Results 2022


Specialist

Best Proof of Authenticity

Saga - Best Proof of Authenticity

Headland Consultancy

In the UK, a peculiarly negative stereotype of ageing pervades. Despite the fact people over 50 represent 38% of the population, only 29% of TV adverts feature characters over this age. Just 12% are in lead roles. In an era where inclusivity is rightly high on the agenda, the marginalisation and misrepresentation of older people must s...

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Meeting Great Expectations: McDonald’s ‘Purposeful’ Plan for Change

Red Consultancy and Teneo

Every major business in the world entered 2021 facing a new reality of heightened expectations. Beyond growth, a new broader agenda across climate change, diversity and inclusion and workforce engagement emerged. These new urgent expectations were felt by banks, by energy companies and by retailers and keenly by the world’s biggest res...

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Our Food, Our Food System: The FutureFoodMakers and the Menu for Change

Greenhouse Communications

The food system needs a radical rethink to meet the demands of a growing global population in a healthy and sustainable way. Young people (18–24-year-olds) are vital to this transformation, yet many feel unable to access healthy, sustainable and affordable food. In response, Greenhouse developed and delivered the 'Our Food, Our Food Sy...

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Transport for All

VCCP

Executive summaryA flourishing public transport system is at the heart of any city’s ability to create an inclusive future. By providing equality of opportunity and access: low-cost and accessible travel enables more citizens to take part in the economic, cultural and educational benefits of city life. Sustainably-powered public transp...

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Upliftford

Agit8 Media and Pitch Marketing Group

The Objective:ASICS is the number one running footwear brand in Europe, with an average value market share of 31%.*However, ASICS’ market share in the UK at end of 2020 was the lowest in Europe, at just 20%. Our objective was simple. We needed to gain market share in the UK by making consumers aware of ASICS’ unique and highly differen...

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Best use of Celebrity and/or Influencers

Pantene Miracles Silky and Glowing

PrettyGreen

Pantene understands the Power of Hair on self-esteem, identity and self-confidence and wants this power to be felt by all. However, we identified an inclusivity problem. The visually impaired were under-served, overlooked, and misunderstood by the hair & beauty industry.From distinguishing a shampoo bottle from a conditioner, to using ...

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It's Raining Them

Talker Tailor Trouble Maker

Talker Tailor Trouble Maker (TTTM) created, re-wrote and launched It’s Raining Them by Mila Jam; a remake of the 80s smash hit and queer anthem, to be inclusive of trans and non-binary people, on behalf of global music streaming service Deezer, donating all streaming revenue to charity, Gendered Intelligence.

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Professor Dame Sarah Gilbert Announced as a ‘Barbie Role Model’ to encourage girls into STEM careers

Mattel UK Ltd

“My whole philosophy of Barbie was that through the doll, the little girl could be anything she wanted to be. Barbie always represented the fact that a woman has choices.” – Creator Ruth Handler.Barbie has been a lightning rod for conversation since its creation in 1959, and the brand has been on a journey since 2015 to connect meaning...

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Best Use of Creativity

#longlivetheprince

MHP Mischief

This omnichannel campaign put gaming at its heart to talk to a hard-to-reach audience of 16-25-year-olds about seeking the right path in life, no matter how difficult their circumstances.From the shadow of personal tragedy, Mark Prince set up a Foundation in the name of his son, Kiyan, a talented youth football player, who was stabbed ...

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Did you see it coming?

Surrey Police

Unless directly affected by Child Exploitation, many people may question what the topic has got to do with them. In isolation, warning signs aren’t always obvious or feel concerning enough to act on, meaning that it can go on beneath the radar. But hotel workers, taxi drivers, parents and schools (or indeed anyone that steps foot out i...

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#ThisIsAmazing

23red

The pandemic hit blood donations hard with active blood donors dropping to their lowest level for 25 years. NHS Blood and Transplant urgently needed to plug the gap by recruiting thousands of new donors, and so that the supply could be future proofed, they needed to be young and from every community.Our audience used social media avidl...

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Air Bubble

Saatchi & Saatchi

The Air bubble is an innovative use of a public space in one of Europe's most polluted cities. It was open to all for 6 months and received over 50K children.We combined architecture, biotechnology and science to create the world’s first air purifying playground. An installation designed to purify the air through play.The Air bubble co...

