Shortlist 2025

BRAND LED

BEST ADVOCACY CAMPAIGN

Advocacy Strategy for the March for Clean Water

Seahorse Environmental

Client: River Action

Just a few years ago, river pollution was rarely mentioned in UK media and it simply wasn’t seen as a public priority. This has all changed since Seahorse was approached by former Teneo Chairman Charles Watson in 2021 with the intent to hold water companies and industrial polluters to account for destroying our precious ecosystems. Fro...

DontViolateMe! – Rise Up Against Revenge Porn

Burson Italy

Client: Motorola

Motorola, committed to social responsibility and women's rights, launched the "DontViolateMe!" campaign in Italy to combat the growing issue of revenge porn among Gen Z. Recognizing a lack of awareness and understanding of the risks and legal implications, Motorola partnered with Telefono Rosa and the State Police to educate and empowe...

Putting the Power of Language into the Hands of Deaf Children

manifesto

Client: British Deaf Association

manifesto partnered with British Deaf Association (BDA) to launch a high-impact advocacy campaign, calling for free British Sign Language (BSL) tuition for families of newly diagnosed deaf children. With 90% of deaf children born to hearing parents, many face significant barriers to communication, causing language deprivation and long-...

The Rise of the Aggro-rithm

Tin Man and Nice & Serious

Client: Vodafone

Misogyny is dramatically rising amongst young boys, fuelled partly by influencers like Andrew Tate. But also, AI powered algorithms are pushing more and more of this dangerous content to boys online and impacting impressionable young minds. The problem is, AI-powered algorithms are an invisible force and their impact is almost im...

The Unwelcome Home

Weber Shandwick

Client: IKEA

Over 150,000 children are homeless in temporary accommodation in England. Many families have spent months and even years living in damp, infested, cramped, overcrowded and unsafe conditions. In an innovative advocacy effort, IKEA and its long-term partner Shelter joined forces to tackle this pressing issue with the aim to influence ...

Carbon Admissions: We Don't Know What We Don't Know

Woosah

Client: Equity Energies

Inspiring more open and honest conversations to advance UK Net Zero progress: The Carbon Admissions campaign, developed by Woosah for Equity Energies, highlighted a critical challenge faced by UK organisations: the gap between Net Zero ambition and ability to deliver on it. The campaign tapped into the disconnect between Net...

How to Fight Wildfire with Fire

BBC StoryWorks Commercial Productions

Client: Gordon & Betty Moore Foundation

The recent spread of devastating wildfires in Los Angeles in January 2025 has reiterated the impact of climate change on the intensity and frequency of wildfires. The growing threat of destructive and uncontrollable wildfires is affected in part by a century of fire suppression and fuels accumulation, increasing development in the wild...

Hyper-local, Huge Impact: Protecting UK Waterways and Heritage

Tug Agency

Client: Canal and River Trust

Canal & River Trust is a charity protecting our heritage sites, keeping a network of over 2,000 canals and their wildlife alive. Our Summer Campaign tapped into the seasonal use of canals and rivers, leveraging it to drive key messaging and donations. We reached audiences using Paid Social, Programmatic Display and Video, TV, and OOH a...

I Came by Train x Brentford Football Club: Getting the Bees on board

Trainline

The irreversible impact of climate change looms over us and transport remains the UK’s biggest contributor to carbon emissions. As a business with empowering greener travel choices at its heart, Trainline, through its unbranded purpose platform ‘I came by train’, saw an opportunity to play an influential role in the climate change conv...

Material Change

Headland

Client: DS Smith

DS Smith and Headland’s Material Change campaign positioned the company as a sustainability leader, in turn driving commercial success. By building a relentless press office machine and launching the groundbreaking Material Change Index, the campaign continuously exposed the overreliance on plastic in consumer industries, calling for t...

The Secret Life of The Next Generation

Channel 4

Client: E.ON Next

The climate crisis is one of the biggest challenges of our time, but for many—especially young people—it can feel overwhelming. Eco-anxiety is on the rise, and the conversation around sustainability is often dominated by fear rather than action. E.ON Next and Channel 4 set out to change that. By reimagining the much-loved Secret Life...

Meet Your Digital Self

Zeno London

Client: Lenovo

Lenovo used their wide range of technology to bring 2 people’s online world to life. Our research showed that Gen Z feels a divide between their on and offline world. 49% ‘only feel comfortable expressing themselves online’, leading to mental health issues like social anxiety. So, Lenovo created 2 digital avatars that could have...

Silent Night, Gentle Light

Sky Kids and PrettyGreen

Sky Kids needed to drive fame for their original programming in an overcrowded world of kids’ streaming. Sky Kids already had a superpower – inclusive storytelling, tackling topics others don’t. So, with a fraction of the budget of the big streamers, PrettyGreen and Sky spotlighted Ready Eddie Go! Christmas, a festive special of the se...

The Open Kitchen

Deliveroo

Client: The Romans

Ever worked in a kitchen? It can be tough. Some of those stereotypes you see on TV often ring true. And for LGBTQIA+ chefs, the harassment, intimidation and, well, screaming, is a lot worse. Launched with London’s top LGBTQIA+ chefs, The Open Kitchen was designed, staffed and launched through the Deliveroo app - creating a safe spac...

Unsilence the Crowd

VML UK

Client: Sela x Newcastle United

Sela, the Royal National Institute for Deaf People (RNID), and Newcastle United joined forces for "Unsilence The Crowd" — a revolutionary campaign making football more accessible for deaf fans. This world-first, integrated haptic technology into NUFC shirts, translating the live stadium atmosphere into real-time touch vibrations. ...

Welcome to Greenflag

Cloudfactory

Client: Sumsub

627 million people are unjustly excluded from digital services like financial platforms, education, healthcare, and employment—essentials that many take for granted. That can be caused by overly risk-averse verification systems that penalise simple things like minor ID discrepancies, digital literacy gaps, physical appearance changes, ...

