Results 2021
Brand Led
Best Environmental Cause Campaign
The Climate Store
Prime Weber Shandwick
Agency: 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 th...
Giffgaff Gives Back
Havas Media
Agency: 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 homes doing nothi...
A Norwegian Powerhouse
BBC StoryWorks
Agency: 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 impact...
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 unsafe t...
Supercharging EV uptake: Unveiling the UK's first Electric Forecourt® with GRIDSERVE
Greenhouse PR
Agency: GRIDSERVEChallenge: 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 of...
Youth Against Carbon
Third City
Agency: 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 cli...
Best Health Cause Campaign
Dettol Protects the Frontline
Triple Eight
Agency: 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 ...
Feed NHS
Talker Tailor Trouble Maker
Agency: 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 reaching a £1...
I Am Number 17
Hill+Knowlton Strategies
Agency: 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 recei...
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 findings, we found...
Project Body Love
Hearst UK and The Story Lab
Agency: 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 media and podcast platforms...
Turning the Tide
BBC StoryWorks
Agency: 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 burden of thes...
Best Equality & Inclusion Cause Campaign
What's your name?
Iris and Havas Media
Agency: 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 experiencing th...
The last older person to die in loneliness
LLYC
Agency: 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, i...
Fair Pensions For All
The 10 Group
Agency: 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's, 202...
Nestlé Nespray Maths Moment
Triple Eight
Agency: 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 educati...
Stand Against Racism
Channel 4
Agency: 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. The ...
Best Public Awareness Cause Campaign
The Climate Store
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 th...
Adopt-a-Grandparent
Pic PR
Agency: 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 pandemic a...
BLAME NO MORE
TBWA Hunt Lascaris Johannesburg
Agency: 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 star...
#IsolatedNotAlone: Avon opens the door on lockdown domestic violence
Red Consultancy
Agency: 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 pandemi...
'Donate your words' The Originals & Captain Sir Tom Moore
VCCP and Golin
Agency: 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 conversation...
New Realities
3 Monkeys Zeno
Agency: 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...
Best Fundraising Campaign
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 million in...
#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...
COVID-19 Emergency Appeal
Raw London
Agency: 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 fundraising ...
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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 help vulnerable and d...
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 lockdown...
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 35,000 loyal f...
Norwood Dinner Reimagined 2020
Verity London
Agency: 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 thi...
The Aldi Hunger Monster
Burson Cohn & Wolfe
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 ch...
The World's Tallest Donation Box
MullenLowe MENA
Agency: 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 general public...
Charity/NGO
Best Health Cause Campaign
World Obesity Day - March 4th, 2021 Everybody needs Everybody -The Time to Act is Now
The Social Kinetic
Agency: 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', shone a ligh...
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 families ...
Wellcome Photography Prize 2020
Four Health
Agency: Wellcome
Holding on to DaddyBenji ReidManchester, UK, 2018We 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, the campaign ...
#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 condition,more stigmatised t...
Couch to Fitness
London Sport with Our Parks
Agency: 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 progr...
DKMS
Four Communications
Agency: 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 ...
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...
Best Equality & Inclusion Cause Campaign
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 incredibl...
Black Lives Matter Virtual Protest
Revolt Communications
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 ...
Increasing Ethnic Minority Representation in Policing
Renegade Communication
Agency: 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 attra...
#WeatherCorrection
Ketchum Publico with go & try
Agency: 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 wanted ...
Made by Dyslexia - Round Pegs, Square Holes
Zinc Network
Agency: 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 dyslexi...
Mobility Unlimited Challenge
89up
Agency: 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 our...
Sense Sign School
GOOD Agency
Agency: 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 national...
Best Public Awareness Cause Campaign
L'Enfant Bleu - The Fortnite Undercover Avatar
Havas Sports & Entertainment
Agency: 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 association that is i...
Finish - Birds Will Be Back
Havas Turkey
Agency: 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 had drie...
Get That New Shoes Feeling
TBWA South Africa
Agency: 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; it is a core guiding lig...
A Love/Hate Relationship
Weber Shandwick
Agency: 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 opportunit...
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. ...
Our One Home
Weber Shandwick
Agency: 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 letter, signed...
Silent Slaughter
JIN
Agency: 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 Ni...
The Hunger Free Future Campaign
Facebook UK
Agency: 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 children...
Best Fundraising Campaign
Fabric of the Community
W Communications with Brothers & Sisters
Agency: 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.
Australian Bushfires Appeal
Tug
Agency: 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 beg...
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...
The World's Tallest Donation Box
MullenLowe MENA
Agency: 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 general public...
Collaboration
Best Environmental Cause Campaign
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 beh...
Green Britain Revolution: Dale Vince and The Daily Express
Borkowski
Agency: 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 scrap VAT on l...
Best Equality & Inclusion Cause Campaign
Stand Against Racism
Channel 4
Agency: 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. The ...
What's your name?
Iris
Agency: 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 experiencing th...
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 incredibl...
Raising Profiles with The Big Issue and LinkedIn
FCB Inferno and 3 Monkeys Zeno
Agency: 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, to j...
Best Public Awareness Cause Campaign
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 their emotions...
The Aldi Hunger Monster
Burson Cohn & Wolfe
Agency: 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 fiv...