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Class Polish

W Communications

Agency: Creature

For the Social Mobility Foundation, W Communications created much needed awareness of a previously invisible pay gap by turning classism into ‘Class Polish’. Our subversive physical product and subsequent stunt triggered a 59% increase in employers agreeing to tackle the problem as well as forcing national media to cover a subject they...

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Shortlisted: Joy from Africa to the World

V&A Waterfront, The Friday Street Club, Corporate Image and Platform Creative

Two years ago, the V&A Waterfront in Cape Town questioned its approach to the festive season with a view to challenge age-old narratives. Why focus on Euro-centric concepts, like Santa Clause, and snow, and fir trees, and a world that did not look like ours? Why not an African Christmas that benefits local communities? Africa’s most vi...

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Best use of Digital/Social Media

The World Is Looking To You COP26

Iris

Frustrated by the lack of action on the Climate Crisis from previous COPs, and keen to ensure COP26 resulted in real commitments, Quadrature Climate Foundation (QCF) made a bold move. QCF purchased major outdoor media spaces – in Glasgow and at major transport hubs throughout the UK – from airports to train stations. This act effective...

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#ThisIsAmazing

23red

The pandemic hit blood donations hard with active blood donors dropping to their lowest level for 25 years. NHS Blood and Transplant urgently needed to plug the gap by recruiting thousands of new donors, and so that the supply could be future proofed, they needed to be young and from every community.Our audience used social media avidl...

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Accelerating restoration globally with the launch of the innovative science-based platform, Restor

Greenhouse Communications

We’re losing nature at an unprecedented rate – the most recent IPCC report states that 95% of the earth’s land will become degraded by 2050, due to unsustainable agricultural practices. Yet, nature is part of the climate solution and restoration is critical to help us absorb carbon from the atmosphere and build resilient rural communit...

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Eat Them to Defeat Them

Veg Power

Children in the UK aren’t eating enough vegetables. While traditional public health messaging around 5/day is well known, it hasn’t translated into increased veg intake. To help change this, Veg Power, the not-for-profit focused on increasing vegetable consumption in the UK, joined forces with iTV in 2019 and created The Eat Them to De...

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MSF UK & Crafted – Afghan Crisis Appeal

Crafted

Médecins Sans Frontières/Doctors Without Borders (MSF) has long had a presence in Afghanistan, but now, their help is needed more than ever. The struggling healthcare system is at breaking point after years of instability, lack of funding and devastating conflict.While international aid for Afghanistan has been withdrawn, life goes on,...

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Best use of Technology

Upliftford

Agit8 Media

The Objective:ASICS is the number one running footwear brand in Europe, with an average value market share of 31%.*However, ASICS’ market share in the UK at end of 2020 was the lowest in Europe, at just 20%. Our objective was simple. We needed to gain market share in the UK by making consumers aware of ASICS’ unique and highly differen...

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From Plastic Bottle to Prototype Brick

LEGO Group & Golin

Off the back of previously published sustainability targets, this campaign needed to maximise the value of a prototype launch to further establish the LEGO Group’s sustainability credentials with a non-technical audience. The campaign combined clear language and engaging creative to explain the innovation and impact on sustainability i...

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Public Sector

Best Environmental Cause Campaign

Turning the lens on food waste

LUX

Client: Zero Waste Scotland

"Zero Waste Scotland – Fighting climate change by the ClydeCOP26 – the UN’s Climate Change Conference – brought the world to Glasgow in 2021. Rubbing shoulders with the likes of Boris and Biden, key environmental culprits and champions would come face to face from across the world for a rare meeting of minds.For Zero Waste Scotland, it...

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Best Equality & Inclusion Cause Campaign

LADBible x Capita, The Army: A Solider Is A Solider

Lad Bible Group

Modern warfare demands skills that come with a more diverse makeup. The British Army's future depended on diversifying its workforce, but a huge talent pool – women – didn’t see the Army as an employer for them. In fact, ¾ of women thought they wouldn’t fit in there. From social to stock libraries to the Army’s own website, the intern...

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Hate Hurts Wales

SBW

Hate Hurts WalesOver 1,500 hate crimes were reported in Wales in 2019/20. “You don’t belong here, go back to your own country.” Shocking, but real abuse experienced by victims of prosecuted hate crime in Wales. It became our inspiration for our ‘Hate Hurts Wales’ campaign to tackle hate crime, calling victims, bystanders and everybody...

