SHORTLIST 2021


Congratulations to the finalists

Brand Led

A Norwegian Powerhouse

BBC StoryWorks

Client: Skanska

The building and construction sector accounts for 39% of global carbon emissions, and the whole of an individual building's lifecycle has a part to play, from upfront material extraction and sourcing processes to operational energy consumption. But many in the industry are trying to do their bit to reduce the built environment's imp...

Supercharging EV uptake: Unveiling the UK's first Electric Forecourt® with GRIDSERVE

Greenhouse PR

Client: GRIDSERVE

Challenge: New petrol, diesel and hybrid cars will be banned from 2030. However, 40% of drivers don't have parking suitable for home charging. Current public charging infrastructure causes 'charging anxiety' - the fear of slow, unavailable or malfunctioning charging points.

Solution: Greenhouse coordinated the launch o...

Giffgaff Gives Back

Havas Media

Client: Giffgaff

We successfully harnessed Giffgaff's challenger spirit to highlight the nation's growing environmental problem with e-waste and changed behaviour towards a sustainable, circular economy for handsets.

94% of adults in the UK own a mobile phone. Most keep at least two unused at home.

There are 55 million phones sat in our home...

The Climate Store

Prime Weber Shandwick

Client: Felix

Swedish food brand Felix wanted to communicate its sustainability credentials and commitment to fighting climate change by demonstrating how easy it is to make climate-friendly shopping choices when grocery products are clearly labelled with their respective carbon footprints; helping customers understand the 'real' cost of the food they ea...

Youth Against Carbon

Third City

Client: Zurich UK

The climate emergency is the most pressing issue of our time. By and large, big corporates are not doing enough to help stem the damage being done to our planet. Zurich UK is not one of those corporates. Yet, in the minds of consumers, they were just another big name bunched in with competitors not doing enough in the fight against clim...

Look, Smell, Taste, Don't Waste!

Too Good To Go

Best Before labels: found on the packaging of foods such as cheese, crisps and fruit juice, these labels give a guideline for when products with flexible consumption dates will be at their optimum quality. However, many people confuse this label with 'Use By' - a label that marks when perishable foods like meat and fish become u...

Turning the Tide

BBC StoryWorks

Client: Non-Communicable Disease Alliance

Non-communicable diseases are the world's biggest killers. They are conditions that cannot be passed from one individual to another, and include cancers, heart disease, mental health disorders and diabetes. But despite their prevalence, many argue that they are under-recognised and underfunded, and as a result the global bur...

Project Body Love

Hearst UK and The Story Lab

Client: Philips

Powered by an innovative, award-winning, and first of its kind research programme, Project Body Love aims to change the way women think, feel and speak about their bodies.

In Hearst's biggest ever content plan, supported by Philips and The Story Lab, our 2020 campaign spanned a range of print, digital, social ...

I Am Number 17

Hill+Knowlton Strategies

Client: Takeda

Faced with a lack of public understanding and a competitive healthcare environment, the rare disease community has traditionally struggled to gain a share of awareness from necessary policymakers. Developing innovative treatments for rare diseases is especially challenging and patients face barriers to access even after medicines receive market...

New Year's Revolution by Four Nine

Jungle Creations

2020 was a tough year for many people. Knowing this, women's interests media brand Four Nine conducted research to find out about the state of Brits' mental health, how they were feeling about the new year and January in particular, which is often besieged by 'new year, new you' messages from advertisers. Amongst our...

Feed NHS

Talker Tailor Trouble Maker

Client: LEON

In response to the COVID-19 crisis, Talker Tailor Trouble Maker (TTTM) was central in launching a new charity initiative by LEON founder John Vincent, actors Damian Lewis, Helen McCrory and actor and comedian Matt Lucas.

TTTM shaped and executed a campaign to help feed NHS staff at least one hot meal a day, with the aim of reac...

Dettol Protects the Frontline

Triple Eight

Client: Dettol

The Dettol Protects the Frontline Programme, became South Africa's largest handwashing intervention in the country in 2020, directly reaching 18 million people and providing much-needed support to the public health sector in South Africa. The programme has been deemed a significant success in the fight against Coronavirus and has been a...

Stand Against Racism

Channel 4

Client: Sainsbury's and 8 other supermarkets

After a racist backlash to Sainsbury's Christmas commercial, we pulled together the supermarket sector to stand against racism together.

We persuaded 9 of the UK's supermarkets to set aside fierce rivalries at the most commercially critical time of the year to unite in solidarity across two dedicated commercial breaks on Channel 4...

What's your name?

Iris and Havas Media

Client: Starbucks

This is the story of real people finding acceptance, perhaps for the very first time. A story of how Starbucks empathised and championed inclusion by simply letting people be themselves.

Over recent years, Starbucks has fallen out of touch with the UK public. At a time of socio-political turmoil, with the LGBT+ community experienci...

The last older person to die in loneliness

LLYC

Client: BBK Foundation

"The last older person to die in loneliness" is an example of the use of a non conventional communication strategy to start a conversation on a topic as taboo as unwanted loneliness amongst the elderly, a growing issue that the Spanish Ministry of Health declared in 2019 had become a public health problem. Sadly this is a topic that, in Spa...

Fair Pensions For All

The 10 Group

Client: NOW: Pensions

Every year, millions of people are retiring into pensioner poverty. This problem has been hiding in plain sight, and over the past few years, NOW: Pensions has been on a mission to rally change within the industry.

After launching a breakthrough report in 2019 revealing that women receive a pension just a third of the average man&...

Nestlé Nespray Maths Moment

Triple Eight

Client: Nestlé Nespray

South Africa (SA) has high levels of poverty and inequality. It also ranks 180th out of 180 countries in the world in Maths ability. Maths and problem solving are critical skills for better paying jobs and opportunities, in line with the Fourth Industrial Revolution and a more digital world. So, better maths and problem-solving education ca...

New Realities

3 Monkeys Zeno

Client: Lenovo

New Realities is a 360-degree global short-film series created by Zeno for the Intelligent Devices Group at Lenovo. Shot using Lenovo Virtual Reality (VR) technology, viewers can have the opportunity to experience close-up the world of 10 extraordinary young women in 10 different countries. Each of these women are leading conversations around t...

