BRAND LED
BEST ENVIRONMENTAL CAUSE CAMPAIGN
Last Shot Gallery
Words+Pixels
Client: Back Market
Back Market exists to challenge the destructive cycle of fast tech, yet most consumers still don’t connect their device upgrades to climate change or e-waste. Words+Pixels set out to close that gap by making the environmental cost of constant upgrades impossible to ignore. Research among 2,000 UK adults revealed the disconnect: w...
Media in Service of Nature: The Media Model that Funds Nature
MG OMD
Client: giffgaff
The UK’s nature crisis is not driven by a lack of ambition, but by a lack of scalable private finance. Media in Service of Nature addresses this systemic gap by innovating within the media supply chain to unlock recurring funding for UK nature restoration. Working for B Corp–certified telecoms brand giffgaff, MG OMD set out to en...
Uniting climate heroes through music
I came by train (supported by Trainline)
Every year, 1.13 million journeys to UK gigs and festivals could switch from car to rail. At festivals, audience travel can represent up to 80% of total carbon emissions. As official rail partner of Glastonbury, I came by train set out to shift behaviour by making train travel culturally desirable, not just environmentally responsible....
BEST EQUALITY & INCLUSION CAUSE CAMPAIGN
easyJet Uniform Donation Scheme
easyJet
For many families and jobseekers, the cost of clothing is more than an inconvenience—it is a barrier. Children can feel excluded at school without the right uniform, and people looking for work can be held back from interviews simply because they cannot afford smart attire. easyJet’s inclusion led campaign tackles this often overlooked...
How Channel 4 Created Its Most Successful Launch by Handing Creative Control to a ‘Doomed’ Generation
Channel 4
Media companies are in the business of shaping narratives. But for too long, one narrative had gone unchallenged: that Britain's young people were a generation beyond saving. As a Public Service Broadcaster whose purpose to 'Drive change through entertainment' we had the responsibility and the platform to flip the script. ...
How the Special Olympics puts power into play
BBC StoryWorks Commercial Productions
Client: Coca-Cola
Sport has the power to be a force for good. From the impact it can have on athletes and viewers alike, to the ways sport can be used in raising awareness, challenging and transforming perceptions of certain issues, sport can bring out conversations “off field” by bringing people together “on field”. For athletes with intellectual disab...
Part of the Game
Mindshare (WPP Media brand)
Client: Unilever, Persil
A staggering 6 in 10 girls in the UK are forced out of sport by the shame surrounding period stains - a silent crisis of equality. Recognising its responsibility to act, Persil stepped up to challenge this taboo. It used its iconic “Dirt Is Good” platform not to sell a product, but to champion a cause, boldly declaring that “Every Stai...
Rugby Like Never Before - Asahi Super Dry, Women's Rugby World Cup 2025
Asahi UK
In 2025 Rugby Like Never Before was Asahi Super Dry’s bold, nationwide initiative to transform equality and inclusion in UK sport by making women’s rugby truly visible, celebrated, and accessible. Despite rising interest, new research revealed a significant barrier: 63% of Brits would watch more women’s rugby if it were shown in more v...
The Undropped Kit
Golin
Client: ASICS
Over 64% of UK girls drop out of sport before age 16, with school PE kit a major reason. To address this, ASICS, partnered with Inclusive Sportswear, Mind and teenage girls across the UK to co-create a concept PE kit that girls actually want to wear. Designed and tested with pupils at Burnley High School, an area with among the UK's lo...
Your Support Is Real Magic: Coca-Cola for Special Olympics
SEC Newgate Italy
Client: Coca-Cola
Your Support is Real Magic is Coca-Cola’s powerful nationwide initiative created to elevate visibility, understanding, and support for Special Olympics athletes - individuals who remain among the most under-recognised competitors in the sports world. Despite Special Olympics being the leading global movement for athletes with intellect...
BEST FUNDRAISING CAMPAIGN
A Day for Thorpey
Mind and Surrey County Cricket Club
A Day for Thorpey was an extraordinary collaboration between Mind and Surrey County Cricket Club, created to honour the life and legacy of legendary cricketer Graham Thorpe MBE. Held on 1 August 2025 at the Kia Oval on what would have been Graham’s 56th birthday. The campaign united a sold out stadium and millions of viewers worldwide ...
Big Knit Energy
Tin Man
Client: Innocent with Age UK
The Big Knit, fundraising for Age UK, has always been Innocent’s crowning glory, but after two decades even the cutest knitted hats on smoothie bottles were starting to feel a little ‘old hat’. Our mission was to give The Big Knit a juicy refresh. An injection of culture and credibility in an awareness-driving campaign that woul...
Give Back Friday 2025 – Mango Means More
Tropic Skincare
Client: UWS
Since 2019, Tropic has partnered with UWS to ensure children in remote communities can access quality education. In 2025, Tropic’s flagship Give Back Friday transformed a peak retail moment into a purpose‑led fundraising and awareness movement, centring the return of its most‑loved Wild Mango fragrance - a symbol of generosity, abundan...
Not just a building: the 'More Mansfield. Forever.' Campaign
Mansfield College - University of Oxford
More Mansfield. Forever. is a purpose-led fundraising campaign raising money for an estate transformation project by deliberately putting values – not bricks – at the centre. The campaign set out to secure philanthropic support by articulating what makes Mansfield College distinctive: a long-standing commitment to access, inclusion and...
BEST HEALTH CAUSE CAMPAIGN
Ageism Off. Life ON
Haleon
Life ON is Haleon’s evidence‑led health cause campaign designed to tackle self‑ageism—a hidden but widespread public health issue that negatively impacts health outcomes and longevity. Grounded in research by Dr Levy, the campaign is built on a powerful insight: thinking positively about ageing can extend your life by up to 7.5 years. ...
CanesMeno: Reimagining Menopause Support
Bayer
Menopause is too often overlooked, leaving women unprepared, unsupported, and invisible. Nearly 70% of UK women enter this stage without recognising the signs, while the market is fragmented and filled with confusing messages. New CanesMeno® by the experts at Canesten, the UK’s women's health brand – boldly entered the category t...