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Best Health Cause Campaign

COVID Vaccinations

MG OMD

April brought fresh hope for lockdown weary UK citizens: Covid vaccines finally hit the mainstream.The watershed moment had arrived: we needed to get 54million adults vaccinated as quickly as possible: Each with their own beliefs, covid risk perception, views on medicine, cultural backgrounds, and geographical challenges. This was a ma...

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#ThisIsAmazing

23red

The pandemic hit blood donations hard with active blood donors dropping to their lowest level for 25 years. NHS Blood and Transplant urgently needed to plug the gap by recruiting thousands of new donors, and so that the supply could be future proofed, they needed to be young and from every community.Our audience used social media avidl...

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56 Dean Street: PrEP Awareness Week Campaign

Anatomy

56 Dean St is a sexual health clinic in Soho, London, part of Chelsea & Westminster Hospital NHS Foundation Trust. Focusing on the LGBTQI+ community, they have a mission to take the shame out of sex and sexual health. They seek to change attitudes and behaviours to reduce transmissions and continue the fight against HIV. Despite the av...

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That Guy campaign

Police Scotland

On 30 September 2021, PC Wayne Couzens was sentenced for the rape and murder of Sarah Everard, sparking an outpouring of national anger and grief. Within ten days, Police Scotland’s That Guy campaign launched, seeking to change the narrative around sexual violence. It challenged young men to take responsibility for men’s violence.That ...

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Charity/NGO

Best Environmental Cause Campaign

The World Is Looking To You COP26

Media Bounty & Iris

Frustrated by the lack of action on the Climate Crisis from previous COPs, and keen to ensure COP26 resulted in real commitments, Quadrature Climate Foundation (QCF) made a bold move. QCF purchased major outdoor media spaces – in Glasgow and at major transport hubs throughout the UK – from airports to train stations. This act effective...

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A Global Plastics Treaty

Higginson Strategy

Plastic pollution is one of the world’s greatest environmentalchallenges. But despite global consensus that plastic is bad for the planet, measures to curb its impact have failed to have the impact intended.A unified and collaborative approach on a global scale is the only way we will push back against the plastic crisis. A GlobalPlast...

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Bihar, choosing tomorrow

LLYC

Bihar is a clear example of an unconventional communication strategy to start a social and media conversation about a persistent concern in society, especially among the youngest: climate change and the future of society. As data shows, 75% of young people think the future is horrifying and 56% of them think the world is condemned. Thi...

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Greenland to Glasgow

Frank

Melting sea ice and rising global warming is an urgent threat but out-of-reach statistics and jargon mean many are naive to the speed or severity of it. No ice, no life. To turn a distant problem into a visible threat and on mainstream media and consumer consciousness, and further up government agenda ahead of COP26, Frank worked with ...

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Million Mile Beach Clean

Greenhouse Communications

Client: Surfers Against Sewage

In March 2021, ocean conservation charity Surfers Against Sewage launched the Million Mile Beach Clean - the most ambitious plastic clean-up campaign ever attempted. As the country emerged from a dark winter and multiple lockdowns, the goal was to harness the British public’s renewed enthusiasm for nature and galvanise 100,000 voluntee...

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What Happens In The Arctic, Doesn't Stay In The Arctic

Franses

Humanity stands on the edge of an iceberg – a melting iceberg – because what happens in the Arctic doesn’t stay in the Arctic. With all eyes on COP26, our brief: how to give the Arctic a voice and bring the issues of the climate crisis in the Arctic to the global stage. Urgently, with a retina-burning image of reality. Cue Franses, wit...

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Best Equality & Inclusion Cause Campaign

Wethe15

FleishmanHillard UK

In an unforgettable year, one number stole attention away from the ubiquitous 2020... and that number was 15. Spearheaded by the International Paralympic Committee and International Disability Alliance, WeThe15 aims to advance the lives of the 1.2bn persons with disabilities – 15% of the world's population.Harnessing sport’s ability to...

