Purpose Awards | Honouring creative campaigns for positive change

Results 2020

CONGRATULATIONS TO ALL OF THIS YEAR'S FINALISTS

Brand Led

Best Environmental Cause Campaign

WINNER

Holland & Barrett becomes first UK retailer to ban wet-wipes

Pegasus

Client: Holland & Barrett

According to EarthWatch Institute , 9.3million wet-wipes are flushed down toilets every day, making their way to oceans, rivers and sewers, damaging marine life and creating huge costs for consumers. In the UK, wet-wipes are blamed for 80% of blockages, costing an estimated £100million a year.

In May 2019, Holland...

Finalist

Becoming water smart, for good

Interel

Client: Ecolab

The world’s water supply is limited and demand is increasing significantly. The gap between global water supply and demand is projected to reach 40% by 2030. In Europe, many regions have already been hit by droughts over the past summers and this doesn’t only affect the Mediterranean countries: a little known fact is that London is the most...

Finalist

Think Before You Thank

The Romans

Client: OVO Energy

THE WORLD IS ON FIRE.

We know.

But when it comes to carbon, it’s tricky to know how to cut the footprint of something you can’t see, touch and barely understand. So how do we inspire people to care and join the fight?

Here’s a campaign that took a topic no one truly comprehends and made it so relatable it organically ma...

Finalist

Dove Fights Plastic Waste

MullenLowe salt

Client: Dove

Dove challenged us to drive awareness of and inspire advocacy for their industry-leading sustainability commitments and actions to tackle plastic waste amongst global consumers.

They wanted to go further than their existing commitment to make all plastic packaging fully reusable, recyclable or compostable by 2025: they wanted to be one of ...

Finalist

Fight Fire with Fire

DeVries Global

Client: Zippo

Fire is our oldest tool; one we’ve wielded for millennia to achieve incredible feats. Its power is great, but at times, difficult to control. Across the globe, fires destroy 4% of our forested land a year and a staggering 84% of those fires are caused by human hand. As creators of one of the most famous flames, Zippo® is intimate...

Best Health Cause Campaign

WINNER

Britain Get Talking

ITV

Anxiety and depression in children is increasing. ITV interrupted Britain Get Talking, pausing to get people to stop watching and start talking to boost mental wellness. The whole ITV network got behind it and 2.8m people started a conversation.

Highly Commended

LinkedIn Discuss: Fertility At Work

LinkedIn

LinkedIn ‘Discuss’ campaigns highlight conversations around important workplace issues on LinkedIn. In this case, Discuss: Fertility At Work set out to highlight the importance of a workplace culture where fertility issues can be openly discussed. This was achieved through starting a multi-channel conversation and exploring the attitudes of...

Finalist

Boots Soltan Sun Ready

EdComs

Client: Boots Soltan

Melanoma skin cancer is the 5th most common cancer in the UK, but 86% of melanoma skin cancer cases are preventable. Five serious sunburns during childhood can increase the risk of skin cancer by 80%, which is why the Soltan Sun Ready education programme seeks to instil sun safe habits that last a lifetime and forms a key part of Soltan’s...

Finalist

Shoespiracy

Vivobarefoot

In 2019, Vivobarefoot launched Shoespiracy as a way of addressing a foot-shaped public health issue. As humans have evolved, a vast proportion of these years were spent barefoot, but since the development of shoes, and the running boom in the 20th century, there has been much more research focused on improving these shoes compar...

Best Equality & Inclusion Cause Campaign

WINNER

UNILAD: The Illegal Blood Bank

LADbible Group and Elvis

1 in 4 of us will depend on donated blood in order to stay alive. The UK needs 200,000 new blood donors each year. And yet millions of pints cannot be collected due to an outdated, discriminatory law.

So we used the scale of our platform to raise awareness of this little known piece of discrimination, and pressurise the government t...