Chew Plants Not Plastic
W Communications
Client: Nuud
For founder-led start-up Nuud Chewing Gum, we put a spotlight on a public health scandal that made Britain and the government question what it’s been unknowingly chewing on since 1899. Through a combination of science-based strategy and politically charged creative, we raised awareness of a filthy secret that the industry’s been ...
Getting Men to Get Seen
VCCP Roar
Client: Bupa
Prostate cancer is the UK’s fastest-growing cancer, affecting 1 in 8. Men are reluctant to get tested due to embarrassment and procrastination, resulting in the cancer being diagnosed at a later, more advanced and untreatable stage than women. Often unnecessarily. Yet there’s no national screening programme for prostate. ...
Keeping Women in Sport #EverySqueezeCounts
Tangerine
Client: TENA
In 2025 we cheered on more women’s sport than ever, from the Red Roses to the Lionesses. Problem was, TENA’s research showed more women than ever (1 in 3) were also quitting sport due to bladder leaks. What’s more, of those women who had quit, 50% were desperate to return. So, our mission was to stop bladder leaks stopping play....
Let's Talk Health
Bupa
In 2025, Bupa uncovered a powerful global insight*: 1 in 2 people worldwide actively hide their health concerns, despite 8 in 10 recognising that opening up would benefit them mentally and physically. This became the foundation of Let’s Talk Health, a global movement designed to break stigma, spark conversation and inspire long-term be...
Shoulder The Burden
Earnies
Client: Bodyform
"I've got a wide-set vagina and a heavy flow." Everyone knows the Mean Girls meme. But here's what's not so funny… 86% of women suffer heavy periods, and almost none of them talk about it. They'd rather suffer in silence than face any period-shaming. Five million litres of blood are lost annually in the UK alone. That's two Oly...
Spot Leukaemia
Catalyst PR
Client: Leukaemia Care
Spot Leukaemia is a national public health awareness campaign led by Leukaemia Care and Leukaemia UK, to address a critical and potentially life‑threatening gap in public understanding of leukaemia symptoms. Nearly 10,000 people are diagnosed with leukaemia every year in the UK – 28 people every day – and it’s responsible for around ...
BEST PUBLIC AWARENESS CAUSE CAMPAIGN
Every Minute Matters
Lansons
Client: Sky Bet and The British Heart Foundation
There are 40,000 out-of-hospital cardiac arrests in the UK each year, with fewer than one in ten people surviving. For every minute without CPR, the chance of survival falls by 10 percent. ‘Every Minute Matters’ began in 2024 as a partnership between Sky Bet and the British Heart Foundation, launched at the Sky Bet English Football L...
For F**k's Sake
LADbible
Client: Untold Fable, Goon Squad and MWW
LADbible saw rising misogyny among young men, in part fuelled by a silent culprit: porn. With 45% of Gen Z using porn as their primary sex educator, an entire generation was learning about sex from content that rarely depicted real communication or intimacy. Yet a paradox emerged. 77% wanted resources to navigate porn and sex more heal...
One in Fifty
LSEG Risk Intelligence
One in every fifty children fall victim to identity theft every year, predominantly for financial crimes. The London Stock Exchange’s film, tells the true story of Renata Galvão, who at six years old had her identity stolen and used to accumulate half a million dollars of debt. Brazilian law declares this is not an illegal act, leaving...
Pampers Village
SEC Newgate Italy
Client: Pampers
In 2024 Pampers launched the Parenting Observatory, a study involving over 3,000 parents with children up to 6 years old and prospective parents. The findings revealed that many parents - especially in the very first months of a child’s life - experience widespread feelings of loneliness, inadequacy, and a strong need for reassurance a...
Parkinson’s UK travel awareness campaign
Trainline
In November 2025, Trainline partnered with Parkinson’s UK to launch a public awareness travel campaign designed to improve understanding of Parkinson’s in rail environments and encourage everyday acts of patience and kindness from fellow travellers. Parkinson’s is a complex neurological condition with more than 40 symptoms, many of w...
The Open Line
The Elephant Room
Client: Vodafone
As digital life becomes ever more complex, British families are facing a growing crisis. Teens spend more time online than any generation before them and with that comes exposure to misinformation, cyberbullying and the pressures of social media. For parents, knowing how to keep their children safe can feel overwhelming. Research shows...
Your Presence is Presents Enough
Mischief
Client: Avanti
Every five minutes, a vulnerable child runs away, many using the rail network. At Christmas, when passengers’ distraction is heightened, Avanti West Coast partnered with Railway Children to help people notice what is often missed. ‘Your Presence Is Presents Enough’ was a national safeguarding campaign built around a symbolic five-minut...
CHARITY OR NGO
BEST ADVOCACY CAMPAIGN
Ban Trophy Hunting
Wildlife and Conservation Foundation
1. 2025 marked the 10th anniversary of the shocking killing of Cecil the lion. Yet 10,000 lions have been shot since then – many by British hunters. There are now only 15,000 lions left in the wild. 2. The Wildlife & Conservation Foundation (WCF) has launched a campaign – ‘Ban Trophy Hunting’ - to prohibit hunting trophies from ...
More Ball Games
London Sport
More Ball Games set out to change policy, behaviour and sentiment around children’s right to play in London. Led by charity London Sport and delivered in partnership with Saatchi & Saatchi and Taylor Herring on a pro bono basis, the campaign tackled the widespread use of outdated ‘No Ball Games’ signs – a powerful symbol of exclusion d...
The Breed Decision: How Battersea is Disrupting Misinformed Breed Choices
Battersea Dogs & Cats Home
Scroll. Click. Fall in love. Contact breeder. Too often prospective owners fixate on a specific breed based on how they looked on Instagram, not for how they'd fit into their lives. This mismatch can lead to behavioural challenges, owner struggles and, ultimately, relinquishment to an organisation like Battersea. Battersea is on...