Finish - Birds Will Be Back

Havas Turkey

Client: Reckitt Benckiser / Finish

As an activist brand, Finish has been focusing on creating a social consciousness about Turkey's seemingly unstoppable descent into becoming a water poor country.

After 2 years of talking about how our lakes and rivers are drying out because of waste by pre-rinsing or handwashing, we decided to turn our attention to a lake that ha...

Adopt-a-Grandparent

Pic PR

Client: CHD Living

Pic PR and CHD Living's Adopt-a-Grandparent was a global PR campaign that achieved more than 1,200 pieces of press coverage across the UK and around the world.

Designed to pair isolated care residents suffering from loneliness with volunteers from across the globe, the campaign sought to create positive connections during the pande...

The Climate Store

Prime Weber Shandwick

Client: Felix

Swedish food brand Felix wanted to communicate its sustainability credentials and commitment to fighting climate change by demonstrating how easy it is to make climate-friendly shopping choices when grocery products are clearly labelled with their respective carbon footprints; helping customers understand the 'real' cost of the food they ea...

#IsolatedNotAlone: Avon opens the door on lockdown domestic violence

Red Consultancy

Client: Avon

Avon's #IsolatedNotAlone campaign ensured that women and families experiencing domestic abuse during lockdown were not forgotten during the pandemic.

Having supported domestic abuse charities globally for more than 15 years, Avon took action when its network of NGO partners alerted it to the distressing reality that the Covid-19 pande...

BLAME NO MORE

TBWA Hunt Lascaris Johannesburg

Client: Hype Magazine and TEARS Foundation

#BlameNoMore is a campaign initiated by Hype Magazine and the TEARS Foundation to challenge the culture of blaming victims of sexual violence for the crime they have suffered, and push people to hold the actual criminals accountable.

Rape has become such a common part of South African culture that people have accepted the crime and started...

'Donate your words' The Originals & Captain Sir Tom Moore

VCCP and Golin

Client: Cadbury

Cadbury Dairy Milk (CDM) launched their 'Donate your words' platform in 2019 to draw attention to the issue of loneliness amongst older people. We partnered with Age UK to raise awareness of the 225K older people in the UK that go a whole week without speaking to anyone, encouraging people to 'Donate your words' and have a conve...

The Aldi Hunger Monster

Burson Cohn & Wolfe

Client: Aldi

It is madness to even think that children go hungry in a developed country. But in 2020, UK child food poverty was drastically brought under the spotlight. As politicians largely failed to rectify the situation, the responsibility to help fell into the hands of vocal campaigners - the most prominent being Marcus Rashford.

One in five c...

Mail Force

Daily Mail - DMG Media

This paper tells the story of an incredible fundraising campaign by the Daily Mail, and its charity Mail Force. During a year in which so many charities struggled to raise funds, and so many of the less well-off bore a disproportionate burden of the crisis, the Daily Mail's campaign was an awe-inspiring achievement. Over £25 millio...

Liverpool FC x Cadbury - Limited Edition Champions Bars

Liverpool Football Club and Cadbury

Two household names joined forces for Cadbury's first ever digitally printed co-branded Cadbury Dairy Milk x LFC Champions Bar.

The innovative bar, which consisted of 60,000 uniquely printed combinations, initially stemmed from the imagination of employees at a Cadbury conference. This fan favourite not only spread joy to 35&#...

The World's Tallest Donation Box

MullenLowe MENA

Client: The Mohammed bin Rashid Al Maktoum Global Initiatives

The World's Tallest Donation Box was launched as part of the '10 million meals' campaign with aims to provide 1.2 million meals by illuminating a staggering 1.2 million lights on the fa̤ade of Burj Khalifa, in a dazzling display of the social solidarity and cohesion. The initiative enabled institutions, companies and the genera...

#NoWasteofSpace

Polestar

The Polestar space in Manchester had only been open for business for a short time before a nation-wide lockdown forced it to close. With stringent rules once again in place, the space stood empty. Staff found themselves with both time and a Polestar 2 fleet on their hands. Given the success that we had with the London space opening, we once...

Crisis Christmas (SIM) Card campaign

Tesco Mobile

At Tesco Mobile, we're driven by our purpose: We care for human connection. Mobile connection brings us closer to other people, to society, and provides access to essential services.

Tesco Mobile Reconnects, our purpose in action initiative, will donate over £2.4 million worth of phones, devices and connectivity to ...

Give A Little Love

The John Lewis Partnership

Our 2020 Christmas campaign “Give A Little Love” (GALL) set out to provide support to families in need that have been disproportionately impacted by Covid-19 in the UK.


The Christmas ad included two charities - Home-Start and FareShare - and urged viewers to make donations, with £3 million generated initially.


But due to a third ...

Dirt Is Good Academy

Creature & Co.

Client: Persil (Unilever brand)

The Dirt Is Good Academy is a brand-new educational programme which aims to create real, positive change among its target audience of children aged 12 and under. It was inspired by the need for quality, free online educational content and the growing levels of anxiety in young people around global issues like the climate crisis. Brought to ...

Wear it for me

TBWA Hunt Lascaris Johannesburg

Client: MTN Group: Brand and Marketing Communications

#WearItForMe is MTN's campaign to create a meaningful intervention on preventative measures to curbing the spread of COVID-19 across Africa, and do it credibly.

We developed a campaign to shift mask wearing from begrudging to desirable amongst young Africans by helping them overcome the various barriers to wearing a mask. While there ...

Charity/NGO

Naturehood

11 london

Client: Earthwatch Europe

The UK's wildlife is under severe threat with 41% of native species in decline since 1970. However, there is a solution to this crisis - one that we can all take part in. Individual gardens and outdoor spaces occupy a landmass almost twice the size of the Lake District. By empowering people to take action to 'join up'these outdoor s...

