Jane Asscher, 23red

Jane Asscher co-founded 23red in 2000 with a clear vision: 'Behaviour change for the better' and has championed the importance of positive purpose throughout the agency from the very beginning. With Jane at the helm, 23red has built a reputation for successful and innovative social marketing campaigns that improve and save lives, including award-winning and effective campaigns encouraging quitting for Stoptober, increasing blood donations for NHSBT and tackling puppy farming with Defra.

During the past year Jane has taken a leading role in the Cabinet Office as key strategic advisor to the Covid-19 Resilience Hub, working to change the behaviours of some of the most difficult to engage groups. Campaign highlights include reaching audiences through messaging on the iconic BT Tower and in-game messaging in Call of Duty and Candy Crush. And on top of her work on Covid, she's continued leading 23red, helping to generate new projects from existing clients and winning new business.

Jane genuinely believes in giving back to the industry. As well as being active within the IPA, she sits on a steering group for the UK Advertising Export Group exploring CSR opportunities in China and has spoken about the importance of purpose at international festivals. She also mentors young women in the industry for Women in Advertising and Communications London.

Jane is committed to ensuring 23red practices what it preaches, recently implementing several employee initiatives to support people with their mental and physical wellbeing during these challenging times.