World Unseen

VML UK

Client: Canon

Canon believes that everyone should be able to experience photography. But what if you can’t see it? There are 2 million people living with sight loss in the UK. When it comes to experiencing photography, they’re left in the dark. World Unseen is the photography exhibition you don’t need to see: an immersive experience for blind...

Building Happier Futures

John Lewis Partnership

In 2022, we created the Building Happier Futures (BHF) programme which aims to create opportunities for, and harness the talents of, care-experienced people. We were struck by the inequalities that people who’ve experienced care can face; such as being more likely to be made homeless than to go to University (Becomecharity.org.uk). ...

Here for Every Cat’s Journey

JAA and 11London

Client: Cats Protection

In 2024, cat abandonment rose by over 30%, a heart-breaking correlation with the cost-of-living crisis. Cats Protection faced an urgent challenge: raise vital funds to care for abandoned cats while continuing to embed its new brand identity just a year after launch. To achieve this, we created a fully integrated campaign that co...

#MyLittle... Sharing Stories of Pregnancy Loss

Hunter: UK

Client: Little Santi Designs

How can a brand help validate the emotions felt following miscarriage? Society gaslights us into believing we can’t mourn pregnancy loss. Despite being shockingly prevalent (more than 20% of pregnancies end in miscarriage), many grieve silently to protect others from social awkwardness. Small business owner, Jess Roberts,...

Alzheimer's Intelligence

Zeno London

Client: Lenovo

Most of us think of Alzheimer’s as a slow, progressive, life-limiting disease that narrows human horizons, ending in a distressing death for sufferers and carers alike. Yet there are 55 million people* around the world living with some form of dementia today and 30 million new cases* diagnosed every year. Despite more people living wit...

Becoming Brave Together

BBC StoryWorks Commercial Productions

Client: Maybelline New York

Globally, mental health is in crisis, and its impacts are universal. From stigmatisation in communities to lack of access to mental health resources, millions of people are navigating unaddressed psychological distress. Maybelline New York launched the Brave Together programme in 2020; an initiative which works to improve access to men...

Break Through and Be Heard

Teamspirit

Client: Bupa

Young people in the UK have greater mental health issues than ever before. 1 in 6 of those aged 5 to 16 have experienced a mental health problem, up from 1 in 19 in 2017. Yet young people, and their parents, can struggle to talk about their mental health. Nearly 1 in 5 young people said they felt excluded at some point because they wer...

Bupa Picture of Health

PrettyGreen

Client: Bupa

Despite strong brand awareness, Bupa is known to many as a health insurer. But as a leading global healthcare brand, Bupa has a much bigger purpose to help people live longer, healthier, happier lives and make a better world. In a year that the world’s attention was turning to an epic ‘summer of sport’ anchored by Paris 2024, Bup...

Second Chance Campaign

Fearless PR

Client: GenesisCare

Women who have survived breast cancer feel they have been given a ‘Second Chance’ at life. But what if this ‘Second Chance’ is threatened by a secondary illness that they weren’t expecting? On behalf of our client GenesisCare, we designed an educational PR campaign to empower people to make the most of their ‘Second Chance. Our a...

Awareness Campaign

Red Stone

Client: St Mungo’s

St Mungo’s, a homelessness charity, sought to improve brand awareness and correct misattributions of its work to other homelessness charities. Following our brand development project, they appointed us to create a n awareness campaign to capitalise on the charity’s presence on the streets and ensure they became synonymous with homeless...

Empowering a Pan-European Audience to Stop the Spread of Misinformation

Toaster

Client: Jigsaw and Google

Jigsaw — a unit of Google — set out to protect users across 27 European countries from misinformation. By educating at-risk audiences on three key manipulation tactics — scapegoating, decontextualisation, and discrediting — they aimed to build resilience against online deception. “Prebunking” — a proven method to inoculate audiences ag...

The Campaign We’re Not Supposed to Talk About

RAPP

Client: Sangeeta Pillai, Masala Podcast

Masala Podcast is a platform for South Asian women to discuss the many taboos in their culture. Like sex. Sexuality. Patriarchy. Duty. Periods. Menopause… The list is endless. Not being able to talk about these issues can cause serious mental health problems, or worse. We were tasked with raising awareness among South Asian wome...

The Unwelcome Home

Weber Shandwick

Client: IKEA

In a groundbreaking initiative to raise public awareness about child homelessness, IKEA and their long-term partner Shelter, shone a light on the dire conditions faced by over 150,000 children living in temporary accommodation across England. Families endure months, even years, in damp, infested, and overcrowded environments. The "Unwe...

BEST ADVOCACY CAMPAIGN

#ValueOurLove Campaign

Kinship

Kinship is the leading kinship care charity in England and Wales. We're here for kinship carers - friends or family who step up to raise a child when their parents aren't able to. Kinship care keeps vulnerable children out of the care system and significantly improves the child’s long-term outcomes in education, health, and well...

Prescribe Life

The MND Association

The Prescribe Life campaign, led by the MND Association and worked on in collaboration with agency partners Texture and Torchbox, aimed to influence the National Institute for Health and Care Excellence (NICE) to reconsider its decision on the appraisal of Tofersen, a life-changing drug for those with SOD1 MND. The strategy comb...

Real Face of Men’s Health

Future Advocacy

Client: Movember

In 2024, Movember UK set out to secure a government commitment to create and implement the UK’s first Men’s Health Strategy, addressing the alarming statistic that 2 in 5 men die prematurely before the age of 75. This marked a pivotal opportunity for Movember’s newly established public affairs team to influence the incoming Labour gove...

The Bridge of Trust

Avidly

In the face of the war in Ukraine, The Bridge of Trust, a Finnish non-profit voluntary initiative, launched an ambitious advocacy movement by physically bringing 100+ global investors from 15 countries by land – since there are no flights – to Ukraine’s largest tech conference, to connect with innovative Ukrainian startups ready to bui...

Unfairways.com

Eleven

Client: Oxfam

Luxury travel is rarely seen as anything other than aspirational, yet its true cost on the planet is staggering. That’s the critical message we helped deliver in collaboration with Oxfam in a bold new film taking a hard look at the environmental toll of the super-wealthy’s high-flying lifestyles. Our film ‘Unfairways.com’ ...