The Egg You Can’t Buy
Pagefield
Client: The Vegetarian Society
Ban Hatch and Dispatch is The Vegetarian Society’s campaign to end the killing of male chicks in UK egg production. It exposed a hidden practice and turned concern into a demand, change the law so cull-free eggs become the UK standard. The brief was to move the issue from technical welfare debate into systems reform, without bla...
The Gran Squad: Putting social housing back on Scotland's national agenda
89up
Client: Shelter Scotland
Scotland was gripped by a housing emergency, but for decision-makers, the crisis had become "politically normalised". Ambition had stalled; leaders no longer believed building at scale was possible. Shelter Scotland and 89up needed to shatter this apathy and put social housing back on the national agenda. The strategy was simple:...
The Hungry Games
The Romans
Client: Trussell
“Bin dippers.” “Feed the Scousers.” “Eating rats in their council house.” Poverty has long been a punchline in football. But with Trussell, we used that same tribal language for real-world good. Partnering with cult football creator Bryan’s Gunn, we built a remix style hero video using the word “hunger” as fans hear it every week...
BEST ENVIRONMENTAL CAUSE CAMPAIGN
Shortlist: TO BE ANNOUNCED ON THE NIGHT
BEST EQUALITY & INCLUSION CAUSE CAMPAIGN
DKMS Aunties - BCAM Sept 2026
GottaBe! Ethnic
Client: DKMS
Black Afro-Caribbean and South Asian communities in the UK are significantly underrepresented on the stem cell donor register, making it much harder for patients in these communities to find a life-saving match. This underrepresentation is driven largely by a lack of awareness and culturally relevant messaging—barriers that the DKMS Au...
I Am Not A Typo
Blurred and coalition partners
I Am Not A Typo is a non-profit coalition convened by Blurred to tackle a hidden form of everyday bias: the way spellcheck treats millions of people’s names as “wrong”. When your name is always corrected, it’s not just an inconvenience. It’s a message. That you don’t belong. We proved the scale of the problem with testing and off...
Misunderstood
AML Group
Client: Tourettes Action
Tourette’s is one of the UK’s most misunderstood neurological conditions. For many, it is a punchline - “the swearing disorder.” In reality, swearing only manifests in 10% of cases. But in every case, people have to deal with ignorance, mockery and avoidance. We needed to shift perception from stereotype to empathy. So we rei...
See What She Sees
Hunter: UK
“That’s what girls have to think about all the time” - Saoirse Ronan’s appearance on The Graham Norton Show cut through blokeish banter on the ‘absurdity’ of viewing a phone as a self-defence weapon, with the stone-cold truth, “That’s what girls have to think about all the time”. This viral moment inspired Forsman & Bodenfors, HUNTER: ...
Selling Menopause
Amazon Brand Innovation Lab
Client: Menopause Mandate
Menopause is one of the world's most neglected health topics, despite it affecting half the population. 75% of women avoid discussing it with others, and one in two women don’t realise they’re dealing with menopause until a year in. We 'sold' menopause on Amazon as if it were a product, so women could leave their own brutally honest re...
The Open House
The Elephant Room
Client: Macmillan Cancer Support
Cancer care is not equal. For many people in Black and South Asian communities, cancer is surrounded by silence, stigma and a deep rooted mistrust of health institutions. Macmillan Cancer Support needed to find a new way to reach and build relevance with these communities to ensure they would reach out for vital support when they neede...
BEST FUNDRAISING CAMPAIGN
Bring Someone's Future Back
Don't Panic
Client: Samaritans
‘Bring someone’s future back’ is Samaritans’ 2025 Winter fundraising appeal. It has substantially increased new donor numbers, average gifts and attributable income through a groundbreaking integrated campaign created by Don’t Panic. Communicating the true value of a donation, the fundraising proposition moves away from the transaction...
For Every Future
Greenhouse Sports
For Every Future was a collective act of belief in the futures of young people facing poverty. Delivered over a 36-hour match-funded window, Greenhouse Sports’ largest fundraising campaign set out to raise £4 million in unrestricted funding to support young people growing up in the most disadvantaged communities. With every donat...
Macmillan March 2025
Macmillan Cancer Support
Client: Greene King
Since 2012, Greene King has partnered with Macmillan Cancer Support, with team member fundraising at the heart of the relationship. The Macmillan March 2025 campaign aimed to raise vital funds for Macmillan’s Support Line and increase awareness of men’s health. The support line provides emotional, practical and clinical support t...
Making Hunger Visible
JCDecaux Community Channel and The Maverick Group
Client: The Felix Project
The Felix Project’s Winter 2025 campaign transformed a limited budget into a powerful movement for London’s most vulnerable, exceeding fundraising targets and achieving a remarkable 9:1 ROI. Moving beyond general local pride, the strategy pivoted to a raw, emotional confrontation with the hidden hardship of childhood hunger. By highlig...
Most Dangerous Time of Year
GOOD Agency
Client: NSPCC
Almost 3,000 children contacted NSPCC’s Childline last winter. To support those children, and many more, the NSPCC’s 2025 Winter Appeal needed to raise significantly more than the year before, during the sector’s most competitive fundraising period. The campaign also needed to deepen public understanding of why Christmas is such a dang...
Overcooked Live
Arena Media UK
Client: Make-A-Wish UK
One child every hour in the UK is diagnosed with a critical illness that makes them in-line for a wish. We harnessed the power of gaming for good. We served up gaming, cooking and well-loved creators to smash fundraising targets for Make-A-Wish UK during their fifth annual Wish 200 Week. We identified that Make-A-Wish UK indexes ...
Part of the Team
krow Group
Client: Medicine Sans Frontières
Economic pressure is rising, crises keep coming. How can £10 a month really help? People still care, but when need feels endless, £10 seems small, symbolic, even optional. MSF’s challenge wasn’t awareness, but convincing donors their £10 truly makes a difference. Part of the Team shifted the view: donors aren’t distant supporters...