Community Fridge Network

Barley Communications

Client: Hubbub

In September 2020, Barley used HRH The Prince of Wales' opening of Hubbub's 100th community fridge at Dumfries House as a 'hook' to grab the attention of local food retailers and food service businesses to donate surplus food and raise the fridge's visibility among vulnerable community members. The opening also aimed to secu...

Pick it up, throw it in, feed the bin!

First Lady Agency

Client: The Keep Sweden Tidy Foundation

Candy- and snack wrappers make up for 29% of all the litter on Swedish streets. Much of this ends up in the ocean. Young people are still not seeing littering as a big environmental problem, as they tend to think 'someone else will pick it up' In the fall of 2020, non-profit foundation Keep Sweden Tidy launched a social campaign to ...

Preventing Pandemics

Tug

Client: WWF International

COVID-19 originated in animals but jumped to humans. Destruction of the natural environment led to the pandemic outbreak and is increasing the likelihood of similar pandemics happening in future - but the public were largely unaware of this. As the world's leading environmental charity, WWF is in a unique position to educate the public abou...

Our One Home

Weber Shandwick

Client: Fauna & Flora International

The world's oldest international conservation organisation, Fauna & Flora International (FFI), wanted to place conservation at the forefront of the global government agenda and change the way it is funded internationally.

The core activation of this initiative, designed to mark the launch of FFI's five-year campaign was a l...

Food Waste Action Week

WRAP

Food Waste Action Week was a pivotal moment in showing how wasting food contributes to climate change. Developed by the environmental charity WRAP, this powerful week of action under our consumer-facing brand Love Food Hate Waste helped people realise the simple, positive actions they can take every day to waste less food at home. Roughly 1...

#ALifeInterrupted

Epilepsy Research UK

Epilepsy interrupts the lives of ordinary, extraordinary people.
It's invisible. It's unpredictable. It's frightening.
A life free from epilepsy is possible.
But only through research.

We explore the ordinary, extraordinary lives of Doug and Ava and the potentially devastating consequences of epilepsy. A hidden co...

DKMS

Four Communications

Client: DKMS

The pandemic has highlighted the generosity of Brits and their desire to help others. Yet just a month after the lockdown announcement in the UK, the number of stem cell donor registrations with blood cancer charity DKMS dropped by a staggering 50% compared to the same time the previous year - despite people still being able to safely register ...

Wellcome Photography Prize 2020

Four Health

Client: Wellcome

Holding on to Daddy
Benji Reid
Manchester, UK, 2018


We developed a media relations campaign to showcase the Wellcome Photography Prize 2020 and highlight Wellcome as a leader in mental health and their commitment to global health. Through traditional media outreach, and challenging typical content published in medical media, ...

Couch to Fitness

London Sport with Our Parks

Client: Sport England

During the first national lockdown, research quickly made clear that both Covid-19 and the restrictions that came with it were disproportionately impacting those from Asian and Black backgrounds.

The mental and physical health of these communities was at risk. London Sport, Sport England and Our Parks came together to create a new pro...

No Time to Wait

Pancreatic Cancer UK

As coronavirus hospital admissions started to rise across the UK during the first wave, and we received intel that cancer treatment was being delayed by up to 2 months, we knew it would have a devastating impact on people with pancreatic cancer. With it being a cancer that kills so quickly - half of people diagnosed do not survive past 3 mo...

Children's Mental Health Week 2021

Place2Be

Children's Mental Health Week (1-7 February) is a national annual campaign founded by leading children's mental health charity Place2Be. The week aims to shine a spotlight on the importance of children's mental health and to foster a greater understanding and awareness of the issue by encouraging children, young people, their fa...

World Obesity Day - March 4th, 2021 Everybody needs Everybody -The Time to Act is Now

The Social Kinetic

Client: World Obesity Federation

Despite global ambitions to halt the rise in obesity, the problem is misunderstood, stigmatised and still growing.

The ambition was two-fold;

1. Make the case for change and put obesity back on the agenda: Build influential support and get policymakers to act. A global landmark report, 'COVID-19 and Obesity: The 2021 Atlas'...

Mobility Unlimited Challenge

89up

Client: Toyota Mobility Foundation

89up exists to create impact for good causes, and our work on the Mobility Unlimited Challenge is a clear example of our commitment to make a difference. We show that working with non-profits does not mean compromising on the agile strategy, persistent effort, and exceptional quality of our work, and the clear results we deliver to ...

Sense Sign School

GOOD Agency

Client: Sense Charity

In a world where 1 in 4 say they avoid talking to disabled people, Sense Sign School is breaking down barriers and disrupting traditional narratives around disability. Launching in the midst of the UK's first national lockdown, it beat benchmarked recruitment targets by 1,120% and generated a PR reach of 15 million, sparking a n...

#WeatherCorrection

Ketchum Publico with go & try

Client: New German Media Makers (Neue Deutsche Medienmacher*innen)

One-third of all Germans today come from immigrant backgrounds. But you would never know it by looking at German media. New German Media Makers (#Wetterberichtigung, NdM), a nonprofit association representing media professionals with immigrant backgrounds, believes that while Germany has grown more diverse, its media hasn't. We ...

Create Not Hate

Quiet Storm

Create Not Hate is an initiative started by Trevor Robinson OBE, founder of Quiet Storm and one of just a handful of senior Black creatives in the advertising industry. It aims to increase diversity the creative industries by giving young people from under-represented groups the chance to work with industry mentors and create incredible work.
...

Increasing Ethnic Minority Representation in Policing

Renegade Communication

Client: Police Now

2020 saw the murder of George Floyd by police in America, the profile of the Black Lives Matter movement rise and the failures of police forces globally relating to racial inequality exposed. It highlighted the need for a representative policing workforce, something this country has struggled to achieve.

Police Now's mission is to...

Black Lives Matter Virtual Protest

Revolt Communications

Client: Black Lives Matter London

The unlawful killing of George Floyd sparked protests across the globe in support of the Black Lives Matter (BLM) Movement. But with the threat of COVID-19 hanging over us, many people were unable to attend out of fear of contracting or passing on the virus.
London Black Lives Matter wanted everyone to be able to show their support for the mo...