Benedict Lumberjack

Make My Money Matter

Shockingly, research reveals that an estimated £300 billion of UK pension investments are directly linked to deforestation, yet most people have no idea where their money is being invested. Make My Money Matter is a not-for-profit organisation that encourages people to shift their pensions into more ethical, future-facing industries. ...

Bring Your Own Cup

Hubbub

3 in 4 of us own a reusable cup, yet only a third of us say we use it at least once a month, and in the UK, we get through a whopping 8.2 million disposable cups every day (WRAP) with only 4% getting recycled. Most disposable cups end up in the regular bin - or worse, contaminate other recycling - because they contain a plastic lining ...

Cap Plastic Now

Jory&Co

Plastic is a global pollution problem. Recycling alone won’t solve it. That’s because plastic comes from oil, and is deeply tied to the fossil fuel industry. On current plans, plastic production will at least double by 2050, and be one of the largest drivers of oil demand and carbon emissions. In 2024 as the world gathered to de...

Cigarette Butts are Rubbish

VCCP

Client: Keep Britain Tidy

This is a story about how one small, persistent duck was able to change minds and behaviours among one of the most notoriously hard to reach audiences: heavy smokers. It’s a story about how Keep Britain Tidy, a leading environmental charity, transformed its approach to communications in order to drive sustained positive change. ...

Dove Real Harm: A Greenpeace Brand Attack

Pentagram

Client: Greenpeace

For 20 years Dove have styled themselves as a champion of women and girls, promoting body confidence with their Real Beauty campaigns. But they hide a toxic double standard. Every day, Dove floods the planet with millions of items of throwaway plastic. It is choking our oceans, killing wildlife, and fuelling unprecedented enviro...

Peoples Climate Vote

Browning Environmental Communications

Client: United Nations Development Programme

At a time of skyrocketing inflation and global conflict, how could the UN Development Programme (UNDP) keep the climate catastrophe front-of-mind with policymakers amidst competing political priorities? The “Peoples’ Climate Vote” gave voice to the world’s citizenry, who seized on the opportunity to call on their leaders for acti...

Be Helpful

GOOD Agency

Client: RNIB

Only 17% of blind and partially sighted people say they can navigate the streets independently, which has a huge impact on quality of life. But it’s not sight loss conditions that are presenting barriers. It’s other people. Leaving obstacles on the pavement without thinking or helping appropriately, without asking first. RNIB se...

Disability: Ask Don't Assume

MG OMD

Client: Government, Office for Equality and Opportunity

Negative attitudes and assumptions from non-disabled individuals can severely impact the lives of disabled people – affecting their employment, career progression, education, and social participation. A common issue is offering help based on assumptions rather than actual needs. To combat this, our campaign encouraged non-disabl...

It Does Matter

Royal National Institute for Deaf People

RNID’s ‘It does matter’ campaign aims to change negative attitudes and behaviours towards people who are deaf or have hearing loss. Research shows that over two thirds of deaf people and people with hearing loss have experienced negative attitudes or behaviours in the last year. And over half report that people tell them ‘It doe...

Name The Bias

People Like Us

The #NameTheBias campaign addresses systemic barriers to career progression for ethnic minority professionals. Groundbreaking research, unveiled in Parliament, exposed the widespread bias affecting diverse professionals at every career stage. A compelling spoken word performance and expert insights brought the issue to life, resulting ...

Stand for Change - Digital Assembly

Flow Creative

Client: Trussell

Child poverty in the UK is at its highest in 30 years, with a reported 11% of secondary school children nationwide skipping a meal at least once a week due to financial pressures. Trussell (Formerly Trussell Trust) is the UK’s leading anti-poverty charity. They run a community of food banks providing practical support to people ...

The Visibility Report – Accelerating Change Within Women’s Sport

Women's Sport Trust

Women's Sport Trust (WST) is a pioneering and visionary charity which has been at the forefront of driving change within women’s sport for more than a decade. Focused on raising the visibility and commercial viability of women’s sport in the UK, our role is to understand the barriers that are stopping women’s sport from achieving its p...

Unlock the Everyday: A Global Campaign to Improve Access to Assistive Technology

Grayling UK

Client: ATscale

Assistive products — such as wheelchairs, prosthetics, glasses, hearing aids and digital devices – transform lives. But in low-income countries, only 10% of people can access the assistive technology (AT) they need. Unlock the Everyday is a global campaign aimed at raising awareness of the millions of people who lack access to A...

All Mos Save Lives

Splendid Communications

Client: Movember

This Movember, we set out to eliminate ‘no mo FOMO’, raising awareness for the charity’s annual mo growing challenge by celebrating the lifesaving power of all mos - from patchy beginnings to glorious bushy taches. A departure from Movember’s usual style, the idea formed from research showing that more than one in three Brits saw not b...

Big Give Christmas Challenge 2024

Big Give with Soho Communications and Shape History

Big Give, the UK’s largest match funding platform, has transformed charitable giving since 2008, enabling over £345 million to be raised for 19,000+ charity projects. By matching public donations with funds from philanthropists, corporations, and foundations, Big Give empowers charities to double donations and double their impact. ...

Every Second Counts

Crafted

Client: Médecins Sans Frontières

Every Second Counts. You can buy us vital time. That was the message that helped us raise £1.9million in digital fundraising. A message that was brought to life with first hand accounts from doctors supporting MSF’s trauma response on the frontline. Reinforced with impactful statistics underpinning how critical their work is. “Ev...

NSPCC: Ready For Every Question 2024

Open Creates

Client: NSPCC

NSPCC is the UK’s leading children’s charity, with Childline being a household name for adults and a lifeline for thousands of children each year. Childline is the only service available to children 365 days a year, 24/7, to give children somewhere to turn to when they need it most. In a challenging fundraising environment, NSPCC...