BEST HEALTH CAUSE CAMPAIGN
Hazmat Loungewear
23red
Client: Health Equals
Health Equals is a coalition of organisations working to give everyone the best chance of good health. Recognising that our homes are fundamental to our health, Health Equals set out to expose one of the most overlooked drivers of health inequality in the UK. Our homes should be places of safety, stability and comfort. Yet, 1 in...
Positive Steps
Kindred
Client: British Association for Counselling & Psychotherapy
One in five new mums develops mental health issues during pregnancy or in the year after birth. Heartbreakingly, this is a leading cause of maternal death. But it doesn’t have to be this way. Research shows that talking therapies can significantly reduce the symptoms of mental health conditions. Positive Steps aimed to increase ...
Selling Menopause
Amazon Brand Innovation Lab
Client: Menopause Mandate
Menopause is one of the world's most neglected health topics, despite it affecting half the population. 75% of women avoid discussing it with others, and one in two women don’t realise they’re dealing with menopause until a year in. We 'sold' menopause on Amazon as if it were a product, so women could leave their own brutally honest re...
The Feeling Ceiling
Ocean Outdoor and Revolt
Client: Frazzled
1 in 4 Brits struggle with their mental health. The charity Frazzled aimed to reduce stigma around feeling stressed or anxious, inspire behaviour change by prompting people to express their feelings, and raise awareness of its community support sessions. Research revealed a cultural disconnect: while 69% of Brits make daily small...
The Painathon
Fold7
Client: Women’s Health Hope
As thousands prepared for the London Marathon, Fold7 and women’s health charity Women’s Health Hope hijacked the moment to raise awareness of a tougher endurance test – the agonising wait time for NHS gynaecological care. On marathon day, The Painathon launched. An awareness campaign exposing the 260,000 now waiting way beyond t...
The Unexpected Hero
VCCP
Client: Prostate Cancer UK
Every charity needs a clear point of view. Especially when the issue you’re facing is now the UK’s most diagnosed cancer. Prostate cancer also has no screening programme, unlike breast, lung or bowel cancer. We need action and we need change. This is how we created a sharp point of view for Prostate Cancer UK. A disease which tar...
BEST PUBLIC AWARENESS CAUSE CAMPAIGN
12/15 – Coalition Against Loneliness
SEC Newgate CEE
Client: Era of New Women Foundation
In Poland, 12 out of every 15 suicides are committed by men. Yet men account for only 27% of publicly funded depression treatment recipients. Silence, stigma and cultural expectations prevent men from seeking help. To confront this crisis, SEC Newgate CEE and the Era of New Women Foundation launched 12/15 – Coalition Against Lone...
A Picture of Health
VCCP Roar
Client: National Art Pass from Art Fund
Is looking at art really good for us? This widely held belief has previously lacked hard evidence. Until this campaign. In partnership with King’s College London, we created ‘A Picture of Health’ - a unique physiological study, using new techniques which provided the first measurable evidence of the immediate benefits of art on ...
Alzheimer's Society International 2025
Alzheimer's Society
History was made in October 2025, when 22 football fans living with dementia walked out alongside the players of England and Wales senior men’s teams ahead of their match at Wembley Stadium, as part of Alzheimer’s Society’s partnership with The Football Association (FA). The moment was delivered to represent the many different faces of...
Do It Fair
Nice and Serious
Client: Fairtrade Foundation
For many people, fairness in global trade feels abstract, overwhelming and hard to act on. While the Fairtrade mark is widely recognised, understanding of what “fair” means in practice – and how everyday choices connect to producer realities – needed strengthening, particularly among younger audiences where global trade can feel distan...
Fragments of Hope
The Romans
Client: UK4UNHCR
With over 122 million people forcibly displaced around the world, UK for UNHCR tasked us with creating a compelling campaign to mobilise the British public in support of refugees for Refugee Week in the face of growing negative sentiment in the press. 'Fragments of Hope' turned a ritual we can all relate to - tea - into a deeply ...
I know
Don't Panic
Client: Medical Aid For Palestinians
After two years of Israeli bombardment of Gaza, public shock was giving way to compassion fatigue, with repeated imagery fostering fatalism and inaction. Medical Aid for Palestinians set out to reignite belief in the future of the Palestinian people by reframing the narrative — not as one of passive victimhood, but of resilience, agenc...
Imagine A Gambler
Lucky Generals
Client: GambleAware
85,000 poker chips. One for every child gripped by gambling addiction in Britain. People assume gambling addicts are old men in the bookies. The reality is darker. Gambling is everywhere- football, video games, celebrity endorsements. It can lure anyone in, even children. We created a striking installation made of 85,000...
Positive Steps
Kindred
Client: British Association for Counselling & Psychotherapy
One in five new mums develops mental health issues during pregnancy or in the year after birth. Heartbreakingly, this is a leading cause of maternal death. But it doesn’t have to be this way. Research shows that talking therapies can significantly reduce the symptoms of mental health conditions. Positive Steps aimed to increase ...
COLLABORATION
BEST ADVOCACY CAMPAIGN
"Screw This... Let's Try Something Else" Podcast
Immediate, Antidote Project from Rubber Republic and Brian Eno's Foundation - EarthPercent
The 'Screw This… Let’s Try Something Else' is a national storytelling campaign testing whether hopeful, community-led narratives can increase public agency and inspire real-world action. At a time when 73% of people in the UK feel systems and institutions are failing, public discourse is often dominated by crisis and division. This pod...
Canesten’s ‘The Truth, Undressed’: Major Policy Wins For Intimate Health Education
Bayer Consumer Health, Inizio Evoke and PSHE Association
Canesten’s ‘The Truth, Undressed’ is a robust social purpose initiative, founded on the principle that every girl and woman should be empowered to understand their body without metaphor, euphemism, oversimplification or sexualisation. Education on intimate health is inadequate. This is a sensitive topic that must be taught early...