Highly Commended

First for Women #16DaysOfLight

Foxp2

Client: First for Women Insurance

The SA insurance category is cluttered. First for Women (FFW), a challenger insurance brand that’s specifically designed for women, has to cut through in clever ways to remain salient and build affinity brand status.

To this end, FFW builds campaigns around calendar periods that solely focus on women. Our brief was to position FF...

Finalist

Signsbury’s - The world's first deaf-friendly supermarket

Gravity Road

Client: Sainsbury's

It’s fair to say that employee volunteering initiatives, although noble, rarely make global headlines. But then, Signsbury’s wasn’t an ordinary case.

The UK’s first signing store, Signsbury’s was the brainchild of Sainsbury’s Bath colleagues, who suggested a more deaf-inclusive store for Bath’s deaf shoppers&#...

Finalist

Drag Cleans

The Romans

Client: Method

You know when a brand makes its logo rainbow coloured for Pride?

Here’s a campaign that is the exact opposite of that.

Best Public Awareness Cause Campaign

WINNER

Donate Your Words

VCCP

Client: Cadbury

"Cadbury was founded by John Cadbury in 1824 to give back to the community - inspiring our brand platform, “There’s a glass & half in everyone”. .

In 2019, Cadbury continued to live this purpose with the ‘Donate your words’ campaign, donating the words from their iconic Cadbury Dairy Milk bars, in support of the 225&#...

Best Environmental Cause Campaign

WINNER

Girlguiding make a fantastic #PlasticPromise

Pegasus

Client: Girlguiding

#PlasticPromise is the UK’s largest ever girl-led campaign tackling plastic pollution. Over 100,000 girls made a #PlasticPromise and demonstrated Girlguiding’s ‘power’ with a week of local action; urging the public to join them in making a small lifestyle change to reduce single – use plastic.

The campaign reached over 33 million...

Finalist

Blue Insider – James Blunt/Business Insider Takeover, Blue Marine Foundation

freuds

Client: Blue Marine Foundation

The Problem: freuds teamed up with a small charity that was doing exceptional work on environmental issues but receiving limited public attention – in part because their work focuses on international waters, well below the surface of the ocean.

The Solution: We brought together James Blunt, an internationally famous musician with mill...

Finalist

National Refill Day

23red

Client: City to Sea / Refill

By now, we all know that plastic bottles are bad for our oceans. Yet, many of us still buy them. Why? Because people don’t know where they can fill up or they feel uncomfortable asking in a business where they’re not making a purchase.

City to Sea’s Refill campaign connects thirsty people to thousands of Refill Stations across the...

Finalist

Global Climate Strike

Greenhouse PR

Client: UK Student Climate Network

More than 350,000 people in the UK took to the streets on 20 September 2019 as part of the Global Climate Strike – the largest gathering of its kind in world history.

Students and adults united to demand bold and ambitious climate action ahead of the UN Climate Summit in New York on 23 September.

Greenhouse played a pivotal role in su...

Finalist

E.ON Let's clear the air

ENGINE UK

Client: E.ON

Fighting air pollution is a critical cause. It kills one in twenty people in the UK, and has far-reaching impact on the health of many more. Yet because it’s largely invisible, it’s also been largely neglected. As part of the wider environmental debate, clean air doesn’t get the airtime it deserves.

Energy production and energ...

Best Health Cause Campaign

WINNER

#PainNoFilter, Versus Arthritis

Headland Consultancy

Client: Versus Arthritis

#PainNoFilter was an Instagram campaign by Headland for Versus Arthritis, launched in order to shed light on the painful reality of living with arthritis. The aims were threefold: to dismantle the myth that arthritis was merely an ‘old-person’s disease’, to raise awareness of the condition and to construct an online support community&...

Finalist

Giving to Help Others - All about Organs

EVERFI EdComs

Client: Team Margot Foundation & All Good Co. CIC Orgamites

Giving to Help Others is an education programme, established by the charity Team Margot Foundation, in partnership with NHS Blood and Transplant. The programme seeks to change perceptions and behaviours in relation to blood, bone marrow, stem cell and organ donation.