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Letter from Santa

GOOD Agency and JAA

Children with vision impairment can feel isolated, particularly at Christmas, as they don’t always get to experience the magic of the festive season like their friends do. RNIB’s Letters from Santa campaign helps more children feel part of the festivities, while championing inclusion across the country.Led by a confident and charming 1...

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#BreakTheGlass

FCB Inferno

The odds of getting into a creative job are significantly lower if you are Black, Asian, from a minority ethnic background, from a working-class background, female, or disabled. Working alongside charity Arts Emergency, FCB Inferno set out to bring to life the barriers young people face every day.We employed a powerful metaphor, creati...

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Class Polish

W Communications

Agency: Creature

For the Social Mobility Foundation, W Communications created much needed awareness of a previously invisible pay gap by turning classism into ‘Class Polish’. Our subversive physical product and subsequent stunt triggered a 59% increase in employers agreeing to tackle the problem as well as forcing national media to cover a subject they...

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Tackling digital poverty with the world’s first databank: The O2 Data pledge VCCP and VMO2

VCCP

O2 are founded on the belief that connection is as vital to life as oxygen - a belief that gained precedence during the pandemic. Yet in the UK, 1.5 million homes have no access to the internet (Ofcom, 2021) – and this digital divide is growing.Living in digital poverty means not only isolation from friends and family, but from educati...

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Together We #BreaktheBias

Blue Hat

On International Women’s Day (IWD) 2022, Alnahda took part in the international set theme of #BreakTheBias. Alnahda is a Saudi nonprofit dedicated to empowering women socially and economically through the execution of different projects, and has been granted by the UN Economic and Social Council (ECOSOC) a special consultative status a...

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Best Fundraising Campaign

Raising £38million for the Afghanistan Crisis

John Ayling & Associates

A combination of events in 2021 brought Afghanistan to the brink of disaster. Even before the recent conflict, change of government and collapse of the economy, people were struggling to survive the worst drought in 27 years, the effects of years of conflict and the disruption caused by the pandemic. Now, chronic poverty and hunger hav...

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Livingness Live!

Creative Clinic

In what was Langdon’s biggest fundraising activation ever, ‘Livingness Live!’ was a crowd-funding campaign that raised over £1million in a focused 36-hour period. Built around the concept of ‘Livingness’, the campaign demonstrates how Langdon enables hundreds of young people and adults with learning disabilities and autism across the U...

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Best Health Cause Campaign

Draw the Line Against Malaria

Dentsu International

Malaria is the world’s oldest and deadliest disease and kills a child every two minutes. In 2020 the case for action became even more critical with predictions by the World Health Organisation that the pandemic could cause deaths related to malaria to double. Our research showed that we had to tackle normalised attitudes towards malari...

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This is Diabetes

Diabetes UK

Diabetes is the hidden condition. 4.9 million people live with it in the UK, and millions more misunderstand it. This is Diabetes shows what life is really like with diabetes, through the stories of the people who live with it, day in, day out. Our research revealed that a huge proportion of those affected by this complex condition fel...

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CoppaFeel! - Know Yourself

Fold7

CoppaFeel! exists to give all young people the best chance of surviving breast cancer, by ensuring that every case is diagnosed early and correctly. Critical to that is knowing it could happen. We wanted young people of all genders and ethnicities to know their own bodies better than anybody else. Because knowing your body and your “no...

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Hope After Stroke

Newsfeed PR & Good Broadcast

Newsfeed PR and Good Broadcast were challenged to raise awareness of and engagement with the Stroke Association’s ‘Hope After Stroke’ campaign. Working together, Newsfeed and the Stroke Association commissioned a unique piece of research to create a story which, bravely and boldly, did not speak about the physical impact of a stroke, b...

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Best Public Awareness Cause Campaign

#longlivetheprince

MHP Mischief

This omnichannel campaign put gaming at its heart to talk to a hard-to-reach audience of 16-25-year-olds about seeking the right path in life, no matter how difficult their circumstances.From the shadow of personal tragedy, Mark Prince set up a Foundation in the name of his son, Kiyan, a talented youth football player, who was stabbed ...

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1 Million Minutes

ITV, Good Morning Britain

Good Morning Britain’s 1 Million Minutes campaign to end loneliness was the most successful campaign to date, smashing all previous records when it returned for its sixth outing last December. The campaign was simple, calling on the public to pledge time rather than money and connect them directly, via the website, with charities looki...