BEST ENVIRONMENTAL CAUSE CAMPAIGN
21 Days of Y'ello Care: Connecting at the Roots
MTN South Africa, Earth Hub Africa, Magna Carta Reputation Management Consultants, Shell South Africa, North-West Department: Agriculture and Rural Development and AgriColleges
MTN SA x Earth Hub Africa: 21 Days of Y’ello Care: Connecting at the Roots MTN South Africa’s 2025 21 Days of Y’ello Care campaign, “Connecting at the Roots,” empowered young South African agripreneurs with cutting-edge technology to address food insecurity and youth unemployment. Launched on June 2, 2025, in Skeerpoort, North-We...
Four million oysters to the rescue
Purina, Oyster Heaven and Red Consultancy
What do oysters and pets have in common? More than you’d think. “Four Million Oysters to the Rescue” turned Purina Europe’s ocean restoration programme into an emotive story of science, hope, and human connection. The campaign made national headlines on BBC’s 7pm News, delivered 225 pieces of quality coverage, over 300,000...
The Clean Earth Challenge
Johnson Outdoors and National Wildlife Federation
The Clean Earth Challenge (CEC), created by Johnson Outdoors in partnership with the National Wildlife Federation, is a global, participation-driven movement that transformed eco-anxiety into visible, collective action. Designed in response to declining engagement and rising climate-related stress, especially among younger audiences, t...
BEST EQUALITY & INCLUSION CAUSE CAMPAIGN
Age Without Limits
Centre for Ageing Better, Four Agency Worldwide, Insights Solution, Beech Hill Consulting
Ageism is the most widespread form of discrimination in England, with over half of people over 50 experiencing it in the past year. Despite its scale, ageism remains hidden in plain sight, accepted as “just part of getting older” rather than what it truly is: a driver of inequality that damages our work, health and opportunities. Age W...
Bridging the Digital Divide
Big Issue Media and giffgaff
The Big Issue & giffgaff campaign - ‘Connecting people to their potential’ - shows how a purposeful partnership can tackle inequality by addressing one of the most urgent inclusion challenges of our time: digital exclusion. As the UK becomes increasingly digital and cashless, people without access to smartphones, connectivity or digi...
Flipping the Script: How Channel 4 and Its Partners Turned Students into the Storytellers Behind Educating Yorkshire
Channel 4, Blink, OMD, Twofour and Thornhill Community Academy & Partner Schools
What does it take to change a narrative? In our experience an entire community. When Britain’s youth was being presented as a problem to be managed not celebrated, Channel 4 recognised that, as a Public Service Broadcaster, we had both the responsibility and the platform to act – but also that we couldn't do it alone. Our ...
Part of the Game
Mindshare (WPP Media brand), MullenLowe, Arsenal Football Club, Meta, TikTok, Global, MG Empower, Wasserman and Golin
The shame of period stains forces 6 in 10 girls out of sport - a complex issue of equality too ingrained for any one organisation to solve alone. To dismantle this barrier, a genuine coalition was formed, uniting different groups with a shared purpose. This initiative was a true collaboration. Persil provided the platform, while ...
BEST FUNDRAISING CAMPAIGN
Asda Tickled Pink 2025 Breast Cancer Awareness Month campaign
Asda, Breast Cancer Now and CoppaFeel!
The Asda Tickled Pink partnership works with charity partners Breast Cancer Now and CoppaFeel!, raising money that powers world-class research, vital education and life-changing support. We’re helping more people find breast cancer information and support when they need it. Tickled Pink is making checking your boobs, pecs or chest as n...
Big Give Christmas Challenge 2025
Big Give, Duna Films and Soho Communications
Big Give, the UK’s largest match funding platform, has transformed charitable giving since 2008, enabling over £420 million to be raised for more than 21,000 charity projects. By matching public donations with funds from philanthropists, foundations, and companies, Big Give empowers charities to double the impact of every gift. I...
Big Knit Energy
Tin Man, Innocent and Age UK
The Big Knit, fundraising for Age UK, has always been Innocent’s crowning glory, but after two decades even the cutest knitted hats on smoothie bottles were starting to feel a little ‘old hat’. Our mission was to give The Big Knit a juicy refresh. An injection of culture and credibility in an awareness-driving campaign that woul...
Childhood Can't Wait
Whizz Kidz and Red Consultancy
When demand for specialist wheelchairs surged beyond fundraising capacity, Whizz Kidz, the UK’s leading charity for young wheelchair users, faced an unprecedented crisis. More than 1,000 children across the UK were left waiting 18 months + for essential equipment – missing school, friendships and everyday independence while living with...
BEST HEALTH CAUSE CAMPAIGN
Activate with Joe Wicks
Freuds, Department of Health and Social Care, The Body Coach, Studio AKA, Universal Music UK and YouTube Kids
Half of UK children aren’t meeting recommended daily activity levels, harming physical and mental health. But this issue was too deep-rooted to tackle alone. We needed to reframe movement as joyful, inclusive and built for the way children consume content. Activate delivered exactly that. Born on a clear strategic principle: meet...
Aldi x PANDAS for new parents
City Press and Aldi
One in five women and one in ten men experience perinatal mental health challenges, yet stigma and uncertainty often prevent parents from seeking support. Together, Aldi UK, the PANDAS Foundation and Citypress created a campaign that met parents exactly where they are – in the everyday moments of early parenthood. In a UK superm...
Love Is In The Blood
Word on the Curb, NHS BT and Channel 4.0
Love Is In The Blood is a purpose-led entertainment format created by Channel 4.0, NHS BT and Word on the Curb to inspire a new generation of blood donors. NHSBT faces a critical challenge: 12,000 new Black heritage donors are needed to meet demand for ethnically matched blood for patients living with sickle cell disorder. Yet yo...
Making Type 1 Diabetes Seen and Understood Through Pop Culture and Play
Burson and Sanofi
Type 1 Diabetes (T1D) is often misunderstood, frequently confused with Type 2, and too rarely recognised early—especially by the parents and children most likely to face a new diagnosis.[i],[ii] Sanofi UK set out to break through traditional healthcare messaging by embedding vital T1D understanding into two trusted cultural spaces: mus...