The Empty Plate Emergency Appeal

The Felix Project x JCDecaux Community Channel x The Maverick Group

The Empty Plate Emergency Appeal was a powerful awareness and fundraising campaign developed by The Maverick Group and executed by The Felix Project, significantly enhanced by JCDecaux UK’s extensive media support. Amidst the ongoing Cost of Living Crisis, the campaign effectively raised awareness of food poverty in London using the st...

The People Who Believed In Me

DTV Group

Client: Care International

“The People Who Believed In Me” is a fundraising campaign co-created by the fundraising agency DTV Group and the charity Care International, launched in 2024. The campaign was created to promote an innovative and empowering form of fundraising through the charity's LendWithCare microloans scheme. ‘The People Who Believ...

A Commercial Break

Bite Back

Every year, UK children are exposed to 15 billion junk food ads online. We’re surrounded by junk, everywhere from our high streets to our screens. For too long, Food Giants have been putting their profits over our children’s health. 1/3 now leave Primary School at risk of future food-related illnesses. Bite Back's young campaigners are...

CPR Bra

Revolt, Fight or Flight

Client: St John Ambulance

Research from St John Ambulance shows that 1 in 3 people are afraid to give CPR to a woman because they are worried about touching breasts, and because of her gender, a woman is less likely to receive CPR in public than a man. Our ambition for the campaign was twofold: raise awareness of the gender disparity and show that training is t...

Dementia: Behind Closed Doors

Alzheimer's Society

Around 1 million people are living with dementia behind closed doors. Thousands of families are left to cope alone with its devastation, feeling overwhelmed, unsupported and isolated as they pick up the pieces where health and social care is failing them. Featuring the likes of Vicky McClure, David Baddiel and Anna Richardson, a...

Every Last drop: Fuel Up to Fight Prostate Cancer

Inizio Evoke

Client: Orchid

The ‘Every Last Drop’ campaign redefined prostate cancer awareness by meeting audiences where they least expected it – at petrol stations. Funded by a Takeda grant and Astellas sponsorship, our modest yet highly focused budget was strategically deployed to deliver maximum impact through high-visibility, cost-effective placements such a...

Just a Period: Calling Time on Painful & Heavy Periods

Stirred Health

Client: Wellbeing of Women

Wellbeing of Women in partnership with Stirred launched a transformative campaign to promote a new Period Symptom Checker, shining a light on the critical yet often overlooked issue of painful and heavy periods. The Period Checker was launched at a prestigious parliamentary event on 11 February 2025, communicating the urgent need for t...

Make Health Equal

Health Equals

Health Equals is a coalition of 27 organisations fighting for one urgent cause: to Make Health Equal. In the UK, life expectancy varies by up to 16 years depending on where you live—an invisible injustice that needs national attention. With the 2024 general election looming, we saw a rare opportunity to turn public awareness into...

The Real Face of Men's Health

Bicycle London

Client: Movember UK

On average, the loss of a man touches the lives of 135 people in the UK. Despite progress made by Movember and others over the last 20 years, there's still a long way to go to improve men’s health. Movember needed to reframe the conversation around men’s health among not just men, but those affected by it. Showcasing to politicians in ...

A Prescription for Nature

WWF UK

We know that when people feel emotionally connected to nature, they’re more likely to care for it, and take action to restore it. The scientific evidence also shows us that connecting to nature can do wonders for our mental health. So, by encouraging people to make a habit of spending time with nature they could get a great boost to th...

Crushed by a Million Pressures

Livity

Client: YoungMinds

Launched on the day it was announced that mental health referrals had topped 1 million for the third consecutive year, the campaign ‘Crushed by a Million Pressures’, a partnership between leading youth mental health charity YoungMinds and Livity, couldn’t have been more urgent. The campaign culminated in an attention grabbing art insta...

Fair Shot

Refugee Council

Fair Shot is a social media campaign that bring football fans around the country together, celebrating a shared love of the game to create connection and raise awareness about the experiences of refugees in the UK. No matter where we're from or the challenges we've faced, football is something that can bring us together and help us see...

Heirlooms

VML UK

Client: Suicide & Co.

Suicide can echo across generations. In the UK: 36,000 people are bereaved by suicide every year. 1 in 3 of them will have suicidal thoughts. 1 in 10 of them will attempt to take their own life. As the devastating statistics show, when you lose a loved one to suicide, you’re more at risk of dying by suicide. ...

Kind Sparks

Kindred

Client: RSPCA

The RSPCA has campaigned for many years to increase awareness and education around protecting animals from fireworks but is often blamed for ruining people’s ‘fun’. We were tasked with making audiences who buy and use fireworks think - and act – differently, without making them feel guilty for their choices. Realising the challe...

Let's make a plan

National Debtline

Client: National Debtline

Approximately 8 million people in the UK could benefit from debt advice. Through National Debtline, we provide free, independent, impartial debt advice to people struggling with problem debt and the cost of living. Until 2023, National Debtline didn’t have the capacity to answer the number of calls we received. New funding presented a ...

No Second Chances

Golley Slater

Client: Transport for Wales

By 2024, the installation of eco-friendly Overhead Line Equipment (OLE) along the railways of South Wales was underway. This project would be great news for everyone…well, apart from teenage boys, that is. Before 2022, there were on average around 1000 cases of teenagers trespassing on railway lines around the valleys every ...

BEST ADVOCACY CAMPAIGN

Missed Birthdays

CALM and ITV x Hope&Glory and adam&eveDDB

CALM “Missed Birthdays” was a spectacular installation designed to raise awareness of suicide – each of the 6,292 balloons marked the birthday a young person missed because they died by suicide. It drove 220 pieces of coverage, delivering over 350 million Opportunities to See through editorial coverage. 23,000 people shared the i...

Seen but Not Heard: Improving Access to NHS Care for Patients with Sight and Hearing Loss

Connect x Specsavers

This year’s Purpose Best Advocacy Campaign Award should go to Specsavers. Untreated sight and hearing loss costs the UK economy £62 billion, and costs patients their independence, health and happiness. Our UK-wide campaign sought to improve access to NHS care for patients with sight and hearing loss, ending a post code lot...