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Chegg.org Global Student Prize

Apollo Strategic Communications

Students throughout the world during the pandemic have shown great strength, focus and determination to keep learning and keep fighting for their future. At the same time, these students will now be charged with helping to solve some of the greatest challenges in history – from climate change to global inequality to global pandemics.In...

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Lonely Not Alone

Effervescent

The universe goes on forever. Loneliness doesn’t have to.Lonely Not Alone is a Co-op Foundation campaign co-designed by young people, for young people. In 2021 the young co-design team set out to build something unique. Welcome to the Lonely Not Alone universe. “We built the Lonely Not Alone universe for ourselves, and for you. Here, ...

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What's Your #PowerToBe?

IFRC & SOCIAL SOCIAL

How do we create empathy for people who have had to flee conflict? How do we engage an audience tired of talking about a decade long war and millions of people impacted by it? Together with SOCIAL SOCIAL Berlin, the International Federation of Red Cross and Red Crescent Societies (IFRC) developed this social media-first awareness and p...

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Collaboration

Best Advocacy Campaign

Draw the Line Against Malaria

Dentsu International

Malaria is the world’s oldest and deadliest disease and kills a child every two minutes. In 2020 the case for action became even more critical with predictions by the World Health Organisation that the pandemic could cause deaths related to malaria to double. Our research showed that we had to tackle normalised attitudes towards malari...

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Financing Our Survival: Building a Nature Positive Economy Through Subsidy Reform

Greenhouse Communications

In February 2022, new research commissioned by The B Team and Business for Nature found that the world is spending $1.8 trillion on environmentally harmful subsidies (EHS) every year, effectively financing our own extinction. This year, policymakers will meet at the UN CBD COP15 to negotiate the Global Biodiversity Framework, which wil...

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Best Environmental Cause Campaign

Neat Streets

Hubbub, Ellipsis Earth, McDonald's and Barley Communications

Hubbub and Ellipsis Earth delivered an anti-littering campaign from March to August 2021 in Bournemouth, Christchurch and Poole (BCP), funded by McDonald’s and supported by Barley Communications. Ellipsis conducted the most scientifically robust litter survey ever in the UK using drone technology and AI.This data was used to develop li...

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Great Big Green Week

MHP Mischief

This creative media campaign by MHP Mischief on behalf of The Climate Coalition, raised awareness around Great Big Green Week and the climate agenda among target audience groups. By focusing not on conventional environmental storytelling, but on other areas of culture - such as sport, property, health and art - the campaign secured 906...

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E-Tadweer (Electronic Waste Recycling)

Vodafone Egypt

Vodafone Egypt has partnered with the Ministry of Environment, the United Nations Development Programme (UNDP), the Federation of Egyptian Industries, a start-up company on E-Tadweer application. The digital platform is an ecosystem that encourages members of the public to safely recycle electronic goods, provide incentives, creates jo...

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The World Is Looking To You COP26

Media Bounty & Iris

The COP26 Summit in Glasgow in 2021 was the planet’s final chance to avert a climate catastrophe. But here’s the thing. Some companies saw it as an opportunity to pull the wool over the world’s eyes.If we left them to it, it’d be nothing but an orgy of greenwashing. An avalanche of disinformation. A week-long corporate pat on the back....

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YouTube X The Wildlife Trusts

Don't Panic London

YouTube Originals created a new show, Seat at the Table, where climate activist and creator, Jack Harries, speaks to young climate change heroes about their ideas for a more sustainable future. Change requires different thinking - so to promote the show, we decided to turn the media plan on its head. We took the media budget usually re...

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Best Equality & Inclusion Cause Campaign

WeThe15

FleishmanHillard UK

In an unforgettable year, one number stole attention away from the ubiquitous 2020... and that number was 15. Spearheaded by the International Paralympic Committee and International Disability Alliance, WeThe15 aims to advance the lives of the 1.2bn persons with disabilities – 15% of the world's population.Harnessing sport’s ability to...

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Imagine Campaign

CPB London

Imagine a world where gender makes no difference. Perhaps we can, but how many of us truly think and live by that premise? Unconscious bias is still intrinsic in our society. We knew the best way to challenge that bias was to ask simple questions to make people think. Our campaign supported IWD’s #BreakTheBias theme, by asking people w...

