CELEBRATING POSITIVE CHANGE

The Purpose Awards are officially open for entries for 2025!


The Purpose Awards 2025 celebrate campaigns that create positive change through innovative ideas, driving real-world impact.

Open to agencies, brands, public sector bodies, charities, and NGOs across the EMEA region, the Purpose Awards feature dedicated categories for social and environmental impact. 

There's a place for every initiative committed to change.

KEY INFORMATION 


DATES FOR YOUR DIARY 

Early Bird Entry Deadline: 6 February

Entry Deadline: 27 February

Awards Ceremony: 6 June

Where?: The Biltmore Mayfair

LEARN MORE ABOUT THE CEREMONY

PRICES

Early Bird Entry Fee: £460 + VAT per entry 

Standard Entry Fee: £605 + VAT per entry 

Charity Rate: £325 + VAT per entry

If you are a charity, please email [email protected] for a discount code.

WHY ENTER


As cause marketing and social purpose continue to grow in importance, these awards offer a unique opportunity to showcase your organisation’s leadership and impact in this vital space.

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Those who are shortlisted will gain attention and exposure across 3 brands - celebrate your game-changing ideas and receive the recognition for your hard work and dedication to helping create positive change.


 By entering, you'll gain well-deserved recognition for your impactful initiatives, inspire your peers across the industry, and showcase the value of your work to a wider audience. 

Learn more about why these awards matter...

IF YOU ARE A:

AMPLIFY YOUR WIN

If you're a winner at these awards, shout about your success even more with our amplification package

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CO-CHAIR OF JUDGES


Sachini Imbuldeniya

Co-Founder and CEO 

House of Oddities (HOO)

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"We have one planet, and this is our chance to not **** it up. I can’t wait to celebrate the inspiring work that is making this world a little bit brighter."

Find out more about Sachini Imbuldeniya.


Jo Carr

Co-Founder and Chief Client Officer 

Hope&Glory 

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"I’m excited about seeing the work entered and evaluating what I’m sure will be brilliant ideas that have had impact and left a legacy.”

Find out more about Jo Carr.

MEET THE PANEL


WHY THESE AWARDS ARE SO IMPORTANT?


Our 2025 judging panel discusses why the Purpose Awards are so important, and how they stand out against other awards in the industry.

BECOME A JUDGE


 Join the panel and recognise top talent and creative work. 

The final judging panel will be comprised of an inclusive range of individuals to fully represent the industry.

CATEGORIES 

BRAND LED

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, policy, or behaviour, 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 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 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 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 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 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

CHARITY OR NGO

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, policy, or behaviour, 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 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 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 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 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.

COLLABORATION

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, policy, or behaviour, 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 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 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 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 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.

PUBLIC SECTOR

BEST ADVOCACY CAMPAIGN

For campaigns from a public sector body 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, policy, or behaviour, 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 EQUALITY & INCLUSION CAUSE CAMPAIGN

For campaigns from a public sector body 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 FUNDRAISING CAMPAIGN

For campaigns led by public sector bodies 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 HEALTH CAUSE CAMPAIGN

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.

BEST PUBLIC AWARENESS CAUSE CAMPAIGN

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.

SPECIALIST

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 CELEBRITY AND/OR INFLUENCERS

For campaigns that demonstrate outstanding use of a celebrity(ies) and/or influencers acting as ambassadors for their brand to 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 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 SOCIAL

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 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.

NEW: LONG TERM COMMITMENT

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.

COMPANY & INDIVIDUAL

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. 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 and purpose at their heart.

BRAND OF THE YEAR

For a brand, organisation or multiplebrandowning 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.

LEADER OF THE YEAR

This award recognises a leader with social purpose at their heart. The winning leader will be able to demonstrate a commitment to all aspects of DE&I and will show that positive purpose is crucial to everything they do. The winning entry will be expected to provide data to support its claims, where appropriate. We are not stipulating the job title or level of seniority. However, it’s expected that the individual will have at least some management responsibilities.

THE EDITORS' VIEW 


Hear about the importance of the Purpose Awards...

The Editors' View



Siobhan Holt - News Editor, PRWeek

“Although campaigns with ‘purpose’ may have slightly dipped in favour of humour-led campaigns in recent months, the ongoing economic challenges, plus political and societal issues, have made purpose campaigns more vital now than ever. The Purpose Awards are the best way for businesses to show they are a leader in this pivotal genre”.


Gemma Charles -  Deputy Editor, Campaign

“The creation of sustainable, ethical and valuable brands has never been more pressing. More than ever consumers expect companies to lead this agenda so it’s vital that they step up. The Purpose Awards provide an excellent opportunity to showcase this important and inspirational work”.

Emily Burt - Editor, Third Sector

“It can be easy to dismiss for-good work as something “nice to have” rather than essential. But for generations of young people, the organisations and campaigns that embody the most urgent issues of our time and demonstrate a clear commitment to pushing the world to become a better place, will be the ones to win support for years to come. We look forward to celebrating your success at the Purpose Awards”.

LAST YEARS HIGHLIGHTS 


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