In 2019, the charity created a new module to add to its sui...

Best Equality & Inclusion Cause Campaign

WINNER

Embracing Complexity

JPA Health

Client: Autistica

People who think and see the world differently have the potential to bring huge value and diversity of thinking to society, but also face complex and overlapping challenges. Many people have more than one neurodevelopmental or mental health condition (NDCs), yet we live in a system that addresses one at a time.

The campaign sought to h...

Finalist

Special Olympics World Games Abu Dhabi 2019

freuds

Client: Special Olympics World Games Abu Dhabi 2019 Organising Committee

Ahead of the 2019 Special Olympics World Games in Abu Dhabi, public engagement with the event had dipped to worryingly low levels in the U.K. The success of the Games’ inclusive mission relies upon enthusiastic support from the public. freuds was tasked with bringing the Special Olympics movement to a new and wider U.K. audience.

Our stra...

Finalist

Woman Up

Pegasus

Client: World Child Cancer

Over 6,000 children are expected to develop cancer each year in Bangladesh, but only a quarter of these will ever receive a diagnosis. With a population of 164 million people, there are only six trained paediatric oncologists – all of whom are male. Despite overcrowded facilities, the majority of female nurses are overlooked and u...

Best Public Awareness Cause Campaign

WINNER

#TheREALCheekyNandos

Alfred

Client: World Animal Protection UK

Brief: Challenge the perception of the beloved Nando’s. Persuade thousands of its own loyal customers to sign a World Animal Protection UK petition asking it to make urgent animal welfare improvements in order to improve the lives of millions of chickens.

Objective: Ensure Nando’s decision-makers can’t ignore the customer demands and agre...

Highly Commended

STAMMA

ZAG

Client: STAMMA

According to the 2018 YouGov Polling 3% of adults in Britain stammer and 99% feel shame regarding their stammer. It’s an issue that is not well understood or taken seriously by many with 50% of the survey participants believing a stammer is caused by nerves, and 1 in 5 people claiming they don’t mind if someone makes a joke about stammering...

Finalist

The National Lottery’s 25th Birthday

freuds

Client: The National Lottery

In 2019 The National Lottery Promotions Unit brought freuds on board to help them celebrate its 25th Birthday with everybody in the U.K. and bring to light the £40 billion that National Lottery players have raised for good causes over the years.

The story of the past 25 years isn’t just about The National Lottery (TNL), but all the lives...

Finalist

Somewhere to Believe In

Stein IAS

Client: WIN

New York City has around 23,000 homeless children, so the Stein IAS New York office chose charity WIN as the beneficiary of their creative Christmas charity project. With the campaign focussed on children in need, we wanted this project to tell the story of these most unfortunate, ordinary kids, and produce something that childr...

Finalist

The Store of Modern Childhood

W and XYZ

Client: The Children's Society

Stab vests for kids? Bruise concealer? A social networking app called grooma? The Store of Modern Childhood was the ‘back to school’ shop with a difference, revealing the hidden anxieties experienced by many kids in the UK. It was created to launch the Good Childhood report from The Children's Society and put child wellbeing on the nati...

Finalist

Lonely Not Alone

Effervescent

Client: Co-op Foundation

Lonely Not Alone is an innovative campaign created by young people, for young people. Co-produced by a group of 11 to 22 year olds, it shows young people everywhere that you might be lonely, but you’re not alone.

Best Fundraising Campaign

WINNER

Supporting the frontline of humanitarian care

Crafted

Client: Médecins Sans Frontières UK

The Crafted team is incredibly proud to support the global humanitarian work that Médecins Sans Frontières carry out daily.

When disasters hit, it’s the Emergency team who are sent in the first 12-48 hours to assess the need and start providing care. The E-team were first on the ground during the West Africa Ebola epidemic. They were th...

