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 Old style CSR has largely been replaced by a desire to add a bigger purpose at the heart of organisations.
This trend has accelerated in 2020, with the onset of the coronavirus, the rise of the Black Lives Matter movement and the growing climate emergency.
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 for a second year.
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.
The entry process for the awards can often force you to look at your organisation from a different perspective, and identify areas for improvement, which can be more valuable than the trophy itself.