About the awards


Extended early bird entry deadline: Friday 27 March 2020
In light of the Covid-19 pandemic, we wanted ensure that you had a bit more time to adjust to new ways of working and still submit your Award entries without penalty. As such we have extended the early bird deadline by one week to Friday 27 March 2020. 

The second deadline will be extended to Friday 24 April 2020.

Recent years have seen cause marketing move from a niche pursuit to a truly popular approach among major corporations and brands, reaching near ubiquity in some industries. Old style CSR has largely been replaced by a desire to add a bigger purpose at the heart of organisations.

At the same time, charities, NGOs and public sector bodies have continued to innovate and produce powerful, effective campaigns for their own causes.
Against this backdrop, leading Haymarket titles PRWeek, Campaign and Third Sector have launched The Purpose Awards EMEA 2020.

Previously called The Campaigns for Good Awards, the new name was adopted for the scheme when it debuted in the US in 2019. It reflects the growing use of 'purpose' as a term for modern campaigning that puts a positive cause or progressive movement at its centre.

The Awards recognise campaigns that use creative ideas successfully to further positive causes, and also acknowledge the organisations behind them.
The Awards are open to agencies, brands, public sector bodies, charities and NGOs throughout EMEA.

With the rise of cause marketing and social purpose showing no signs of slowing, winning a Purpose Award is a perfect way to demonstrate your organisation's ability to excel in this crucial area.

Key dates and fees


Key dates

Extended early bird entry deadline: Friday 27 March 2020

Final entry deadline: Friday 24 April 2020


Entry fees

Early bird entry fee: £390 +VAT per entry

Final entry fee: £490 +VAT per entry

Categories


Best Environmental Cause Campaign
For campaigns led by brands that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Health Cause Campaign
For campaigns led by brands that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Equality & Inclusion Cause Campaign
For campaigns led by brands that raise awareness of a cause or issue related to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Public Awareness Cause Campaign
For campaigns led by brands that raise awareness of a cause or issue that is relevant to the public - but does not fall in the category of ‘equality & inclusion’, ‘health cause’ or ‘environmental cause’ - and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Fundraising Campaign
For campaigns led by brands focused on raising money for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Advocacy Campaign
For campaigns led by brands focused on advocacy for a particular cause. Judges will be looking for original creative ideas. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. There will be a particular focus on campaigns that are aimed at changing a decision or policy, or that use the law to secure change. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Environmental Cause Campaign
For charity or NGO campaigns that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Health Cause Campaign
For charity or NGO campaigns that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Equality & Inclusion Cause Campaign
For charity or NGO campaigns that raise awareness of a cause or issue related to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Public Awareness Cause Campaign
For charity or NGO campaigns that raise awareness of a cause or issue that is relevant to the public - but does not fall in the category of ‘equality & inclusion’, ‘health cause’ or ‘environmental cause’ - and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Fundraising Campaign
For charity or NGO campaigns focused on raising money for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Advocacy Campaign
For charity or NGO campaigns focused on advocacy for a particular cause. Judges will be looking for original creative ideas. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. There will be a particular focus on campaigns that are aimed at changing a decision or policy, or that use the law to secure change. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Environmental Cause Campaign
For campaigns from a public sector body or bodies that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Health Cause Campaign
For campaigns from a public sector body or bodies that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Equality & Inclusion Cause Campaign
For campaigns from a public sector body or bodies that raise awareness of a cause or issue linked to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Environmental Cause Campaign
For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Equality & Inclusion Cause Campaign
For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that raise awareness of a cause or issue linked to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Health Cause Campaign
For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Fundraising Campaign
For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) focused on raising money for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisations behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Public Awareness Cause Campaign
For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that are relevant to the public - but do not fall in the category of ‘equality & inclusion’, ‘health cause’ or ‘environmental cause’. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Advocacy Campaign
For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) focused on advocacy for a particular cause. Judges will be looking for original creative ideas and evidence of different organisations working together effectively for the same goal. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisations behind it. There will be a particular focus on campaigns that are aimed at changing a decision or policy, or that use the law to secure change. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best Proof of Authenticity
For campaigns that demonstrate a bigger purpose at the heart of a brand or organisation in a truly authentic manner. The winning initiative will include multiple elements to advance an issue, research-based insights to identify areas for investment and focus, using real people touched by the campaign to tell the story. The execution will include long-term internal and external commitments and provide data to demonstrate real impact and products or services.