Finalist

Promises to Action

Alnahda Society

AlNahda is a Saudi nonprofit organisation dedicated to the social and economic empowerment of women. For Ramadan, a month of philanthropy and charity, AlNahda wanted to respond to the UN’s Sustainable Development Goal of ending poverty. They wanted to create a campaign that would highlight AlNahda’s impact on the lives of underprivilege...

Finalist

#ChangeTheOdds

Mercy Ships UK

Between 01/10/2019 and 31/12/2019 Mercy Ships ran a UK Aid Match supported campaign called #ChangeTheOdds which aimed to generate awareness about the global surgery crisis, the work of Mercy Ships and to raise £1.2 million that would be used to fund projects in Senegal and West Africa.

This fully integrated multi-platform campaign utilised ...

Best Environmental Cause Campaign

WINNER

Ultra Low Emission Zone

VCCP

Client: Transport For London

London’s air is slowly killing us. Over two million Londoners live in areas that exceed legal limits for NO2, of which over 400,000 are children*. With the launch of the Ultra Low Emission Zone (ULEZ) in 2019, London met that battle head on. With the stakes so high, our campaign simply had to work. By clearly planning out three di...

Finalist

The Missing Piece

Hill + Knowlton Strategies

Client: Smart Energy GB

Everyone is talking about climate change and saving the planet, but we aren’t talking about the one significant way in which Great Britain could meet its climate change goals: energy efficiency and reducing energy waste. All because the majority of people don’t see it as important. Smart Energy GB wanted to tackle this disparity and for the...

Best Health Cause Campaign

WINNER

“Life Lolli” – The Life Saving Lollipop

Ketchum Germany, BBDO Düsseldorf, Peter Schmidt Group GmbH, Fuse Omnicom Media Group Germany, OMD Germany, areasolutions GmbH

Client: Bone Marrow Donor Center of the University Hospital Düsseldorf (KMSZ)

Every day, two children in Germany are diagnosed with blood cancer. Globally, it’s 100,000 cases annually. Often a stem cell donation is their only chance for survival, but the odds of finding a match are high. The Bone Marrow Donor Center of the University Hospital Düsseldorf (KMSZ) works to save lives by maintaining the largest...

Highly Commended

Every Mind Matters

freuds

Client: Public Health England & NHS England

The Government’s first-ever mental health campaign connected 1.6 million people to much-needed advice services, while reframing the mental health conversation and establishing a new digital model for preventative care.

One in four adults in England tackle mental health problems. With demand for services rising fast, freuds was tasked ...

Finalist

We are the NHS

MullenLowe Group UK

Client: National Health Service

As far back as the start of 2019, the NHS needed support. In a by-gone pre-Covid19 era, campaign budgets for nursing recruitment had been cut as other pressures commanded more of the public purse. The NHS needed to fill roles immediately and build a legacy for the future. A future which relied on high quality student applications (via unive...

Finalist

‘We Are the NHS’ nursing recruitment campaign

freuds

Client: NHS England

Now, more than ever, we understand the value of our devoted NHS workforce. Our nurses have an incredible impact on our lives, but sadly, nursing vacancies remain high. The ‘We Are The NHS’ campaign sought to fill more of those vacancies and increase positive perceptions of working as an NHS nurse.

Building on the mass-scale ...

Best Equality & Inclusion Cause Campaign

WINNER

#erasethegrey

Glasgow Caledonian University

The #erasethegrey campaign is an innovative, visually striking campaign with three key aims: to tackle the silence around gender based violence (GBV); to challenge the widespread myths around GBV; and to highlight sources of support for those affected. With an eye-catching visual of white and grey text on a black background, delivered throu...