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Lit in Colour

Forster Communications

Client: Penguin Books UK

Fewer than 1% of young people in England study a book by a Black, Asian or minority ethnic author at GCSE. This does not represent the rich diversity of contemporary publishing or the makeup of our society, with 34% of school-age students identifying as Black, Asian or minority ethnic.Lit in Colour is a partnership between publisher Pe...

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Safe Spaces Now - In Music

EIGHTY4RED

Call For Change. Be The Change. Inspire Change.Over 40% of women under 40 have experienced sexual harassment at a live music event.One of the fastest-growing, most progressive and culturally-significant UK festivals, Strawberries & Creem, partnered with UN Women UK to create a purposeful, non-profit, world-first ‘Safe Spaces Now - In M...

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Best Health Cause Campaign

It Starts With a Bra

Hearst UK

Hearst UK and Women's Health partnered up with Under Armour to inspire and motivate lower-income young women (aged 18-34) to get into fitness through understanding and addressing the specific barriers that stand in their way. The goal was to make exercise accessible and the campaign delivered, with lower-affluence young women feeling m...

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Brighter Journeys

23red and Sense

Railway stations. To the public they’re often seen as purely functional, designed only for utility. Anonymous and transient. And because of this they’re often a focal point for those suffering from a mental health crisis, with staff and passengers dealing with around 25 incidences a week across the network.Network Rail and the wider ra...

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Eat Them to Defeat Them

Veg Power and ITV

Children in the UK aren’t eating enough vegetables. While traditional public health messaging around 5/day is well known, it hasn’t translated into increased veg intake. To help change this, Veg Power, the not-for-profit focused on increasing vegetable consumption in the UK, joined forces with ITV in 2019 and created The Eat Them To De...

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VaxCam: A behaviour change campaign to get young Londoners jabbed

Ketchum

VaxCam was a pro-bono, proactive campaign from Ketchum UK and the Mayor of London to encourage young Londoners to get their Covid vaccination. The creative was simple: we reminded people of everything they love and miss about London, everything they could help bring back by getting a simple jab. By using entertainment, not fear, we saw...

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Best Public Awareness Cause Campaign

‘Small Talk Saves Lives’ behaviour change campaign

Eleven Marketing & Communications Ltd

We all have the experience needed to help save a life. A small, simple intervention can disrupt suicidal thoughts. The Samaritans, with a wide range of partners including Network Rail, created a national awareness campaign that made people aware of this - Small Talk Saves Lives.The ‘Small Talk Saves Lives’ behaviour change campaign has...

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The Right to Feel Good

Boots UK

As part of Boots UK’s ongoing commitment to its partnership with The Hygiene Bank, we launched the Right to Feel Good campaign to raise awareness and tackle the issue of hygiene poverty amongst school children in the UK, at a time when they were about to return to school after the summer holiday.Central to the campaign was research tha...

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Upliftford

Agit8 Media

The Objective:ASICS is the number one running footwear brand in Europe, with an average value market share of 31%.*However, ASICS’ market share in the UK at end of 2020 was the lowest in Europe, at just 20%. Our objective was simple. We needed to gain market share in the UK by making consumers aware of ASICS’ unique and highly differen...

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VaxCam: A behaviour change campaign to get young Londoners jabbed

Ketchum

VaxCam was a pro-bono, proactive campaign from Ketchum UK and the Mayor of London to encourage young Londoners to get their Covid vaccination. The creative was simple: we reminded people of everything they love and miss about London, everything they could help bring back by getting a simple jab. By using entertainment, not fear, we saw...

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We Salute You

23red

A young male driver aged 17-24 is four times more likely to be killed or injured on the road due to dangerous driving.They overcompensate for their inexperience, which gets worse when with their mates, by driving faster, taking risks, even being complacent about the driving conditions and situations – pretending that they’re better dri...

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Brand Led

Best Environmental Cause Campaign

IKEA The Sustainable Everyday

RAPP

BriefTo encourage IKEA customers to live more sustainable lives at home and achieve our goal of 70 million sustainable changes in the UK by the end of this year. That’s one change per UK individual, an ambitious target that would drive real change.StrategyChange at scale required many personal prompts throughout the whole year. Environ...