Made by Dyslexia - Round Pegs, Square Holes

Zinc Network

Client: Made by Dyslexia

10-20% of the population are dyslexic but at least 80% of pupils with dyslexia leave formal education in the UK without being diagnosed and 74% of teachers in the UK do not feel equipped to identify and teach pupils with dyslexia. Our brief was to create a behaviour change campaign, which would challenge outdated perceptions of dyslexia, re...

The Hunger Free Future Campaign

Facebook UK

Client: The Trussell Trust

The UK has the sixth largest global economy by GDP, and had an unemployment rate of just 3.9% in 2019. Despite this, many people don't know that use of food banks in the UK has reached a record high. Many people are trapped in poverty in the UK. In fact, more than 14 million people are living in poverty - including 4.5 million child...

L'Enfant Bleu - The Fortnite Undercover Avatar

Havas Sports & Entertainment

Client: L'Enfant Bleu

During the first wave of covid-19, French authorities noticed a decrease reports of domestic violence directed to children, that only meant that other adults were no longer able to detect it. Therefore, our objective was to help children report abuse during the pandemic.

We collaborated with L'Enfant Bleu, a French associa...

Silent Slaughter

JIN

Client: International Organization for Peace building and Social Justice

With the rise of ISIS, the Nigerian Middle Belt has seen a rise in religious violence over the last decade. More than 60,000 people have been killed. Nigeria asked for help, but no one was listening. The International organization for Peace building and Social Justice (PSJ) wanted to attract awareness around Christian persecution in Nig...

Get That New Shoes Feeling

TBWA South Africa

Client: SPAR / BATA

In South Africa, many children brave harsh conditions to go to school without shoes. That's why SPAR, one of South Africa's largest and most trusted retailers, created an initiative to change this narrative, with BATA, a genuine leather school shoe brand.

For SPAR, purpose is more than a lofty concept or mantra;...

MTV SHUGA: ALONE TOGETHER

The MTV Staying Alive Foundation

"MTV Shuga:Alone Together" is an innovative solution to content creation during a time of social distancing. As one of the first long standing series to adapt its production to Zoom streaming and creative cloud post-production, MTV Staying Alive produced this unique scripted drama, made up of 70 daily webisodes, amassing 8.874m views. O...

A Love/Hate Relationship

Weber Shandwick

Client: Breast Cancer Now

Fear around COVID-19 was preventing women from getting their breasts checked. UK charity Breast Cancer Now asked us to create a film to mark Breast Cancer Month 2020, with the aim of amplifying its 'Check Them' awareness campaign.

This called for a fresh approach, something that had never been done before and we identified an o...

Our One Home

Weber Shandwick

Client: Fauna & Flora International

The world's oldest international conservation organisation, Fauna & Flora International (FFI), wanted to place conservation at the forefront of the global government agenda and change the way it is funded internationally.

The core activation of this initiative, designed to mark the launch of FFI's five-year campaign was a l...

The World's Tallest Donation Box

MullenLowe MENA

Client: The Mohammed bin Rashid Al Maktoum Global Initiatives

The World's Tallest Donation Box was launched as part of the '10 million meals' campaign with aims to provide 1.2 million meals by illuminating a staggering 1.2 million lights on the fa̤ade of Burj Khalifa, in a dazzling display of the social solidarity and cohesion. The initiative enabled institutions, companies and the genera...

Giving More' Christmas 2020

Papa Johns

It all started with a question - what if brands spent less on Christmas Ad production and donated the money saved to charity? So that's exactly what we decided to do...
Our DIY campaign approach to Christmas allowed us to contribute £60k of creative design and production budget, and the entire campaign eventually managed to raise an eno...

COVID-19 Emergency Appeal

Raw London

Client: British Red Cross

2020 was tough. Isolation, stress and loss overwhelmed the best of us. But, as people stood up to help each other, another overarching theme emerged: kindness.

This DRTV fundraising campaign centres on the real-life story of a personal emergency - and shows first-hand how supporters can help. It achieved some of the highest fundrai...

Australian Bushfires Appeal

Tug

Client: WWF International

WWF is the world's leading environmental charity. Following the Amazon fires, the Australian bushfires of summer 2019-2020 gained global attention. People lost their homes, their livelihoods and their lives, and animals perished in their millions. The fires continued as a new virus outbreak was discovered in Wuhan. Disaster fatigue ...

Norwood Dinner Reimagined 2020

Verity London

Client: Norwood

Norwood is a wonderful charity that transforms the lives of thousands of vulnerable children and their families, adults with learning disabilities and autism, and children with special educational needs.
We stepped in to help Norwood re-think its main fundraiser for 2020 when it was forced to cancel its usual high-profile dinner. In this ...

Fabric of the Community

W Communications

Client: Grenfell Athletic FC

Our work with Grenfell Athletic was a once in a lifetime, future defining celebration of compassionate local community and inspirational leadership, deployed to secure the future of a football club unlike any other.

Ireland's WorkEqual Campaign

Alice PR & Events

Client: Dress for Success Dublin

Ireland's WorkEqual campaign aims to raise awareness of gender inequalities in the workplace and develop solutions to address them. Since 2016, the campaign has centred around a month of activities each November, including Equal Pay Day - the date on which women effectively stop earning, relative to men, because of the gender pa...

Campaign for increased end of life funding from local health budgets

Ashgate Hospicecare

Faced with a severe drop in income due to COVID and lockdown restrictions, Ashgate Hospicecare in Chesterfield, North Derbyshire mobilised the support of its local community behind a public advocacy campaign to get the increased end of life funding from local health budgets that it needed to be able to avoid job cuts at the worst possible t...

Kickstarting Employment Support from Government

Cavendish Advocacy

Client: Communities that Work

Communities that Work (CtW) is a national membership body of social landlords, aiming to transform lives by enabling social landlords to support people into employment. When the UK went into Covid-19 lockdown, huge parts of the economy were effectively shut down. Government's employment data showed that nearly 10 million jobs were being...