Selling Menopause
Amazon Brand Innovation Lab and Menopause Mandate
Menopause is one of the world's most neglected health topics, despite it affecting half the population. 75% of women avoid discussing it with others, and one in two women don’t realise they’re dealing with menopause until a year in. We 'sold' menopause on Amazon as if it were a product, so women could leave their own brutally honest re...
Small Talk Saves Lives
23red, Network Rail, Samaritans and British Transport Police
Challenge: Every 32 hours a suicide occurs on the railway. Although railway suicides only account for around 4-5% of all suicides in Great Britain, the emotional, human and financial toll are disproportionately high. Network Rail, The Samaritans and British Transport Police wanted to launch a campaign that could help reduce the numbe...
BEST PUBLIC AWARENESS CAUSE CAMPAIGN
Alzheimer's Society International 2025
Alzheimer’s Society and The FA
Alzheimer’s Society has been the official charity partner of The Football Association (FA) since 2021, raising over £1.5 million for dementia services and research in that time. In October 2025, the partnership made history when 22 football fans living with dementia walked out alongside the players of England and Wales senior men’s tea...
Best Start In Life x Peppa Pig
Freuds, Department for Health and Social Care, Hasbro (Peppa Pig), and Department for Education
Parents of little ones are navigating a major rollercoaster at a time when online advice often feels overwhelming, contradictory and guilt‑inducing. Best Start in Life (BSIL) was created to cut through the noise with trusted Government and NHS-approved guidance on child health, development and preparing for school. To reach families wa...
Every Minute Matters
Lansons, Sky Bet and The British Heart Foundation
There are 40,000 out-of-hospital cardiac arrests in the UK each year, with fewer than one in ten people surviving. For every minute without CPR, the chance of survival falls by 10 percent. ‘Every Minute Matters’ began in 2024 as a partnership between Sky Bet and the British Heart Foundation, launched at the Sky Bet English Football L...
The Open Line
Vodafone, NSPCC and The Elephant Room
As digital life becomes ever more complex, British families are facing a growing crisis. Teens spend more time online than any generation before them, and with that comes exposure to misinformation, cyberbullying and the pressures of social media. For parents, knowing how to keep their children safe can feel overwhelming. Research show...
PUBLIC SECTOR
BEST ADVOCACY CAMPAIGN
Shortlist: TO BE ANNOUNCED ON THE NIGHT
BEST EQUALITY & INCLUSION CAUSE CAMPAIGN
Look Up
Earnies
Client: TFL
Are you sitting comfortably? Pregnant women and people with disabilities are frequently denied a seat London’s Underground. Why? Because people slouch with their heads down, staring at their phones, unaware of those in need of a pew. Earnies took to London commuters’ favourite social media platform, LinkedIn, to of...
This Girl Can: Belonging Starts with Inclusion
The TGC Collective (23red, House of Oddities and MMC)
Client: Sport England
Since its launch over a decade ago, This Girl Can has inspired over 4m women to get active. However, despite the phenomenal rise and visibility of women’s elite sport, this progress hasn’t been felt equally. Women facing the greatest inequalities in England – those from lower socio-economic backgrounds who are also Black or South Asian...
BEST HEALTH CAUSE CAMPAIGN
Activate with Joe Wicks
Freuds
Client: Department of Health and Social Care
Half of UK children aren't meeting recommended daily activity levels, harming physical and mental health. But this issue was too deep rooted to tackle alone. We needed to make movement joyful, inclusive and built for the way children consume content. 'Activate' delivered exactly that. Created by Joe Wicks, this first-of-its-kind ...
AMR Campaign: Andi Biotic
UK Health Security Agency
Antimicrobial resistance (AMR) kills 1.27 million people globally each year — more than HIV/AIDS or malaria. It's one of the world's most urgent health threats, yet few people know what they can do about it. Enter Andi Biotic. UKHSA's in-house team created an unlikely hero: a cheeky, straight-talking mascot who interrupt...
Do It London
TMW (part of Accenture Song) and The 7 Stars​
Client: London HIV Prevention Programme
Ten years after the London HIV Prevention Programme launched the ‘Do It London’ campaign, it needed a refresh. New data revealed rising HIV transmissions among heterosexuals (particularly ethnic minorities), not just gay men. If HIV affects anyone - why doesn’t everyone feel responsible for preventing it? For decades,...
Maternity exemption certificates - have you got yours?
NHS Business Services Authority
The NHS Business Services Authority (NHSBSA) is an arm’s length body of the Department of Health and Social Care. We deliver the maternity exemption (MATEX) certificate which entitles eligible people to free NHS prescriptions during pregnancy and for 12 months after giving birth. Too many women are missing out on this entitlement – not...
BEST PUBLIC AWARENESS CAUSE CAMPAIGN
Act Like a Friend
VCCP
Client: Transport for London
This behaviour change campaign for Transport for London aims to help Londoners become active bystanders if they witness an incident of hate crime, sexual offences or harassment on the TfL network. Across long-form film, OOH and DOOH posters, as well as a partnership with four London football clubs, TfL taught Londoners a way to interve...
Fake Toys, Real Harms
Lansons
Client: Intellectual Property Office
“Fake Toys, Real Harms” protected children by changing how we understand - and respond to - the very real health risks posed by counterfeit toys. Delivered by the Intellectual Property Office (IPO) and Lansons, the campaign challenged a critical misunderstanding: that fake toys are not a real risk, they’re a compromise. It meant ...
Probation in Verse
Kindred
Client: MoJ and HMPPS
Against the backdrop of a challenging Probation climate, Kindred was briefed to deliver a public sector recruitment PR burst that would reframe the rewards of probation roles. The objective was to raise awareness of the importance of roles in the Probation Service, and encourage people to consider them as a fulfilling career themselves...