Highly Commended

Disability Rights Campaign

Language

Client: Irish Human Rights and Equality Commission

Anyone can have a disability. It’s people’s perceptions that need to change because disability is not going away, it’s part of being a human, and I think the main thing that we need to change is people’s perception and awareness of disability.' - Shelly Gaynor, Participant

Destigmatising existing misperceptions, the ...

Finalist

Dimensions Learning Disability and Autism Leaders’ List 2019

Stand Agency

Client: Dimensions

There are approximately 700,000 people with autism, and 1.5million with a learning disability, in the UK. Often overlooked, they face many injustices and exclusions across society – from opportunities in sports and the arts, to involvement in politics, and employment opportunities.

In response, not-for-profit suppo...

Best Environmental Cause Campaign

WINNER

South West Dolphin Project

Digital Detox

Client: MARINElife

As a digital design agency with a passion for the environment, we actively seek out charities who need our help. MARINElife brought us a worthy challenge: to bring digital into the charity for the first time to increase public interaction and aid their goal of protecting endangered species of dolphins.

The results took the form of designing...

Highly Commended

Fight Fire with Fire

DeVries Global

Client: Zippo

Finalist

The Innovate Irrigation Challenge

Grayling

Client: AB Sugar

Together, AB Sugar and Grayling launched The Innovate Irrigation Challenge - a hackathon designed to invite new ideas for helping the business reach its sustainability targets. The hackathon had a specific focus on stopping irrigation water losses in agriculture and had a prize of £10,000. As well as these new ideas, objectives also in...

Best Equality & Inclusion Cause Campaign

WINNER

UNILAD: The Illegal Blood Bank

LADbible Group and Elvis

Client: FreedomToDonate

Highly Commended

This Is Art Not Porn

Fearless PR

Client: Vicky Martin Method

Vicky Martin is a leading medical tattooist with a real purpose to help women who have had breast cancer surgery feel whole again.

She’d been blocked by Facebook hundreds of times because she dared to show before and after photos of her clients with their new 3D areola tattoos. These photos were posted on Vicky’s own pages and in mastectom...

Finalist

Soho Impact: Open House

Soho House

Open House is a creative mentoring programme for young people from lower socio-economic backgrounds, set up as a collaboration between Soho Impact at Soho House and Creative Mentor Network (CMN).

We’re on a mission to make the creative industries more inclusive, by connecting members from Soho House’s creative community with young ...

Finalist

Where Do You Draw The Line?

Lucky Generals

Client: #timeTo

In 2018, the #timeTo initiative was founded with one clear objective, to end sexual harassment in the UK Advertising Industry. In 2019 we were tasked with not only continuing to raise awareness of the issue but to create behaviour change for the better. Unfortunately, the uncomfortable truth about sexual harassment is that it can often ...

Finalist

Drag Cleans

The Romans

Client: Method

You know when a brand makes its logo rainbow coloured for Pride?

Here’s a campaign that is the exact opposite of that.

Best Health Cause Campaign

WINNER

Eat Them To Defeat Them

ITV

Childhood obesity is a crisis. ITV and Veg Power accepted veg were the bad guys and got kids to Eat Them to Defeat Them. A huge collaboration of brands, schools and media saw veg sales increase and 650,000 children eating more vegetables.

Highly Commended

Life Saving Wax

Freuds & Proud Robinson + Partners

Client: Public Health England and Treatwell

Every year, around 2,600 women are diagnosed with cervical cancer in England and almost 700 women die from the disease. However, routine screening, which is free on the NHS, is at a 20-year low because of fears that it might be embarrassing or painful. While the numbers of women attending screening year on year is decreasing,...

Finalist

LinkedIn Discuss: Fertility at Work

LinkedIn

Client: Fertility Network UK

Discuss: Fertility At Work set out to drive the importance of a workplace culture where fertility issues can be openly discussed. This was achieved through starting a multi-channel conversation and exploring the attitudes of those going through fertility difficulties, their colleagues and HR professionals, in partnership with Fertility Netw...