The IQOS Illusion: Exposing a Global Cigarette Company's Covert Science and Influence Campaign

Tobacco Control Research Group at the University of Bath x Vital Strategies

Leaked documents suggest that Philip Morris Japan, a subsidiary of Philip Morris International (PMI), the world’s largest tobacco company, used problematic practices to manipulate science to promote IQOS, its’ controversial heated tobacco product (HTP). The Tobacco Control Research Group at the University of Bath and the Vital St...

The Unwelcome Home

IKEA x Shelter

In a powerful demonstration of collaboration, IKEA and its long-term partner Shelter united to address the urgent issue of child homelessness in England. With over 150,000 children living in unsafe, temporary accommodations, the campaign sought to influence government policy by advocating for the construction of 90,000 social rent home...

Together for the Ocean

Greenhouse Communications x Duna Films and Hiyield

The ocean is our life support system - producing half of the Earth's oxygen, regulating our climate, providing a home to diverse wildlife and sustaining the livelihoods of coastal communities. But only 8% is currently protected and ocean threats are multiplying. Adopted under the Global Biodiversity Framework, 30×30 is a global t...

Do it Better Than Jimmy

JCDecaux x Madrid Metro, Tribaldata and Reforesta

Our “Do It Better Than Jimmy” campaign masterfully turned Madrid’s Metro corridors into catalysts for climate consciousness, proving that impactful change doesn’t require massive budgets—just the right mix of creativity, collaboration, and technology. With just £10k, the campaign engaged over 24 million Metro users through 381 si...

Fleet Street Quarter Climate Festival

Fleet Street Quarter Business Improvement District

As a fast-growing business district, Fleet Street Quarter tasked SEC Newgate UK to help it position itself as a leader in sustainable urban development. The result was the Fleet Street Quarter Climate Festival 2024, a flagship event during London Climate Action Week, delivered in partnership with SEC Newgate UK and the Fleet Street Qua...

I Came by Train x Brentford Football Club: Getting the Bees on board

Trainline x Brentford Football Club

Saving Jane

Make My Money Matter x Global Witness and Global Canopy

Charity creative agency REWRITING EARTH partnered with Make My Money Matter, Global Witness and Global Canopy to use the power of storytelling to raise public and media awareness for the link between pensions and deforestation, to put pressure on the pensions industry to drive change and take more ambitious steps on climate change. A...

Saving the 'Tuxedo Torpedoes'

The Prophets

The African Penguin, affectionately named the ‘Tuxedo Torpedo,’ is on the brink of extinction. Once numbering in the millions, its population has plummeted by 97% due to overfishing, habitat loss, and climate change. By 2035, this iconic species could disappear from the wild unless immediate action is taken. Blue Marine Foundation, a...

Black In Business

Lloyds x Channel 4

Black-owned businesses in the UK face disproportionate barriers to success, with only 0.24% of Venture Capitalist funding reaching Black entrepreneurs and 33% struggling to gain belief in their ventures. Recognising this injustice, Channel 4, in partnership with Lloyds, launched Black in Business—an initiative designed to break down ba...

Dive In Festival 2024: A Sustainable Future - The Next 10 Years

The Wilful Group x Inclusion@Lloyd’s

Celebrating its 10-year anniversary, Dive In Festival 2024 reaffirmed its position as the world’s largest diversity and inclusion (D&I) festival in the insurance industry. Since its inception, it has driven measurable change, increasing female leadership to 35% (from 27% in 2019) and ethnic minority representation to 9% (from 5% in 201...

Meet Your Digital Self

Lenovo x Shout from Zeno

My Maiden Speech

Speaker's Trust x SEC Newgate UK

Many young people, particularly from underprivileged backgrounds, lack access to public speaking training, limiting their ability to confidently express their views. SEC Newgate UK partnered with Speakers Trust to launch My Maiden Speech, a public speaking competition designed to empower students, enhance their communication skills, an...

Trick or Treat: The BSL Edition

National Deaf Children's Society x Cadbury Fingers from Tin Man

Not all heroes wear capes. Some wear crocs and live in a quiet community in Worcester. Or so we found out during our most ambitious equality & inclusion campaign yet for Cadbury Fingers. As part of the brand’s long term CSR partnership with the National Deaf Children’s Society to raise deaf awareness and teach the nation a little bit o...

Alzheimer's Intelligence

Lenovo x Innovations in Dementia from Zeno Group

Asda Tickled Pink

Asda x Breast Cancer Now and CoppaFeel!

sda Tickled Pink is the long-running awareness and fundraising partnership between Asda, Breast Cancer Now (BCN) and CoppaFeel! (CF!). The three partners work closely together to make checking your boobs, pecs or chest as normal as your Asda shop. Through impactful and disruptive campaigns and on the ground interventions that will ulti...

Booberries

BerryWorld x CoppaFeel! for Ocado

The BOOBERRIES® campaign was born from the partnership between BerryWorld and CoppaFeel! to create a positive impact by combining premium blueberries with breast cancer awareness. This bold marketing campaign, which was developed entirely in-house by the BerryWorld marketing team, featured a limited-edition BOOBERRIES® pack with a 100%...

Every Minute Matters

British Heart Foundation x Sky Bet

There are 30,000 out of hospital cardiac arrests in the UK each year, and currently fewer than 1 in 10 survive. Furthermore, for every minute that passes without CPR, chances of survival reduce by 10%. Through it’s ‘Every Minute Matters’ campaign, Sky Bet and the British Heart Foundation have established a gold standard for mark...

FAST Heroes: Saving the World One Grandhero at a Time

Boehringer Ingelheim x World Stroke Organization

Client: Twelve, CTL Communications and Lucan TV

Stroke is one of the biggest reasons that children lose their grandparents. In fact, one in four people will experience a stroke in their lifetime and the average age of a stroke victim is 73. Thankfully, stroke can be treated effectively, but only if the patient receives help quickly enough. But there’s a problem - 80% of patients don...