Mock COP26 (coordinated by Students Organising for Sustainability (SOS) UK)

Greenhouse PR

Client: Mock COP

In November 2020, frustrated with the postponement of COP26, 330 youth activists from 140 countries gathered for Mock COP26, a fully virtual and inclusive conference, to show world leaders what COP26 would look like if it were run by the youth.

The two-week online event consisted of keynotes and panel discussions and culminated...

The Naked Threat campaign

Refuge

Client: Refuge

When we learned that 1 in 7 young women in this country lived with the fear of receiving threats to share their intimate images or films, Refuge set to work building a campaign 'The Naked Threat' to call for these threats to share to be made a crime. We developed a campaign which: engaged cross party political support; identified the Do...

Public Sector

Peoples’ Climate Vote

Browning Environmental

Client: United Nations Development Programme

Browning Environmental Communications (BEC) was asked to support the United Nations Development Programme (UNDP) to create the largest ever survey of public opinion on climate policy. BEC brought in a coalition of partners, including polling experts from the University of Oxford, to develop a new polling methodology using mobile game networ...

The Climate Store

Prime Weber Shandwick

Client: Felix

Swedish food brand Felix wanted to communicate its sustainability credentials and commitment to fighting climate change by demonstrating how easy it is to make climate-friendly shopping choices when grocery products are clearly labelled with their respective carbon footprints; helping customers understand the 'real'cost of the food they eat...

Organ Donation Wales

Golley Slater

Client: Welsh Government

This is the story of how Wales went from worst country in the UK for organ donations, to best. And how it became an international example of best practice. Though Wales was not the first country to implement an 'opt-out' law for organ donation (whereby a person's consent is deemed unless they actively say otherwise) it was the first...

We Are The NHS, Then Now Always

MullenLowe Group UK and freuds

Client: NHS England

This is the story of how NHS England, the world's largest free-to-residents healthcare system, used an integrated multi-touchpoint campaign to successfully recruit the next generation of the NHS workforce.
As the world faced its greatest threat since World War Two in Covid-19 and the state of our nation's health continued to rely ...

Launch of NHS Covid-19 App

MullenLowe Group UK and MG OMD

Client: HM Government

The launch of the NHS Covid-19 app, a cornerstone of the Government's Test & Trace programme, marked a significant moment in the nation's fight against Coronavirus. To be effective, as many people as possible need to have it installed. So, we created The Big App Download weekend, a coalition of mass-reach partnerships to...

To be announced at the Awards

Collaboration

Green Britain Revolution: Dale Vince and The Daily Express

Borkowski

Client: Dale Vince

Alongside environmental entrepreneur Dale Vince and the Daily Express, Borkowski created an unprecedented 11-month campaign to start a 'Green Britain Revolution' through a series of high-profile features, op-eds, news stories and petitions. The project kicked off with the 'Zero for Zero' campaign urging the government to...

The Great Reset

Purpose Disruptors

Purpose Disruptors are creating a visible, large scale movement within the advertising and marketing communications industry, working together to make the necessary transition to meaningfully tackle climate change. We believe the industry plays a critical role in shifting consumers towards more sustainable attitudes, lifestyles and beha...

Stand Against Racism

Channel 4

Client: Sainsbury's and 8 other supermarkets

After a racist backlash to Sainsbury's Christmas commercial, we pulled together the supermarket sector to stand against racism together.

We persuaded 9 of the UK's supermarkets to set aside fierce rivalries at the most commercially critical time of the year to unite in solidarity across two dedicated commercial breaks on Channel 4...

Raising Profiles with The Big Issue and LinkedIn

FCB Inferno and 3 Monkeys Zeno

Client: LinkedIn and The Big Issue

In January 2021, The Big Issue and LinkedIn launched a pilot scheme to support the magazine's vendors who lost their livelihoods and their sense of community as a result of the Covid-19 pandemic.

The Big Issue and LinkedIn helped nine vendors, who are based all around the UK and run their own micro-businesses selling the magazines&...

What's your name?

Iris

Client: Starbucks

This is the story of real people finding acceptance, perhaps for the very first time. A story of how Starbucks empathised and championed inclusion by simply letting people be themselves.

Over recent years, Starbucks has fallen out of touch with the UK public. At a time of socio-political turmoil, with the LGBT+ community experienci...

Create Not Hate

Quiet Storm

Create Not Hate is an initiative started by Trevor Robinson OBE, founder of Quiet Storm and one of just a handful of senior Black creatives in the advertising industry. It aims to increase diversity the creative industries by giving young people from under-represented groups the chance to work with industry mentors and create incredible work.
...

'Petfished'campaign for the Department for Environment, Food and Rural Affairs

23red

Client: Department for Environment, Food and Rural Affairs

The UK is a nation of pet lovers. But as we buy our pets in droves, do we always know who we're buying them from? There's a thriving underground trade that's putting our pets in danger.

The government introduced a ban on third party sales, known as Lucy's Law in 2020, to address the mistreatment of puppies and kitt...

The Aldi Hunger Monster

Burson Cohn & Wolfe

Client: Aldi

It is madness to even think that people could go hungry in a developed country. But in 2020, UK child food poverty was drastically brought under the spotlight. As politicians largely failed to rectify the situation, the responsibility to help fell into the hands of vocal campaigners - the most prominent being Marcus Rashford.

One in fi...

FAST Heroes

Catherine Turner Limited, Lucan TV and Twelve Marketing Ltd

Client: Boehringer Ingelheim

Stroke is one of the biggest reasons that children lose their grandparents to disability or death. In fact, one in four people will experience a stroke in their lifetime.

However, 80% of patients don't realise they are having a stroke until it's too late. In cases where they do, nine in ten don't call an ambulance but ...

Time to Pause

Global Dignity and Alistair Morrison

March 2020: renowned photographer Alistair Morrison awoke, like millions of others, to pandemic lockdown. Faced with the prospect of long-term isolation, he found the only way possible to continue his work: through his computer screen.

Time to Pause began, documenting diverse individuals during the pandemic, and exploring t...

COVID-19

Manning Gottlieb OMD and MullenLowe Group UK

Client: HM Government

The global COVID-19 pandemic is the worst public health crisis the UK has faced for a generation.