SPECIALIST
BEST PROOF OF AUTHENTICITY
Teens, Social Media & You
Livity
Client: Media Smart and TikTok
In an era where teenagers' lives are inextricably digital, a widening generational gap has left parents and carers feeling disempowered. While 70% of them are aware of online safety tools, only 22% actually use them. Media Smart and TikTok worked with agency Livity to launch Teens, Social Media & You - a cross-European campaign designe...
This Girl Can: Belonging Starts with Inclusion
The TGC Collective (23red, House of Oddities and MMC)
Client: Sport England
Since its launch over a decade ago, This Girl Can has inspired over 4m women to get active. However, despite the phenomenal rise and visibility of women’s elite sport, this progress hasn’t been felt equally. Women facing the greatest inequalities in England – those from lower socio-economic backgrounds who are also Black or South Asian...
BEST USE OF CELEBRITY AND/OR INFLUENCERS
For F**k's Sake
LADbible
Client: Untold Fable, Goon Squad and MWW
LADbible faced a cultural crisis: rising misogyny among young men, fuelled in part by a silent culprit, porn. With 45% of Gen Z using porn as their primary sex educator, an entire generation was learning about sex from content that rarely depicted consent, communication or realism. Yet LADbible uncovered a paradox: 77% wanted res...
Girls Can Do Anything: The Great Badge Drop
Girlguiding
Girls as young as seven are experiencing a confidence crisis, driven by sexism, misogyny, loneliness and anxiety about their futures. Only one in four girls aged 7–21 feel very confident, yet girls in Girlguiding are 28% more confident, highlighting it’s life-changing impact. Wanting to reach and empower more girls, particularly ...
Probation in Verse
Kindred
Client: MoJ and HMPPS
Against the backdrop of a challenging Probation climate, Kindred was briefed to deliver a public sector recruitment PR burst that would reframe the rewards of probation roles. The objective was to raise awareness of the importance of roles in the Probation Service, and encourage people to consider them as a fulfilling career themselves...
Selling Menopause
Amazon Brand Innovation Lab
Client: Menopause Mandate
Menopause is one of the world's most neglected health topics, despite it affecting half the population. 75% of women avoid discussing it with others, and one in two women don’t realise they’re dealing with menopause until a year in. We 'sold' menopause on Amazon as if it were a product, so women could leave their own brutally honest re...
Talking Futures
Kindred
Client: Gatsby Charitable Foundation
In 2025, the Talking Futures campaign relaunched with a renewed focus on Technical Education (TE), supporting parents to help their children navigate different education options. We discovered that parents spend more time watching, talking or reading about football than they do about their own children’s futures. Our strat...
The Hungry Games
The Romans
Client: Trussell
“Bin dippers.” “Feed the Scousers.” “Eating rats in their council house.” Poverty has long been a punchline in football. But with Trussell, we used that same tribal language for real-world good. Partnering with cult football creator Bryan’s Gunn, we built a remix style hero video using the word “hunger” as fans hear it every week...
Uniting climate heroes through music
I came by train (supported by Trainline)
Every year, 1.13 million journeys to UK gigs and festivals could switch from car to rail. At festivals, audience travel can represent up to 80% of total carbon emissions. As official rail partner of Glastonbury, I came by train set out to shift behaviour by making train travel culturally desirable, not just environmentally responsible....
BEST USE OF CREATIVITY
2025 Winter Appeal - Earworm
Don't Panic
Client: Shelter
Shelter’s 2025 Christmas appeal creatively combined BRTV, DRTV and PR to drive fame, achieve mass media attention, the acquisition of thousands of new donors and record-breaking fundraised income that exceeded target. Breaking the mould of traditional charity Christmas appeals, it successfully fought for and gained attention against so...
Chew Plants Not Plastic
W Communications
Client: Nuud
For founder-led start-up Nuud Chewing Gum, we didn’t just chew up Big Gum, we spat them out. In doing so, we made Britain and the government question what it’s been unknowingly sticking in its gob since 1899. Through a combination of politically charged creative and science-based strategy, we turned chewing gum from a throwaway h...
Hazmat Loungewear
23red
Client: Health Equals
Health Equals is a coalition of organisations working to give everyone the best chance of good health. Recognising that our homes are fundamental to our health, Health Equals set out to expose one of the most overlooked drivers of health inequality in the UK. Our homes should be places of safety, stability and comfort. Yet, 1 in...
How Channel 4 Created Its Most Successful Launch by Handing Creative Control to a ‘Doomed’ Generation
Channel 4
When a generation is written off as "doomed," who gets to tell their story? Against a backdrop of classroom crises, teacher shortages and negative headlines about Britain's teens, Channel 4 set out to do what only Channel 4 could: flip the script and start a positive national conversation around Britain’s youth. The first...
Last Shot Gallery
Words+Pixels
Client: Back Market
How do you creatively challenge the culture of constant device upgrades when Big Tech’s marketing is designed to make them irresistible? Words+Pixels answered by subverting the most recognisable consumer advertising campaign of the smartphone age: Shot on iPhone. The Last Shot Gallery transformed its visual language into a...
Look Up
Earnies
Client: TFL
Are you sitting comfortably? Pregnant women and people with disabilities are frequently denied a seat London’s Underground. Why? Because people slouch with their heads down, staring at their phones, unaware of those in need of a pew. Earnies took to London commuters’ favourite social media platform, LinkedIn, to of...
Powered by Dreams
FleishmanHillard
Client: St. Pancras International
St. Pancras International transformed its annual Christmas installation into a cultural phenomenon by partnering with Great Ormond Street Hospital Charity to create "Powered by Dreams" - a 12-meter mechanical music box tree. The campaign leveraged the station's rich musical heritage through theatrical storytelling and guerrilla perform...
The Feeling Ceiling
Ocean Outdoor and Revolt
Client: Frazzled
1 in 4 Brits struggle with their mental health. The charity, Frazzled, aimed to reduce stigma around feeling stressed or anxious, inspire behaviour change by prompting people to express their feelings, and raise awareness of its community support sessions. Research revealed a cultural disconnect: while 69% of Brits make daily sma...