MS Awareness Week 2024

MS Society x MS Trust x Shift.ms

For the second year running seven of the UK’s biggest MS charities joined together to mark MS Awareness Week and deliver a unified campaign across all their channels. The week ran from 22 – 28 April 2024. MS Society, MS Together, MS Trust, MS-UK, Shift.ms, Overcoming MS and Neuro Therapy Network worked closely with the MS community to ...

Paris, Bouge Ton Esprit (Paris, Move Your Mind)

ASICS x Ville de Paris

The ‘Paris, bouge ton esprit’ campaign successfully drove positive behaviour change among Parisians by reframing exercise as an accessible, inclusive tool for mental well-being rather than a competitive pursuit. Through strategic activations ASICS, in partnership with the Ville de Paris, addressed key psychological barriers to movement...

1 Million Minutes

ITV x Royal Voluntary Service, Home-Start, Winston's Wish, Re-Engage, The Chatty Cafe Scheme and Alzheimer's Research UK

Good Morning Britain's 1 Million Minutes campaign has just celebrated its ninth year, and is the only campaign that asks the public to donate time not money; in a bid to tackle the epidemic of loneliness. Working with six charity partners who all deal with one specific aspect of the world of loneliness, the campaign highlights the work...

As Seen on Netflix

Mind and Netflix x The Experience Agency

Many of us can feel lonely and overwhelmed from time to time. Escaping through our favourite tv shows can help us relax, get some much-needed distraction and help us feel connected to something bigger. In 2024 Mind teamed up with Netflix to deliver As Seen on Netflix - a never-been-done before moment - giving fans the opportunity to ow...

Give an X

My Life My Say x #iWill from Shape History

At the start of 2024’s general election year, over 30% of 18-25-year-olds weren’t registered to vote. Some felt they didn’t know enough about politics, many didn’t trust politicians to look out for them, and others just… didn’t give a shit. On a mission to change that, Shape History partnered with My Life My Say and the iWill movement ...

Lighting their Legacy

PLMR x Commonwealth War Graves Commission

PLMR successfully delivered a high-impact media campaign for the Commonwealth War Graves Commission (CWGC) to commemorate the 80th anniversary of D-Day. With just three months to increase brand awareness and engage younger audiences, we devised a creative strategy focused on the Torch Roadshow, spanning 20 locations before culminating ...

Missed Birthdays

CALM and ITV x Hope&Glory and adam&eveDDB

Nothing is Truly Lost, Until it’s Forgotten

FINN Partners

The campaign was a strategic initiative designed to raise global awareness about the abduction of Ukrainian children by Russian forces. Running from June 2024 to January 2025, the campaign began in earnest in August/September following an initial research phase that informed its strategy. Conducted across Brazil, India, and South Afric...

BEST ADVOCACY CAMPAIGN

Pioneering Change in the BVOD Industry for good

MG OMD

Client: NHS England

Timely visits to the GP are crucial when people have signs and symptoms of cancer, but there are a number of barriers holding people back. The NHS Reducing Cancer Barriers campaign was developed to address the barriers and encourage earlier diagnosis. The primary audience of the campaign is adults aged 50+ from C2DE groups, who are mor...

Step into the NHS

Hopscotch Consulting

Client: NHS England

We’re on a mission to change children’s attitudes toward NHS careers, showing them that there are hundreds of non-gendered career paths (not all of which require a degree)—it’s not all “male doctors and female nurses”! This mission drives the Step into the NHS (SITNHS) educational programme, which encourages KS2/3 children to think abo...

Pedal for Paris

23red with Sport England

Client: Sport England and This Girl Can

Climate change is wreaking havoc on sports – think waterlogged football pitches, scorched cricket wickets and polluted swimming waters. In response, Sport England launched Pedal for Paris, an initiative designed to inspire immediate action within the sports sector. Led by Sport England Chair Chris Boardman, this eight-day, 550-mile bik...

Save Our Streams

Affinity Water

Save our streams: leading the charge for water conservation: Affinity Water’s Save Our Streams campaign is the UK’s largest water-saving initiative, designed to address water scarcity in one of the most water-stressed regions of England. Over 320,000 customers have engaged with this campaign, adopting sustainable practices that have ...

Warming the UK Up to Hydrogen

SEC Newgate UK

Client: Hello Hydrogen

The Hello Hydrogen campaign tackled the critical lack of public awareness about hydrogen as a future energy source for home heating in the UK. Despite its potential to save money, create jobs, and drive sustainability, its benefits had not been effectively communicated to consumers. SEC Newgate UK’s challenge was to bridge this g...

Databank

MG OMD

Client: O2

Over 2m households in the UK are affected by Data Poverty, removing vital access to online services. O2 are passionate about connectivity and data inclusion, and were the co-founders of the National Databank, donating hundreds of thousands of Sim Cards to the scheme. In 2024 they decided to expand the Databank, turning all 300 of their...

Let’s Lift the Curfew “Light Up the Night”

23red

Client: Sport England and This Girl Can

In 2023, This Girl Can uncovered The Enjoyment Gap – yet another stubborn gender divide meaning 2.4 million women than men reap the rewards of an active lifestyle. At the heart of this gap is a fundamental issue: safety. Our research revealed a chilling reality—by 2024, 72% of women had altered their outdoor exercise routines in winter...

Liming With Gran

Ketchum UK

Client: University of Cambridge and Genomics England

Within London’s tight-knit Caribbean community, it’s not just uncomfortable having tough family health conversations; it’s considered taboo. This silence is costing lives. 65% die from genetically linked conditions such as cancer and heart disease, and Caribbean men are two-thirds more likely to suffer a stroke. To break down th...

The Open University: Tackling Inequality Head-On

OMD UK

Client: The Open University

The Open University is designed to democratise education and opportunity for all, but still had work to do to make sure their student body reflected the makeup of the UK population. We identified the specific barriers faced by minority ethnic communities regarding education and developed a strategy that would tackle this inequality hea...