To meet this challenge the Government set up The Covid-19 Response Communications Hub in the Cabinet Office, at the heart of Whitehall. This brought together comms professionals from across government departments: The NHS, Public Health E...

'Donate your words' in partnership with Age UK and Manchester United

VCCP

Client: Cadbury

In 2019 Cadbury launched a powerful campaign to raise awareness of the crippling problem of loneliness amongst older people in the UK. We donated the words from our iconic Cadbury Dairy Milk (CDM) bars, and encouraged the nation to donate their words too, by reaching out to the elderly, even if it was for a quick cuppa and a chat about ...

Covid-19 Support Fund

ABI

In response to the Covid-19 global pandemic, in May 2020, the UK insurance and long-term savings industry - led by the Association of British Insurers (ABI) - launched a new fund to support those hardest hit by the pandemic.

Within four months, the Covid-19 Support Fund had raised over £100m, with donations from 37 firms,...

The Forever Stone

Bray Leino

Client: North Devon Hospice

Every year, North Devon Hospice faces the challenge of raising some £4m from a dispersed and mostly rural population. As much as a quarter of that comes from legacy donations. But how do you get people to leave money to a charity in their will?

The Forever Stone is a world first fundraising innovation, combining millennia of local histo...

Our Covid-19 Rapid-response Digital Fundraising Programme With Refuge

Forward Action

Client: Refuge

In March 2020 millions of people in the UK stayed home as a national lockdown was enforced due to the Covid-19 pandemic. One of the unintended and disturbing side-effects of the lockdown was a sharp rise in incidents of domestic abuse and violence.

Refuge, a charity that supports women and children experiencing domestic abuse was at the f...

The World's Tallest Donation Box

MullenLowe MENA

Client: The Mohammed bin Rashid Al Maktoum Global Initiatives

The World's Tallest Donation Box was launched as part of the '10 million meals' campaign with aims to provide 1.2 million meals by illuminating a staggering 1.2 million lights on the fa̤ade of Burj Khalifa, in a dazzling display of the social solidarity and cohesion. The initiative enabled institutions, companies and the genera...

Fighting Food Poverty

Lucky Generals

Client: Co-op

In 2020 Co-op came together with their agencies, a sports personality, celebrities, the private sector and the public to tackle one of the biggest challenges facing the UK: food poverty. In doing so, they helped to create one of the most powerful collaborative advocacy campaigns of our time.

Using ingenuity and creativity, ...

Write for Rights - Amnesty International and VICE

VICE Media Group

Client: Amnesty International

Amnesty International's 'Write For Rights' is the largest established human rights event in the world. It's about more than just awareness - it's about driving real action, writing letters to help support key human rights cases. But, this comes at a time where audiences have more causes than ever competing for their time...

Different Is Normal

Canesten / Brook

Client: Canesten

Most women are embarrassed to talk about their intimate health issues. This becomes a problem if they're suffering in silence with perfectly treatable vaginal conditions and ultimately could lead to confusion and lack of action.

As the UK's leading women's intimate health brand, Canesten decided to confront the taboo head-on an...

FAST Heroes

Catherine Turner Limited, Lucan TV and Twelve Marketing Ltd

Client: Boehringer Ingelheim

Stroke is one of the biggest reasons that children lose their grandparents to disability or death. In fact, one in four people will experience a stroke in their lifetime.

However, 80% of patients don't realise they are having a stroke until it's too late. In cases where they do, nine in ten don't call an ambulance but ...

Clap For Our Carers

Channel 4

Client: Over 40 different brands

The ambitious story of how we broke all the rules to produce the worlds most collaborative ad break with over 40 clients, 20 media agencies and 1 production partner - all within 48 hours in the midst of a global pandemic.

That's how much we wanted to come together and #ClapForOurCarers

HIV: Let's sort this together

Hitch Marketing

Client: The PaSH Partnership

It is estimated that there are more than 5,900 people across Greater Manchester who are living with HIV - a percentage of the regional population which is higher than the national average and which, in some boroughs, is more than double the national rate. In addition, an estimated 745 people in Greater Manchester are unaware that th...

What's Up With Everyone

ilk Agency

Client: Aardman on behalf of the Arts and Humanities Research Council (AHRC)

ilk was appointed by Aardman, the multi Academy Award®-winning independent studio and creators of Wallace & Gromit, to promote its new mental health campaign, What's Up With Everyone. The campaign formed part of a research project commissioned and funded by the Arts and Humanities Research Council (AHRC), and was developed in p...

Britain Get Talking

ITV

Client: ITV

As Britain faced a mental health crisis, ITV worked with Mind, YoungMinds, SAMH (Scottish Association for Mental Health) and CALM to create three campaigns for the landmark mental health campaign, Britain Get Talking. Launched by Ant and Dec just before the first lockdown began, the first campaign drew on over 100 celebrities an...

Get Help or Get Caught

Police Scotland / Stop It Now Scotland

Client: Stand (Creative), Spirit (Media)

The explosion of online child sexual abuse (CSA) is a very serious threat to society. For victims and their families, the effects of CSA last a lifetime. Tackling abuse is of the highest priority for Police Scotland.
Creating a national campaign targeting men who groom online, Police Scotland worked with charity Stop It Now! They help me...

Specialist

Hair Has No Gender: Supporting the trans community in an authentic way

Good-Loop

Client: Pantene (P&G) and Publicis Media

Pantene's purpose is to transform not only hair, but also culture - to create a society where everyone can flourish and live their true identity. So, in collaboration with the local transgender and gender non-conforming community, Pantene came to Good-Loop wanting to shine a light on the power of hair to express identity.

By w...

We Are The NHS, Then Now Always

MullenLowe Group UK and freuds

Client: NHS England

This is the story of how NHS England, the world's largest free-to-residents healthcare system, used an integrated multi-touchpoint campaign to successfully recruit the next generation of the NHS workforce.
As the world faced its greatest threat since World War Two in Covid-19 and the state of our nation's health continued to rely ...

Iceland Feeds The Nation

Weber Shandwick

Client: Iceland Foods Ltd.