Finalist

Embracing Complexity

JPA Health

Client: Autistica

People who think and see the world differently have the potential to bring huge value and diversity of thinking to society, but also face complex challenges. Many have more than one neurodevelopmental (NDC) or mental health condition, yet we live in a system that addresses one at a time.

The Embracing Complexity campaign, led by au...

Finalist

Mental Health Minute

Radiocentre

The Mental Health Minute is a unique broadcast that brings together all areas of radio – BBC, commercial and community – to reach 20 million people with an important message. It aims to break down the stigma of talking about mental health issues, which affect one in four people.

In 2019, the Mental Health Minute used five recogn...

Best Fundraising Campaign

WINNER

The Big Slimming World Clothes Throw

Slimming World

Client: Cancer Research UK

•Slimming World is the largest group-based slimming organisation in the UK, everyday helping members achieve their dream weight. Cancer Research UK (CRUK) is the world’s leading cancer charity dedicated to saving lives through research. Cancer Research UK and Slimming World have proudly worked in partnership since 2013, and in that time...

Finalist

It's good to...

Nominet

Nominet and Samaritans established a ground-breaking Digital Transformation Partnership in 2019.

Bringing expertise in technology, and philanthropic funding, Nominet is supporting Samaritans to research, design and build three new digital and data services for its users and staff to transform the reach and effectiveness of Samarit...

Finalist

The Manchester Duck Race 10 Year Anniversary

Solid Ground

Client: New Bailey

Children’s charity Brainwave and riverside development New Bailey take the typical concept of a “Duck Race” to a whole new level. The 10 Year Anniversary of The Manchester Duck Race was bigger and better than ever, bringing together almost 25,000 visitors to the River Irwell to take part in a day of family fun. With the aim to fundrai...

Best Public Awareness Cause Campaign

WINNER

Apprentice Nation

RockCorps

On 9 December 2019, 300 teenagers packed out the intimate underground club Gorilla for an exclusive show, headlined by London based rapper Not3s and Birmingham Grime artist Jaykae.

The spectacular show was the accumulation of the 6 week Apprentice Nation program which ran from October - December 2019 in Manchester. Apprentice Nation (pr...

Finalist

Goals Houses

freuds

In 2019, freuds launched an unprecedented campaign to create inspiration and action around the UN Sustainable Development Goals.

freuds unveiled three Goals Houses – at Davos, Cannes Lions, and at UNGA in New York - making an immediate impact by bringing together activists, leaders and campaigners from every corner of the Ear...

Finalist

Donate Your Words

Carat UK

Client: Mondelēz International | Cadbury Dairy Milk

In the UK, 225,000 older people go a whole five days a week without speaking to anyone. They go wordless. It’s a real national crisis. While many organisations recognise the need for change, instigating it is a different task altogether. Cadbury wanted to do something more than simply paying lip service to the problem by showcasing th...

Finalist

I'm Out

Casual Films

Client: Haringey Council

‘I’m Out’ comprises three short films that tell the story of knife crime from different perspectives. Created to start important conversations with young people in Haringey, these powerful films take an unflinching look at the reality of knife crime.

Best Advocacy Campaign

WINNER

Turn On The Subtitles

Turn on the Subtitles with National Literacy Trust

Turn on the Subtitles is an initiative to have Broadcasters and Content Providers automatically turn on subtitles on children's content (age 6-10) to double their literacy acquisition rates. Turn on the Subtitles went from an idea on the back of a beer mat to the World's largest literacy project in under a year, and we intend to keep go...

Best Proof of Authenticity

WINNER

DHL's Got Heart

The Maverick Group

Client: DHL Express

Global brand DHL have a business purpose articulated as ‘Connecting People, Improving Lives’. They tasked Maverick with developing a program that would bring this idea to life across 220 countries and 100,000 employees.

We discovered that many of their people were already highly engaged in charitable projects within their own commu...