'Donate your words' in partnership with Age UK and Manchester United
VCCP
Agency: 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...
'Petfished'campaign for the Department for Environment, Food and Rural Affairs
23red
Agency: 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 kittens kept and sold by t...
FAST Heroes
Catherine Turner Limited, Lucan TV and Twelve Marketing Ltd
Agency: 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 speak to a family ...
FINALIST:
Manning Gottlieb OMD and MullenLowe Group UK
Agency: 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 Eng...
Best Fundraising Campaign
The Forever Stone
Bray Leino
Agency: 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...
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, making it the ...
Our Covid-19 Rapid-response Digital Fundraising Programme With Refuge
Forward Action
Agency: 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...
The World's Tallest Donation Box
MullenLowe MENA
Agency: 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 general public...
Best Advocacy Campaign
Fighting Food Poverty
Lucky Generals
Agency: 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, the campaign ...
Write for Rights - Amnesty International and VICE
VICE Media Group
Agency: : 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 and attention....
Best Health Cause Campaign
Britain Get Talking
ITV
Agency: 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 and on IT...
FAST Heroes
Catherine Turner Limited, Lucan TV and Twelve Marketing Ltd
Agency: 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 speak to a family ...
Clap For Our Carers
Channel 4
Agency: 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
Different Is Normal
Canesten / Brook
Agency: 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 and educate...
Get Help or Get Caught
Police Scotland / Stop It Now Scotland
Agency: 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 m...
HIV: Let's sort this together
Hitch Marketing
Agency: 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 they ...
What's Up With Everyone
ilk Agency
Agency: 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 partnersh...
Public Sector
Best Health Cause Campaign
Organ Donation Wales
Golley Slater
Agency: 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 co...
We Are The NHS, Then Now Always
MullenLowe Group UK and freuds
Agency: 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 on the...
Launch of NHS Covid-19 App
MullenLowe Group UK and MG OMD
Agency: 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 drive a sense ...
Best Equality & Inclusion Cause Campaign
Ta3limy Platform: Your Gateway to a Bright Future
Vodafone Egypt
Vodafone Egypt is proud to be the leading company in telecommunications and technology with strong commitment towards its corporate social responsibility. In 2003, Vodafone Egypt Foundation was established as the first telecom foundation in Egypt registered in the Ministry of Social Solidarity as a NGO focusing its efforts on education...
Specialist
Best Proof of Authenticity
Iceland Feeds The Nation
Weber Shandwick
Agency: 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 March to...
We Are The NHS, Then Now Always
MullenLowe Group UK and freuds
Agency: 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 on the...
Hair Has No Gender: Supporting the trans community in an authentic way
Good-Loop
Agency: 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 wrapping Pa...
Best Use of Creativity
#WeatherCorrection
Ketchum Publico with go & try
Agency: 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 wanted ...
A Love/Hate Relationship
Weber Shandwick
Agency: 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 opportunit...
Make Time
TBWA Hunt Lascaris Johannesburg
Agency: 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 disregarded, everyda...
'Petfished' campaign for the Department for Environment, Food and Rural Affairs
23red
Agency: 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 kittens kept and sold by t...
Beats: Bring Back Fans Not Racism
Havas Entertainment
Agency: Beats
Beats is a brand rooted in defiance with black youth culture at its heart. Our strategy is a simple one. Shinethe 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 growin...
What's your name?
Iris
Agency: 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 experiencing th...
Best Use of Celebrity and/or Influencers
Fabric of the Community
W Communications with Brothers & Sisters
Agency: 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
Agency: 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 letter, signed...
The Originals
Golin and VCCP
Agency: 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 s...
BT Stand Out Skills
Pitch Marketing Group
Agency: 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 jobseeke...
Feed NHS
Talker Tailor Trouble Maker
Agency: 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 £1m fundr...
Best Use of Technology
Re-educating Google
RAPP UK
Agency: 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 from a hatef...
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
Agency: 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 that helpe...
Best Use of Digital/Social Media
Samsung Not a School
Iris
Agency: 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...
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 ...
Beats by Dr. Dre - You Love Me
PMG
Agency: 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 launched their...
LinkedIn Changemakers
Brands2Life
Agency: 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 att...
The nation adopts craft with #CraftTogether & Kids’ Craft Club from Hobbycraft
Finn Partners
Agency: 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.
What We Do Next
Saatchi & Saatchi
Agency: 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 Billi...
Company Awards
Agency of the Year
TBWASouth Africa
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 masks and look ...
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 par...
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 COVID-19 c...
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, Spain, Swed...
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 uses t...
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 philosophy....
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 f...
Brand of the Year
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 ...
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...
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 the year was...
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 to work.Dr...
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.Two pillars o...
Uber
Move what matters: Uber's response to the Covid-19 pandemic in the UKIn 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 what matters with free r...
Comms Professional of the Year
Nicola Lally, BDO
Nicola demonstrates that Comms Professionals don't just tell the stories but influence the business decisions that create those stories. And that Purpose is for life - not just for a crisis.In January 2020 as global health and economic crises loomed, Nicola kick-started scenario-planning with BDO's Board. The Board agreed with Nicola o...
Business Leader of the Year (non-enterable)
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, inclu...
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...
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 s...
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 chooses...