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Cook Clever, Waste Less

Mindshare UK

Hellmann’s became the beacon for the efforts to eliminate food waste by creating the first sustainability-led ad-funded programme in the UK to raise awareness of the scale of the issue and trigger behaviour change. The programme was produced by BBCS and commissioned by top UK broadcaster Channel 4.

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Air Bubble

Saatchi & Saatchi

The Air bubble is an innovative use of a public space in one of Europe's most polluted cities. It was open to all for 6 months and received over 50K children.We combined architecture, biotechnology and science to create the world’s first air purifying playground. An installation designed to purify the air through play.The Air bubble co...

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Recover-E

Envision Racing

Single-use plastic accounts for approximately 50% of the world’s plastic waste problem. The effects of single-use plastic on the environment are not only unsightly but can also be devastating to wildlife and ecosystems, with only around 9% entering the recycling process. This problem led to Envision Racing launching a partnership with ...

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Zalando x Smarts: House of Dagmar Collection Launch

Smarts

When it comes to impact on the environment, it’s very clear the fashion world needs to do better. For a consumer, it’s difficult to navigate the noise made around this by brands - which are genuinely green and which are, quite simply, greenwashing?Zalando – Europe’s leading online platform for fashion and lifestyle – is on a mission to...

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Best Equality & Inclusion Cause Campaign

The Liquid Billboard

Havas Media Middle East

On their mission to strive for inclusivity and closing the gender gap in sports, adidas created a new line of modest swimwear.However, while globally, 32% of women don’t feel comfortable wearing a swimsuit at a public beach or pool, in MENA the number is 88%. So, the availability of inclusive swimwear alone wouldn’t solve the problem. ...

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Pantene Silky & Glowing

PrettyGreen

Pantene understands the Power of Hair on self-esteem, identity and self-confidence and wants this power to be felt by all. However, we identified an inclusivity problem. The visually impaired were under-served, overlooked, and misunderstood by the hair & beauty industry.From distinguishing a shampoo bottle from a conditioner, to using ...

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Patent Pledge

Electronic Arts

There is nothing quite like the magic of video games. They have the ability to transport us to another place, another time or another world altogether. At Electronic Arts, our mission is to inspire the world to play. To live up to that mission we believe in creating games that can inspire and be enjoyed by all in equal measure. That me...

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Here To Be Heard: 10,000 voices to shape an inclusive society for all women

Revolt

At Mars, their purpose is defined as - the world we want tomorrow starts with how we do business today. And that means a world with inclusive societies. In 2021, their gender-focused, action-led program ‘Full Potential’ took another important step on that journey through the simple act of listening. We know women have the power to cont...

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Purple Tuesday

Purple and Barley Communications

Purple Tuesday is an annual call to action to organisations to take steps to improve the disabled customer experience and unlock the economic potential of the ‘Purple Pound’ – the spending power of disabled people and their families worth £274 billion a year in the UK. It is also a celebration of the improvements that organisations hav...

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Best Health Cause Campaign

INTENSIVÃO DA PPK "VAGINA ACADEMY"

AnalogFolk

Many taboos have been lifted since Canesten came onto Brazilian market 50 years ago. But openly discussing the topic of vaginal health isn’t one of them. With this in-mind, Canesten challenged us to create and roll out a new global brand purpose: to help people set themselves free from the shame and discomfort caused by intimate infect...

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#LindaFam (Protect your family)

Shujaaz Inc

#LindaFam: Activating 4,500+ micro-influencers to build confidence and uptake of the COVID-19 vaccine among 9.2m young East Africans Run by Nairobi-based Shujaaz Inc, Shujaaz is a multimedia platform that uses the power of storytelling to drive positive social and behavioural change. Reaching 9.2m 15-24 year olds across Kenya and Tanza...

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Britain Get Talking

ITV

ITV’s Britain Get Talking campaign has focused on getting the nation to talk more, because the more we talk the better it is for our mental health. In 2021 the pandemic had left its mark on the mental health of millions of people, and we realised we needed to do something more. We shifted our focus from encouraging more conversations t...

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MTN Share Kindness

Magna Carta Reputation Management Consultants

Always committed to helping where needs are greatest, MTN South Africa’s Share Kindness, which ran in October (being Depression and Mental Health Awareness Month) and November 2021 (with World Kindness Day on 13 November), saw South Africans leave painted rocks carrying powerful messages of hope, in public parks, trails and paths where...