As the UK went into COVID-19 lockdown, panic buying led to shortages - especially harsh on the elderly and vulnerable. Iceland Foods, rooted in the communities it serves, had to adjust quickly.

What resulted was a year-long campaign both to help the needy and be the voice of UK supermarkets: Iceland became the first retailer in Mar...

'Petfished' campaign for the Department for Environment, Food and Rural Affairs

23red

Client: Department for Environment, Food and Rural Affairs

The UK is a nation of pet lovers. But as we buy our pets in droves, do we always know who we're buying them from? There's a thriving underground trade that's putting our pets in danger.

The government introduced a ban on third party sales, known as Lucy's Law in 2020, to address the mistreatment of puppies and kitt...

Beats: Bring Back Fans Not Racism

Havas Entertainment

Client: Beats

Beats is a brand rooted in defiance with black youth culture at its heart. Our strategy is a simple one. Shine
the light of defiance on issues affecting black youth at key cultural moments to make positive stories more public and bring about positive action.

Football had seen a shocking rise in reports of racism pre-lockdown. With growing ...

What's your name?

Iris

Client: Starbucks

This is the story of real people finding acceptance, perhaps for the very first time. A story of how Starbucks empathised and championed inclusion by simply letting people be themselves.

Over recent years, Starbucks has fallen out of touch with the UK public. At a time of socio-political turmoil, with the LGBT+ community experienci...

#WeatherCorrection

Ketchum Publico with go & try

Client: New German Media Makers (Neue Deutsche Medienmacher*innen)

One-third of all Germans today come from immigrant backgrounds. But you would never know it by looking at German media. New German Media Makers (#Wetterberichtigung, NdM), a nonprofit association representing media professionals with immigrant backgrounds, believes that while Germany has grown more diverse, its media hasn't. We ...

Make Time

TBWA Hunt Lascaris Johannesburg

Client: 1000 Women Trust

Make Time is a campaign for the women's organisation, 1000 Women 1 Voice.

This campaign addresses the normalisation and acceptance of gender-based violence in South Africa through the lens of a fictional children's doll (Cover Up Krissy).

The doll encourages girls to cover up abuse with make-up and shows abuse as the disrega...

A Love/Hate Relationship

Weber Shandwick

Client: Breast Cancer Now

Fear around COVID-19 was preventing women from getting their breasts checked. UK charity Breast Cancer Now asked us to create a film to mark Breast Cancer Month 2020, with the aim of amplifying its 'Check Them' awareness campaign.

This called for a fresh approach, something that had never been done before and we identified an o...

The Originals

Golin and VCCP

Client: Cadbury

Elderly loneliness is a terrible problem in the UK. And in 2020, it got worse with the arrival of COVID. Unfortunately, the sadness of the issue helps it persist - with people often shying away from engaging with older people for fear of a depressing experience. So we changed the narrative to a positive one, focusing on the potential st...

BT Stand Out Skills

Pitch Marketing Group

Client: BT

The Covid-19 pandemic had a profound effect on the UK job market. With half as many job vacancies as the year prior, but with 40% more applicants. It has proven to be one of the worst times to look for a job in living memory.
So, to help Britain's jobseekers, BT launched Stand Out Skills; a six-week integrated campaign offering jo...

Feed NHS

Talker Tailor Trouble Maker

Client: LEON

In response to the COVID-19 crisis, Talker Tailor Trouble Maker was central in launching a new charity initiative by LEON founder John Vincent, actors Damian Lewis, Helen McCrory and actor and comedian Matt Lucas.

TTTM shaped and executed a campaign to help feed NHS staff at least one hot meal a day, with the aim of reaching a ...

Fabric of the Community

W Communications

Client: Grenfell Athletic FC

Our work with Grenfell Athletic was a once in a lifetime, future defining celebration of compassionate local community and inspirational leadership, deployed to secure the future of a football club unlike any other.

Our One Home

Weber Shandwick

Client: Fauna & Flora International

The world's oldest international conservation organisation, Fauna & Flora International (FFI), wanted to place conservation at the forefront of the global government agenda and change the way it is funded internationally.

The core activation of this initiative, designed to mark the launch of FFI's five-year campaign was a l...

BigUp.AI

AnalogFolk

Last year, on International Women's Day 2020, a female-led team at AnalogFolk launched BigUp.AI - a digital language tool that seeks to rebalance the gender gap by giving women the means to understand the strengths they hold and express them with impact. The idea was born from the insight that women are four times more likely to shrink ...

ProtectSet

MullenLowe MENA

Client: Mobily

More than 93% of kids play video games. And with the pandemic, children are spending more time in their rooms and, consequently, gaming. Uncoincidentally, reports of online sexual abuse are emerging with unprecedented frequency, with some perpetrators grooming hundreds and even thousands of victims. We needed to do something tha...

Re-educating Google

RAPP UK

Client: Mermaids

A transgender child is twice as likely to contemplate suicide if their parents don't accept them when they come out. But most parents aren't equipped to handle this life-changing moment, so they turn to Google for advice - where the algorithm serves up inaccurate, transphobic content.
So, Mermaids found a way to turn Google f...

LinkedIn Changemakers

Brands2Life

Client: LinkedIn

LinkedIn Changemakers is an always-on, force-for-good influencer programme in the UK, using the power of LinkedIn to drive positive change in the world of work. It aimed to challenge stigmas and outdated attitudes, by shining a spotlight on individuals with a genuine and personal need or desire to see a shift in workplace norms and atti...

The nation adopts craft with #CraftTogether & Kids’ Craft Club from Hobbycraft

Finn Partners

Client: Hobbycraft

The Covid-19 pandemic saw people spending more time at home than ever before and both the nations and media's attention turned very quickly to keeping families entertained - a topic and mission that is part of Hobbycraft's DNA.

Samsung Not a School

Iris

Client: Samsung UK

In 2020, Samsung UK research found that only 1 in 10 young adults felt confident about their career prospects. 68% felt traditional education hadn't given them the right tools for future success. With a Global CSR commitment to empower a future generation of innovators through education, Samsung had a chance to support young people for ...

