought the standard this year is the highest I have seen. The Pride Of Britain Awards show human nature at its best."
Awards presenter Carol, who sat as a judge for the first time, says,"There were quite a few tears when I was reading through the nominations."
Former England football captain Gary summed up the sentiments of the panel when he said,"All these stories have made me feel very humble. The hardest thing is you are casting aside people with incredible achievements. They are all winners really."
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