BEST USE OF SOCIAL
Activate with Joe Wicks
Freuds
Client: Department of Health and Social Care
Half of UK children aren’t meeting recommended daily activity levels, harming physical and mental health. But this issue was too deep-rooted to tackle alone. We needed to make movement joyful, inclusive and built for the way children consume content - especially on social platforms where families spend their time. Activate delive...
The Hungry Games
The Romans
Client: Trussell
“Bin dippers.” “Feed the Scousers.” “Eating rats in their council house.” Poverty has long been a punchline in football. But with Trussell, we used that same tribal language for real-world good. Partnering with cult football creator Bryan’s Gunn, we built a remix style hero video using the word “hunger” as fans hear it every week...
BEST USE OF TECHNOLOGY
21 Days of Y'ello Care: Connecting at the Roots
Magna Carta Reputation Management Consultants
Client: MTN South Africa
MTN SA x Earth Hub Africa: 21 Days of Y’ello Care: Connecting at the Roots MTN South Africa’s 2025 21 Days of Y’ello Care campaign, “Connecting at the Roots,” empowered young South African agripreneurs with cutting-edge technology to address food insecurity and youth unemployment. Launched on June 2, 2025, in Skeerpoort, North-We...
From Data to Life-Saving Donations
OmniGOV at MG OMD
Client: NHS Blood & Transplant
You never know when a blood donor might save your life. The NHS needs 4,300 blood donations daily, on average, to meet the needs of hospitals, but with other issues dominating headlines, donation can easily fall off the public radar. NHSBT uses paid media as a key lever to drive donation appointment bookings but as they carefully...
The Feeling Ceiling
Ocean Outdoor and Revolt
Client: Frazzled
1 in 4 Brits struggle with their mental health. The charity Frazzled aimed to reduce stigma around feeling stressed or anxious, inspire behaviour change by prompting people to express their feelings, and raise awareness of its community support sessions. Research revealed a cultural disconnect: while 69% of Brits make daily small...
LONG TERM COMMITMENT
A Partnership That Powers Communities
krow Group
Client: Aviva Community Fund
Over the past decade, the Aviva Community Fund (ACF) has raised more than £17 million for 9,000+ grassroots charities and community groups, mobilising 180,000 supporters across the UK. At the heart of this impact is a sustained ten-year partnership between Aviva and krow, working together to build and evolve one of the country’s most e...
Asda Tickled Pink
Asda Tickled Pink, Breast Cancer Now and CoppaFeel!
In 1996, Asda Tickled Pink was formed after colleagues lobbied the business to support breast cancer charities. Through Tickled Pink, Asda colleagues, customers and suppliers have given their time to raise money and awareness for three decades. Over that time, they’ve been the biggest supporters of breast cancer charities in the UK. ...
Haleon and Smile Train partnership
Haleon
Since 2018, Haleon has partnered with Smile Train to expand access to lifechanging cleft care and improve everyday health for underserved communities, who often face significant barriers to treatment. This long-term partnership directly supports our ambition to build greater health inclusivity by ensuring that people with clefts can ac...
Sky Access All Arts
We Are Futures
Client: Sky
Sky Arts partnered with We Are Futures to create Access All Arts. A free, national, long-term initiative tackling the systemic decline of arts education in UK primary schools. Designed to address deep inequality in access to creative opportunities, the programme responds to evidence that children from wealthier families are over three ...
Studio You
We Communications
Studio You is a digital platform transforming PE for teenage girls in England, now used by 68% of secondary schools. The platform was created by a team of specialists, through funding from the National Lottery via Sport England, and shaped by the team behind the This Girl Can campaign in partnership with the We. Social Impact Team who ...
Talking Futures
Kindred
Client: Gatsby Charitable Foundation
What if the biggest barrier to a child’s success isn’t their ability or ambition, but their parents’ outdated perceptions of what success looks like? Research shows parents are the biggest influence on their children’s education and career choices, but they’re not aware of it, and they often rely on their own (outdated) experiences. ...
This is Engineering
Royal Academy of Engineering
The This is Engineering campaign was created to address one of the UK's most persistent challenges: a significant shortfall in both the number and diversity of young people entering engineering. Despite more than 500 organisations working on engineering engagement, public perceptions remained narrow: engineering was widely viewed as du...
COMPANY & INDIVIDUAL
AGENCY OF THE YEAR
89up
89up is a fully integrated global communications agency built to only serve NGOs, foundations, and social causes. We provide a comprehensive suite of services - including PR, digital mobilisation, web technology, and advocacy - to help mission-driven organisations tackle complex global issues like climate crisis, human rights, equit...
Earnies
Earnies has exploded onto the global comms stage by being named ‘Best New Agency in the World’ and delivering 2025’s most awarded campaign in the world, Killed Here. It’s safe to say, we’re now London’s “smallest, BIG agency.” In just two years, we’ve been named the most awarded agency in the world. Achieving £1.7m+ revenue, 55%...
Kindred
Kindred’s client portfolio is 100% positive change. In the past 12 months, this has involved increasing consideration of therapy amongst new mums by 33% for the British Association for Counselling & Psychotherapy (BACP), exposing fashion’s water footprint on behalf of Epson and achieving a 33% uplift in people saying they’d cons...
Livity
Our 25th Year Of Pioneering Purpose In 2026, Livity celebrates its 25th anniversary. Our journey from a grassroots youth culture agency “with a youth club in the middle” in Brixton to a global creative force is a testament to the enduring power of our founding mission: to create a more equitable future for, and with, young people...
Tin Man
Tin Man has been delivering its unique blend of purpose driven consumer comms for 12 years; from getting rough sleepers off the streets and increasing access to sanitation in developing countries in our early years, to tackling AI powered online misogyny, fighting the digital divide, making strides in inclusion and belonging, and heral...