 

Best Use of Creativity
For campaigns that demonstrate outstanding creative thinking and brilliant execution in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/inclusion, or other moral causes. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing, or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best use of Digital/Social Media
For campaigns that demonstrate outstanding use of social media and/or other digital resources in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/inclusion, or other moral causes. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing, or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Best use of Celebrity and/or Influencers
For campaigns that demonstrate outstanding use of a celebrity/celebrities and/or social media influencers in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/inclusion, or other moral causes. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing, or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate. For the purposes of this category, influencers are defined as individuals or groups who have built their own following organically via social and digital channels, with no pre-existing fame.

 

Best use of Technology
For campaigns that demonstrate outstanding use of technology in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/inclusion or other moral causes. Technology has the potential to be a distinctly positive or negative force. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate.

 

Agency of the Year
For an agency of any discipline that has demonstrated its ability to produce effective campaigns for good causes across multiple clients. Judges will be looking for agencies that have used a variety of techniques and channels in their campaign work to great effect, and those that have creativity at their heart. The winning entrant will be expected to provide data to support its claims, where appropriate.

 

Brand of the Year
For a brand, organisation or multiple-brand-owning company that has demonstrated its commitment to a good cause or good causes through more than just a single campaign in the year. The winning brand will be able to show that a positive purpose and cause is crucial to everything it does. The winning entrant will be expected to provide data to support its claims, where appropriate.

 

Leading CCO
For the chief communications officer at a brand, organisation or multiple-brand-owning company that has demonstrated their commitment to a good cause or good causes through more than just a single campaign in the year. The winning executive will have shown a positive purpose and shown that cause is crucial to everything they do. The winning entry will be expected to provide data to support its claims, where appropriate.

 

Leading CEO
For the chief executive officer at a organisation or multiple-brand-owning company that has
demonstrated purpose and commitment to a good cause or good causes through more than just a single campaign in the year. The CEO will have shown leadership and ability to convey effective messaging to internal and external audiences. Positive purpose and social responsibility will be crucial in everything they do and will have been imbued throughout their organisation. The winning entry will be expected to provide data to support its claims, where appropriate.

 

Why enter?


Have your work awarded best in class by our esteemed judging panel of well respected peers across PR, advertising and charity sector- giving your work the validation and accreditation it deserves.
All shortlisted entries will receive a bespoke logo to promote their achievement. Winners and high commendations will receive a full branding suite after the results are announced.
Winners coverage will be spread across PRWeek, Campaign and Third Sector in print and online - maximising exposure and resulting in extensive positive publicity for the winners making this Award the ultimate accolade.
Ultimately, winning a Purpose Award will help;

Agencies

Agencies to acquire new local, international and global clients.

Brands

Brands to strengthen their Corporate Social Responsibility profile.

Charities / NGOs

Charities to raise their profile, and enhance their credentials as an attractive partner for potential corporate development initiatives.

Public Sector Bodies

Public sector bodies to demonstrate the value of their campaigns and the PR/Marketing function to their organisation.

Chair of Judges


Charities to raise their profile, and enhance their credentials as an attractive partner for potential corporate development initiatives.

Judges


Charities to raise their profile, and enhance their credentials as an attractive partner for potential corporate development initiatives.

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CharityComms
CEO
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GSK
VP Global Design
 
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Ogilvy
Creative Director
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LOEWE
Chief Marketing Officer
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Cirkle
Creative Director
 
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ITV
Director of Social Purpose
 
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Pause
Director of Communications and Influencing
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Joseph Rowntree Foundation
Deputy Director of Policy & Partnerships
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Pegasus
Director
 
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Small Axe
Executive Director
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Firefish
CEO
 
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Global Girl Project
Founding Director
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One Green Bean London
Founder & Executive Creative Director
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Smoke & Mirrors
Global Creative Director
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The Romans
Director
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Legal Services Board
Head of Communications
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BT
Head of Digital Impact & Sustainability Campaigns
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GOOD
Executive Creative Director
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3 monkeys zeno
Creative Director
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Grey London
Group Creative Director
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The Medical Defence Union (MDU)
Digital editor
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Prostate Cancer UK
Head of Partnerships
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23red
Creative Director

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