Purpose Awards | Honouring creative campaigns for positive change

Categories

Brand Led

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.

Charity or NGO

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.

Public Sector

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.

Collaboration

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.

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 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.

Organisation Awards

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.