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Otrivin Actions to Breathe Cleaner

Hill+Knowlton Strategies

Otrivin exists to release the wonders of breathing well. Yet 93% of children breathe polluted air every day, and air pollution is now considered the world's largest environmental health threat.But it’s an invisible threat and not enough action is being taken by people to mitigate the health impact. The Actions to Breathe Cleaner campai...

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Best Public Awareness Cause Campaign

Everyone.connected - How Vodafone is helping create a digitally inclusive society.

Carat UK, Ogilvy and Vodafone

Over 1.5m households (6% of the population) in the UK have no access to the internet. Yet, alarmingly, one-in-five Brits were unaware of the issue. Digital access and skills are essential to enable people to participate fully in an increasingly digital society, and digital exclusion is inextricably linked to wider inequalities in socie...

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BT Big Sofa Summit

Pitch Marketing Group

Setting the Scene BT connects millions of people, homes, businesses, towns and cities, shaping and enabling how we all live, work and move. BT’s ambition is to use that unique position for good and to become a catalyst for a smarter, greener future. 2021 was the year of COP26 which provided BT with the platform to engage the public wit...

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Dove Reverse Selfie

BCW

The pressures of social media and selfie culture is damaging girls’ self-esteem with 85% of UK females admitting to using a photo-retouching app before the age of 13. More screen time during the pandemic has only made the problem worse. In response to this crisis, BCW delivered Dove’s Reserve Selfie PR Campaign in the UK, leveraging em...

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You Can Foster (Winter 2021)

Fostering Hampshire Children & Hampshire County Council

Fostering Hampshire Children’s 2021 Winter campaign was a pioneering campaign aimed to raise awareness of Hampshire County Council’s fostering service and galvanise Hampshire residents to become foster carers in their community – a much needed ask considering more than 1,600 children are in the care of Hampshire County Council at any o...

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‘Twas The Night Before Video Games

Electronic Arts

We are committed to ensuring that our players have a positive, fun, fair and safe play experience. And with a third of parents across the UK considering video gaming gifts for their children during the previous festive season (2021) we felt a responsibility to make them aware of a simple, yet effective way parents can promote a safe an...

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Organisation

Agency of the Year

Kindred

We launched our mission to deliver positive change for the planet and its people in 2018: we wanted positive change to guide who we worked for, how we work and how we support our team. We’ve been working to steadily put positive change at the crux of every aspect of our agency ever since. In the past 12 months we’ve realised this goal,...

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89up

89up was founded with a clear mission: to create a powerful integrated communications agency for the world's most important causes. We campaign for great causes, build technology, tackle complex problems and inspire action. We’ve worked with everyone from Greta Thunberg to Edward Snowden, campaigning on everything from the climate cris...

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Ketchum UK

Ketchum

At Ketchum we aim to be the most diverse and inclusive consultancy in the UK, doing work that matters. In 2021, we achieved this goal. Now we’re determined to accelerate our progress. Why? Because diverse and inclusive organisations are commercially more successful, and their people are happier and more engaged. In 2021 we delivered do...

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Newsfeed PR

Newsfeed PR exists to help mission-driven organisations make meaningful change through their communications. In short, we like to do good work, for good brands and good people. We have built an agency that is famed for ideating and executing campaigns for good, and since our inception five years ago we have raised over £10million for g...

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Porter Novelli

‘First-mover’ status can be a hindrance if you don’t stay ahead of the game. This was our challenge. As one of the first agencies to be built around purpose, we had to reinvent our purpose-led proposition to maintain relevant in today’s world. This meant not just reviving the business, but completely transforming it. It took everything...

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Brand of the Year

Bambino Mio

Since the beginning (1997), Bambino Mio have strived to raise awareness of the many benefits that reusable nappies have on our environment, finances and baby’s health, by educating consumers, retailers, governments and policy makers around the world.Sustainability is at the heart of everything we do and we’re focused on our mission to ...

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ITV

As the UK’s largest commercial public service broadcaster, reaching millions of people every day, ITV has the opportunity to change minds and behaviours, using its creativity, content and channels to inspire positive change in the wider world. ITV is committed to being “More Than TV”: going beyond just making TV programmes to making a ...

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