Don't Be Missed - Get Your NHS Targeted Lung Health Check

SBW

Client: South East London Cancer Alliance

Every day, 96 loved ones go missing because of lung cancer. In many of those cases this need not have happened. In South East London a free lung health check for 55-74 year olds - smokers and ex-smokers - was made available, with patients informed by letter, phone and text. Yet 75% of eligible people were failing to have their...

Liming With Gran

Ketchum UK

Client: University of Cambridge and Genomics England

What Are You Smoking?

Third City

Client: Curaleaf

The UK’s illegal cannabis-using community exceeds 2.5M, with around 1.8M using it for health issues like chronic pain. Despite this, many continue to buy from dealers rather than source it legally from medical cannabis clinics such as Curaleaf. To uncover what’s really in street-bought cannabis— ranging from mould to E. coli—we l...

Face Forward

Third City

Client: ABI

“I’m not Buzz Lightyear – I’m not going to infinity and beyond!” - Gemma Collins on the importance of pensions, Sky News. People don’t want to think about getting older... that is, apart from when it comes to the beauty industry. Our Face Forward campaign lent into this insight, creating a parody advert about a pot of face cream ...

Liming With Gran

Ketchum UK

Client: University of Cambridge and Genomics England

Nothing is Truly Lost, Until it’s Forgotten

FINN Partners

Client: Ukrainian Children

Probation 'Seeds of Change'

Kindred

Client: Ministry of Justice and HMPPS

Ministry of Justice and HM Prison and Probation Service (HMPPS) leads the recruitment of probation staff. This is a high-pressured system of continuous recruitment to ensure the service runs effectively. As their newly appointed agency and against a challenging backdrop, we were tasked with coming up with campaigns that would hit the m...

Save Our Streams

Affinity Water

Driving behavioural change in water conservation: Affinity Water’s public awareness initiatives are transforming attitudes toward water conservation. With campaigns like the My Water Footprint Tool, we’ve enabled customers to track their water usage and receive personalised tips on how to reduce consumption. This tool has empowered h...

You vs Train by Big Manny

Storycatchers

Client: Network Rail

Trespass on the railway is a big problem – while it’s not solely a young people issue, teenagers are at the highest risk of death and serious injury. They’re also one of the hardest audiences to reach with safety messaging: gloriously full of self-belief, with no desire to listen to, well, anyone... Enter Emanuel Wallace – aka Big Mann...

BEST PROOF OF AUTHENTICITY

#Faceof10

Mindshare UK and Ogilvy UK

Client: Dove

At the start of 2024, an unsettling phenomenon came to light on TikTok as patrons and workers of the popular cosmetics store Sephora noted that there was a startling increase in children and tweens present in the store, with girls as young as 10 years old buying anti-aging products. Dubbed the ‘Sephora Kids’, the content went vir...

Fabric of the Community

Brothers & Sisters and W Communications

Client: Grenfell Athletic FC

For Grenfell Athletic, a London football club born from tragedy, Brothers & Sisters and W Communications redefined what a football shirt could be and represent. More than just a badge of pride and belonging, we transformed it into a living, biographical record of a community still healing—befittingly woven with remembrance, resilience,...

Missed Birthdays

Hope&Glory and adam&eveDDB

Client: CALM with ITV Studios

The Campaign We’re Not Supposed to Talk About

RAPP

Client: Sangeeta Pillai, Masala Podcast

Bupa Picture of Health

PrettyGreen

Client: Bupa

Desk Break

Golin

Client: ASICS

In 2024, as workers increasingly returned to sitting in the office, ASICS identified the desk as a danger to mental health and took on limp corporate wellness culture to inspire the world to move. Making the world’s scariest boss – Brian Cox - a mental health champion, launching the first employment contract clause for movement and cre...

My Barbie Story

Mattel

In celebration of the 65th anniversary of Barbie and the brand’s legacy of inspiring limitless potential, Mattel EMEA launched My Barbie Story—a special-edition book featuring heartfelt narratives from 108 inspiring individuals on what Barbie has meant to them. The book showcases stories from influential figures across various industri...

Rebooting the Beautiful Game

W Communications

Client: Cif

What began as a bog-standard awareness brief for multi-purpose cleaning brand Cif, swiftly transformed into a mission with purpose. Faced with the challenge, W refused to play it safe – ripping up the script to create something truly game-changing. W took a brand best known for shiny surfaces and used it to shine a light on a d...

You vs Train by Big Manny

Storycatchers

Client: Network Rail

Fabric of the Community

Brothers & Sisters and W Communications

Client: Grenfell Athletic FC

Homelessness Reframed

M&C Saatchi

Client: Saatchi Gallery

Despite homelessness affecting over 300,000 people in the UK, most people ignore homelessness. But, they don’t ignore art. So, to raise awareness of a new exhibition on homelessness, we collaborated with former homeless to curate scenes that depicted their lived experiences, turning their stories into art. Over six weeks the cam...

Liming With Gran

Ketchum UK

Client: University of Cambridge & Genomics England

Missed Birthdays

Hope&Glory and adam&eveDDB

Client: CALM with ITV

The Rise of the Aggro-rithm

Tin Man and Nice & Serious

Client: Vodafone

The Unwelcome Home

Weber Shandwick

Client: IKEA

In a fusion of creativity and advocacy, IKEA and Shelter launched the "Unwelcome Home" campaign to spotlight the dire conditions faced by over 150,000 homeless children in temporary accommodation across England. This innovative initiative aimed to influence the government into committing to build 90,000 social rent homes annually for a...

Unfair Jobs Fair

23red

Client: Migrant Help

Modern slavery is a huge issue affecting hundreds of thousands of people in the UK, yet public awareness remains low, with many not realising how easily someone can be tricked into it. Migrant Help, a leading charity that supports survivors, set out to change this by asking a critical question: if you came face to face with modern slav...

Alzheimer's Intelligence

Zeno London

Client: Lenovo

Fabric of the Community

Brothers & Sisters and W Communications

Client: Grenfell Athletic FC

Meet Your Digital Self

Zeno London

Client: Lenovo

Beat The Gap: Twenty years of the Women and Retirement Report

Teamspirit with Frontier Economics

Client: Scottish Widows

The UK’s Gender Pension Gap stubbornly refuses to close, leaving vulnerable women at risk of retirement poverty. Scottish Widows have been campaigning on the issue for 20 years through its Women and Retirement Report. The Beat the Gap: 2024 Women and Retirement Report took up the mantle and combined fresh research with 20-years o...