Beats by Dr. Dre - You Love Me

PMG

Client: Beats by Dr. Dre

Founded in 2006, Beats by Dr. Dre quickly became the world's most popular headphones brand by partnering with celebrity endorsers. But by 2020, the brand's playbook needed to adapt to connect with Gen Z audiences, a majority of whom reported that the Black Lives Matter movement was hugely impactful to their worldview. It launche...

A digital storytelling campaign that places corporate responsibility at its heart. How RELX transformed its communications strategy.

RELX

RELX is a FTSE 15 information and analytics group. The company has navigated a rapid print to digital revolution and has transformed to become a leading global provider of analytics and decision tools. In the process, RELX has successfully embedded corporate responsibility (CR) into the heart of the business. CR underpins our business strategy....

What We Do Next

Saatchi & Saatchi

Client: Deutsche Telekom

Deutsche Telekom wanted to rejuvenate the brand by building an authentic relationship with Gen Z. We challenged the judgement and insults levelled at young people and their use of connected technology by building a contradictory narrative of real-life achievements, artistry and activism. We leveraged the meteoric rise of teenager Billie Eilish ...

Company Awards

89up

89up is Europe's first impact agency. We campaign for great causes, build innovative technology, tackle complex problems and inspire action.

Throughout a turbulent year, 89up has grown in size and won a string of exciting new projects, along with retaining core clients. With a team working remotely around the globe (Denmark...

Greenhouse PR

The climate crisis is the single biggest threat facing humanity and the actions we take now will dictate the future health of the planet for generations to come.

As a specialist green PR agency, we work exclusively with clients that are accelerating the transition to a sustainable world.

Our highly committed and values-driven team us...

Havas Media UK

At Havas, our guiding ambition is to make a meaningful difference to the brands, the business and the lives of the people we work with. We have a fundamental belief that doing good is good for business and delivering positive and meaningful social value, for our people, within our industry and for our clients is core to our philosop...

Livity

Livity is a creative business that works hand-in-hand with brands and the next generation to build the future better.

Livity was the first creative business to purposefully deliver impact-led work, the first to embed impact directly into our method of making that work, and the first to measure that impact and hold ourselves to account...

MullenLowe Group UK

2020 was a year like no other for the world, for our industry and for MullenLowe Group in particular. It was also a high watermark for purpose, in all its forms: as campaign and organizational north star.

MullenLowe Group found itself at the heart of the coronavirus crisis last year, playing a leading role in the government's C...

TBWASouth Africa

For a long time, TBWASouth Africa has used its own resources, time and expertise to benefit society. 2020 saw us double down on paid and pro-bono fronts and reappraise what it really means to deliver on a purpose.

With MTN, Africa's largest telco, we turned mothers into influencers to persuade the youth of Africa to wear m...

Triple Eight

Triple Eight is a leading women-empowered socially-conscious agency. With over 50 purpose programmes each year, making up 85% of our business, across 18 countries in Africa, we are actively driving our "Campaigns that Matter" to help address inequality and important causes.
We work for over 40 global brands in programmes that attain p...

Co-op

Co-op has supported communities across Britain since its inception 175 years ago. Whenever our members shop with us some of their money is directed to local causes doing important work. So, when the world turned upside down our instinct was to provide additional support within these communities to those who were vulnerable. To do this we wholeh...

Daily Mail - DMG Media

The Daily Mail has a long tradition of campaigning for good causes. Never has this tradition been so apparent than during the Covid pandemic. The scale and gravity of the crisis drove the Daily Mail to go beyond merely campaigning on behalf of those less fortunate to actually take direct action to improve their lives. This is the story of an unprec...

ITV

In 2020 ITV put its social purpose campaigns front and centre of its marketing activity. With ambitious targets across all four of its social purpose focus areas, ITV put creative, innovative campaigns on air for better mental and physical health, diversity and inclusion, climate action, and giving back.
The strategy across th...

LinkedIn

COVID-19 has destroyed lives and livelihoods, and plunged people into the toughest jobs market in a generation. As unemployment rose, stress levels soared, and jobs on LinkedIn became 3x more competitive, the goal of LinkedIn's integrated Brand, Communications and Social Impact team in EMEA was clear: to help people get back...

Tesco Mobile

At Tesco Mobile, we're driven by our purpose: We care for human connection.

During the first lockdown we launched Tesco Mobile Reconnects;
our purpose in action initiative, which will donate over £2.4 million worth of phones, devices and connectivity to help vulnerable and disadvantaged people reconnect with society by 2023...

Uber

Move what matters: Uber's response to the Covid-19 pandemic in the UK

In 2020 the world was turned upside down. Uber, a company that moves people, told people to stay at home, for everyone that can't. Thank you for not riding with Uber.

Together if we stop moving, we can end this pandemic. So we focused on moving w...

To be announced at the Awards

André Calantzopoulos, Philip Morris International

André Calantzopoulos is spearheading change toward a world without cigarettes. As CEO of Philip Morris International (PMI), he has fundamentally transformed the organization and differentiated it from others within the industry by turning the leading international tobacco company into a science- and technology-led business committed to deliver...

Jane Asscher, 23red

Jane Asscher co-founded 23red in 2000 with a clear vision: 'Behaviour change for the better' and has championed the importance of positive purpose throughout the agency from the very beginning. With Jane at the helm, 23red has built a reputation for successful and innovative social marketing campaigns that improve and save lives, in...

Paul Knight, Manning Gottlieb OMD

Paul is the driving force behind a team that has delivered over 250 campaigns in a 12-month period. Campaigns that have delivered lifesaving information in arguably the toughest and biggest communications challenge this country has ever faced - COVID-19. As spends soared - HM Government is now the UK's top advertiser (Nielson) - Paul steered hi...

Warren Johnson, W Communications

Our Chairman, Warren Johnson, has taken a decidedly entrepreneurial approach to purpose. He believes that purpose is not a one-off activity to boost short-term credibility, but an ever-turning machine that progresses with each iteration. While always rooted in altruism and a philosophy of doing good, the purpose initiatives one choo...