Finalist

RAF Recruitment and Misinformation War Room

BFBS and BFBS Creative

At BFBS Creative we organisations tell their story. Brilliantly. It’s that simple. We like to say it how it is. No buzzwords, jargon or agency speak. So, what do we do? We create and deliver award-winning campaigns. We produce amazing video and graphics. We offer practical advice and coaching on communication strategy and analytics. But w...

Finalist

Alfred Landecker Foundation

freuds

Client: Alfred Landecker Foundation

In 2016, Germany’s wealthy Reimann family conducted an investigation into their history and were shocked to discover that Nazi heritage existed within the family, which soon became national news. As the biggest investor in JAB Holdings, this was not only a threat to the family’s sensibilities, but it also posed a huge reputation...

Best Use of Creativity

WINNER

Life Saving Wax

Freuds & Proud Robinson + Partners

Client: Public Health England and Treatwell

If so many women are comfortable enough to strip off in front of a beautician for an intimate treatment, why are so many still too embarrassed to visit their GP to take a potentially life-saving cervical screening test?

Posing this simple question, grounded in inarguable audience insight, we were able to challenge two of the most cr...

Highly Commended

SMASHED: The Looking Glass

Kindred, The Fawnbrake Collective, Craft and December19

Client: The Film and TV Charity

This is a case study about a charity repositioning and relaunching, but doing so in an original and creative way. We believe this is a case study as creative as the people that The Film and TV Charity seeks to help and support, delivered in collaboration with them.

Approaching its 100-year founding anniversary, The Film and TV Chari...

Highly Commended

The Store of Modern Childhood

W and XYZ

Client: The Children's Society

Finalist

Be A Good A**hole

City to Sea

We think it’s a bummer that so many people are still treating their toilets like bins and flushing single-use plastic wet wipes causing huge environmental problems. That’s why we teamed up with Lord of the Rings actor, Andy Serkis, and creative agency, Karmarama, to create a tongue-in-cheek digital campaign designed to grab peop...

Best use of Digital/Social Media

WINNER

Lucky Bastards

Lucky Generals

Lucky Bastards was a highly unusual initiative to tackle hatred on social media. It was developed as an in-house project, by creative agency Lucky Generals. As the company was paying for the campaign out of its own pockets, the budget was tiny (only £2,000). But thanks to a very creative approach, it made a difference to a huge soc...

Highly Commended

Black Friday Pandamonium

Facebook

Client: WWF UK

Limited stock only – and when it’s gone, it’s gone! That’s the high-pressure sales pitch that has helped make Black Friday so lucrative for UK retailers. And it’s a tactic that wildlife conservation charity WWF adopted with a twist when it launched its first Black Friday promotion in 2019, urging consumers to “adopt an animal th...

Finalist

Social Media Spouses

BFBS and BFBS Academy

BFBS is a registered charity with a mission to entertain, inform, connect and champion the UK armed forces, their families and veterans. For over 75 years. Social Media Spouses is our unique coaching and training programme exclusively for military spouses – often the support network behind the forces. We build up their digital marketi...

Finalist

Back Her Business

Vayner Media

Client: NatWest Group

In 2019, off the back of The Alison Rose Review on Female Entrepreneurship, the UK Treasury identified that female entrepreneurs receive 157 times less funding than male owned businesses. Women-only funding teams were given £32 million in 2017, while male-only teams received more than £5 billion to start their businesses, accordin...

Finalist

Supporting the frontline of humanitarian care

Crafted

Client: Médecins Sans Frontières UK

Best use of Celebrity and/or Influencers

WINNER

Every Mind Matters

freuds

Client: Public Health England & NHS England

The Government’s first-ever mental health campaign succeeded in connecting 1.6 million people to much-needed advice services, while reframing the mental health conversation.

One in four adults in England tackle mental health problems. With demand for services rising, freuds was tasked with generating mass engagement with a new online ...