Removing Barriers to the Take Up of Technical Education

Kindred Agency

Client: Gatsby Charitable Foundation

The UK needs up to 700,000 more technicians in the next decade to meet demand from employers. But beyond plugging skills gaps, more people choosing technical education is vital for social mobility – it provides in-demand skills and knowledge, increasing learners’ chances of securing well-paid jobs in growing industries. Gatsby a...

The UK’s Year-round Place to Remember

TALA

Client: National Memorial Arboretum

The National Memorial Arboretum in Staffordshire opened in 2001 to provide a unique, year-round place of Remembrance in the UK. Part of the Royal British Legion, the Arboretum’s 150-acre garden and woodland site is home to over 400 memorials commemorating the service and sacrifice of the Armed Forces, Emergency Services and civilian or...

Turning the Tide on Pollution

Greenhouse Communications

Client: Surfers Against Sewage

Surfers Against Sewage has been campaigning on water quality for over 30 years and they’re not going to stop until they have achieved their goal of clean seas. From sand sculptures and synchronised swimming to paddle-outs and projections, we're proud to have supported this tenacious team of Ocean Activists since 2021. Over the la...

You vs Train

Storycatchers

Client: Network Rail

Rail trespass is a serious issue. Every year, around 13,000 people risk their lives on the rail network, leading to hundreds of injuries and 20 avoidable deaths. Since 2020, we’ve worked with Network Rail and British Transport Police on ‘You vs Train’, a long-term, ongoing behaviour change initiative committed to reducing trespass on B...

AGENCY OF THE YEAR

89up

89up is the global agency for non-profits. We campaign for great causes, tackle complex problems and inspire people to take action. The idea for 89up came when our founder was in Belarus at the funeral of a murdered dissident and discovered that Bell Pottinger was working for the dictatorial government. Autocratic govern...

Kindred

“Progress lies not in enhancing what is, but in advancing towards what will be.” Khalil Gibran At Kindred we don’t just want to do purposeful work. We want to push boundaries. Set new standards. And use our position and expertise to pave the way for meaningful change. For our clients. For our people. And for the planet. We...

Manifest

Manifest is an independent creative consultancy on a mission to build brands that build the world. That don’t just stand for something—but stand up for it. A B-Corp with a global footprint, we are setting the benchmark for purpose-driven creativity, delivering world-changing ideas that drive progress and redefine what’s expected from b...

Third City

Third City is redefining purpose-driven communications, using creativity and strategic storytelling to deliver campaigns that make a real difference. Our agency has built one of the UK’s largest ESG practices, delivering impactful work across diverse sectors—finance, sustainability, healthcare, and mobility—demonstrating our ability to...

Tin Man

Dear judges. If you’re looking for an agency that walks the walk as well as talks the talk in delivering meaningful, purpose driven comms, then look no further. Just as the Tin Man from the Wizard of Oz searched for his heart, this Tin Man ensures heart runs through absolutely everything it does. From the emotionally engaging comms w...

W Communications

There’s a perception about us – a myth, really. That we’re a hard-nosed, hyper-commercial agency, obsessed with scale, speed, and winning at all costs. We won’t pretend we don’t love winning. But here’s the truth: we’ve built an agency that wins because we put purpose at the heart of everything we do. While others talk abo...

Contiki

Contiki, the group travel experts for 18–35s, are underpinned by a commitment to MAKE TRAVEL MATTER®. This isn’t a one-off campaign but an ongoing pledge to have a positive impact on people, wildlife, and the beautiful planet we share. Our sustainability strategy drives our purpose. Its goals include reducing food waste, sourcing...

Ella's Kitchen

Ella’s Kitchen is committed to using business as a force for good, ensuring every child grows up happy, healthy, and never hungry. As a B Corp-certified brand since 2016, the company achieved its highest-ever impact score of 103 in 2024, reinforcing its dedication to balancing people, planet, and profit. In 2024, Ella’s Kitchen ...

Liverpool Football Club

Liverpool Football Club (LFC) is a purpose-driven global brand, integrating sustainability, community engagement, and commercial excellence through "The Red Way." As the first Premier League club to achieve ISO 20121 certification, LFC embeds sustainability across operations, aligning with 16 UN Sustainable Development Goals (SDGs). ...

BEST ADVOCACY CAMPAIGN

BEST ENVIRONMENTAL CAUSE CAMPAIGN

BEST EQUALITY & INCLUSION CAUSE CAMPAIGN

BEST FUNDRAISING CAMPAIGN

BEST HEALTH CAUSE CAMPAIGN

BEST PUBLIC AWARENESS CAUSE CAMPAIGN

BEST ADVOCACY CAMPAIGN

BEST ENVIRONMENTAL CAUSE CAMPAIGN

BEST EQUALITY & INCLUSION CAUSE CAMPAIGN

BEST FUNDRAISING CAMPAIGN

BEST HEALTH CAUSE CAMPAIGN

BEST PUBLIC AWARENESS CAUSE CAMPAIGN

BEST ADVOCACY CAMPAIGN

BEST ENVIRONMENTAL CAUSE CAMPAIGN

BEST EQUALITY & INCLUSION CAUSE CAMPAIGN

BEST HEALTH CAUSE CAMPAIGN

BEST PUBLIC AWARENESS CAUSE CAMPAIGN

BEST ADVOCACY CAMPAIGN

BEST ENVIRONMENTAL CAUSE CAMPAIGN

BEST EQUALITY & INCLUSION CAUSE CAMPAIGN

BEST HEALTH CAUSE CAMPAIGN

BEST PUBLIC AWARENESS CAUSE CAMPAIGN

BEST PROOF OF AUTHENTICITY

BEST USE OF CELEBRITY AND/OR INFLUENCERS