Finalist

The National Lottery’s 25th Birthday

freuds

Client: The National Lottery

In 2019 The National Lottery Promotions Unit brought freuds on board to help them celebrate its 25th Birthday with everybody in the U.K. and bring to light the £40 billion that The National Lottery players have raised for good causes over the years.

The story of the past 25 years isn’t just about The National Lottery (TNL), but all the l...

Best use of Technology

WINNER

Travel to 2050

AMVBBDO

Client: Smart Energy GB & National Trust

"Smart Energy GB needed to get the British public to accept a smart meter, but one key audience remained sceptical: the over 65s. Telling them wouldn’t work. We had to show them the positive environmental impact that smart meters could make.

So, Smart Energy GB partnered with the National Trust to do just that. ‘Travel to 2050’ w...

Agency of the Year

Highly Commended

Lucky Generals

When Lucky Generals started life in 2013, it set out to be “A creative company for people on a mission”. In 2019, it delivered on this purpose-driven mission, in spades.

Most obviously, the agency created a series of high profile campaigns for its clients. It relaunched the Co-op with a major new push, centred round the c...

Finalist

MullenLowe Group UK

Despite the sudden need to be exceptionally choiceful about how much - if any - resource we dedicate to Awards, this is an unapologetic pitch to be named Purpose Agency of the Year and so retain our yellow jersey after winning the equivalent Campaigns for Good title in 2019.

We didn’t know then what we know now of course, but we spent ...

Finalist

Barley Communications

We’re hugely proud of what we’ve created at Barley. We have highly satisfied clients, a talented, happy team and the work we do really matters.

Barley has helped to shift the dial on some of the most pressing issues of our time including the environment, health and social justice. We apply our IMPACT model to develop tailored,...

Finalist

Greenhouse PR

"Greenhouse was formed over a decade ago with a single-minded belief in the power of PR to drive positive social and environmental change.

We work exclusively with clients that are pioneering the transition to a sustainable future – the businesses, NGOs and entrepreneurs changing attitudes and devising solutions that can be scaled globa...

Finalist

89up

89up was founded with a clear mission: to create a powerful integrated communications agency for the world’s most important causes. We help the good guys achieve great things. Leveraging our collective experience working in NGOs, for global agencies and brands, for top publications and broadcasters, we get our clients’ voices heard ...

Finalist

Kindred

We’re Kindred, we believe in the power of communications to create positive change.

In the past 12 months, we’ve grown the number and value of campaigns in our portfolio rooted in social purpose and now 77% of our clients are change makers and account for 80% of our revenue.

We’ve added campaigns that tackle issues like menta...

Triple Eight

We are a women-led socially-conscious agency. Established in 2012 with a team of three, we have grown to over 70-strong professionals, expanding from South Africa through eight surrounding countries in the region. We work for over 48 global brands in programmes that
attain partnerships with governments and major funders.
Clients include U...

Brand of the Year

WINNER

Co-op

Many brands today have adopted worthy 'Purpose' strategies, but for Co-op, doing the right thing is more than just a vague philosophy or empty promise. It’s something lived out every single day across each of its businesses – Food, Funeralcare, Insurance, Healthcare and Legal Services. That’s because Co-op exists t...

Highly Commended

Barbie

BARBIE’S 60TH ANNIVERSARY CAMPAIGN SETS OUT TO INSPIRE THE LIMITLESS POTENTIAL IN EVERY GIRL & CLOSE THE ‘DREAM GAP’

In a powerful PR-led campaign, the worlds #1 fashion doll Barbie drew on its rich 60-year history to reconnect consumers with the brands original purposeful mission to empower girls, through real-life female role mod...

Finalist

Hearst UK

Hearst is a premium content and experience publisher with the largest readership and website reach of all consumer magazine publishing groups. We reach one in four men and one in three women across the UK every single month. Our brands and our people are beacons of positivity in an otherwise turbulent and transformational world. We understand that ...