Home - Purpose Awards

The Purpose Awards 2025 celebrate campaigns that create positive change through innovative ideas, driving real-world impact.

Open to agencies, brands, public sector bodies, charities, and NGOs across the EMEA region, the Purpose Awards feature dedicated categories for social and environmental impact.

There's a place for every initiative committed to change.

DATES FOR YOUR DIARY

Early Bird Entry Deadline: 6 February

Entry Deadline: 27 February

Awards Ceremony: 6 June

Where: The Biltmore Mayfair

LEARN MORE ABOUT THE CEREMONY

PRICES

Early Bird Entry Fee: £460 + VAT per entry

Standard Entry Fee: £605 + VAT per entry

Charity Rate: £325 + VAT per entry

If you are a charity, please email [email protected] for a discount code.

Sachini Imbuldeniya

Co-Founder and CEO

House of Oddities (HOO)

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"We have one planet, and this is our chance to not **** it up. I can’t wait to celebrate the inspiring work that is making this world a little bit brighter."

Find out more about Sachini Imbuldeniya.

Jo Carr

Co-Founder and Chief Client Officer

Hope&Glory

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"I’m excited about seeing the work entered and evaluating what I’m sure will be brilliant ideas that have had impact and left a legacy.”

Find out more about Jo Carr.

"There's nothing like the Purpose Awards. They feel both like a celebration and a call to arms. Sarah-Jane Rumford's opening speech last year said: 'At a time of polycrisis - never before has it been so important to focus efforts. And collectively we communicators hold great sway.' She also spoke about the long game and how we might not see all the benefits of our work for years to come. But, it is still important to mark and celebrate what we are doing, and to drive momentum to deliver such purposeful, brilliant creative work".

— Abi Mellor

— Managing Director , MOREVER
"The Purpose Awards showcase the best talent and creative impact coming out of the UK".

— Ed Fletcher

— Co-Managing Director , Shape History
"While all marketing shares the same impetus to connect with audiences and effect change, purpose driven marketing has its own unique challenges which merits them having their own awards. Often budget constraints spark greater creativity which is to be celebrated".

— Julie Neilson

— Head of Strategy , Eleven
"The high quality of the entries and a very considered and rigorous judging process".

— Richard Amos

— Head of Fundraising , Internet Matters
"My first time judging but from what I know, it's truly a celebration of excellent communications work that makes a difference in the real world".

— Sheeraz Gulsher

— Co-founder , People Like Us & Braver
"These awards really shine a light on truly purposeful and transformational work and inspire others to do more good".

— Victoria Oakes

— National transformation partnerships , Microsoft
"We urgently need to transform industries if we are to deal with the climate crisis and want to build a wellbeing economy. This means marketing needs to move from driving consumption towards becoming a creative agent of change. The Purpose Awards can help shine a light on positive, impactful campaigns so that other brands will follow".

— Mirjam Peternek McCartney

— CEO and founder , Lemongrass Marketing
"The Purpose Awards are a great opportunity to shine a light the work being done to effect change and support positive causes across public sector, charities and brands. Work that uses insight and creativity to generate real impact".

— Claire Quansah

— Founder , Quansah Consulting
"The Purpose Awards are more than a celebration‚Äîthey're a platform that champions work with real impact. They spotlight brands and organisations using their influence to drive genuine change, setting a high bar in a world where audiences expect authenticity and action. These awards honour the efforts that go beyond profit, prioritising true commitment over lip service, and recognising the power of impact-driven campaigns to help shape a better, more responsible future".

— Lameya Chaudhury

— Head of Social Impact & Client Partner , Lucky Generals
"Our industry carries incredible power to drive change and to hold it back. We need platforms like Purpose Awards more than ever to set the standard for great work that doesn't greenwash. Campaigns should be clearly linked back to organisational purpose and delivering positive impact for society at large".

— Jo White

— Partner & Creative Director , Headland
"The Purpose Awards celebrate and recognise campaigns that highlight charitable causes, unsung heroes, and communities making a meaningful impact and driving positive change".

— Svetlana Sanbe

— PR Leader Europe , Gensler
"Because they celebrate the ideas which unite creativity with purpose-led causes. As a professional within sustainability, seeing the impactful, purposeful work in areas such as social value and People and Planet, is so great to see".

— Selina Donald

— Director of Sustainability , The Bulb (Part of Trivandi Group)
"Purpose can sometimes feel like a buzzword, but to do it well, it needs to be baked into brand DNA and executed in a way that creates authentic and lasting impact. Recognising those who do it well can only serve as a brilliant lesson to those who come next".

— Ruth Lee

— Senior Director , Citypress
"The Purpose Awards are important because they honour work that goes beyond commercial success to create meaningful, real-world impact. It champions campaigns that address social and environmental challenges with innovation and authenticity, setting a benchmark for how brands and organisations can integrate purpose, with a lower case p, into their strategies".

— Shirin Majid

— Executive Creative Director , Everything You See Here
"The awards celebrate purposeful campaigns, whether large or small, across brands, agencies, and, most importantly, charities, providing a level playing field to spotlight a diverse range of impactful initiatives".

— Marsha Jackson

— Project Director , Conscious Advertising Network
"They demonstrate that creative comms excellence can be applied to the most pressing issues the planet faces".

— Zachary Schwarz

— Creative Director , Kindred
"What I love most about the Purpose Awards is that they go far beyond creativity and celebrate real-world impact. Businesses are seeing that looking after 'People' and 'Planet' is as important as focusing on 'Profit' when it comes to their long-term success - the work platformed through the Purpose Awards is setting the standard for what the future of media can and should look like".

— Molly Rajanathan

— Agency Partner , Meta

Shape The Future

By attending, you’re not just supporting groundbreaking cause marketing and social change campaigns - you’re setting a powerful example, supporting those inspiring change within the industry.

Expand Your network

Take advantage of this unique opportunity to meet and collaborate with the brightest minds in the industry. Build your reputation, expand your influence, and unlock new opportunities to amplify your mission.

Recognise And Retain

Honour the heart and soul behind your efforts and your team. This special occasion is a chance to recognise their dedication, express your gratitude, and share an unforgettable moment of celebration.

BRAND LED

BEST ADVOCACY CAMPAIGN

For campaigns led by brands focused on advocacy for a particular cause. Judges will be looking for original creative ideas. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. There will be a particular focus on campaigns that are aimed at changing a decision, policy, or behaviour, or that use the law to secure change. There will be no particular bias based on the scale of the cause – it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate

BEST ENVIRONMENTAL CAUSE CAMPAIGN

For campaigns led by brands that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST EQUALITY & INCLUSION CAUSE CAMPAIGN

For campaigns led by brands that raise awareness of a cause or issue related to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/ or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST FUNDRAISING CAMPAIGN

For campaigns led by brands focused on raising money for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/ issue and the organisation behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause – it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate

BEST HEALTH CAUSE CAMPAIGN

For campaigns led by brands that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST PUBLIC AWARENESS CAUSE CAMPAIGN

For campaigns led by brands that raise awareness of a cause or issue that is relevant to the public – but does not fall in the category of ‘equality & inclusion’, ‘health cause’ or ‘environmental cause’ – and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate

CHARITY OR NGO

BEST ADVOCACY CAMPAIGN

For charity or NGO campaigns focused on advocacy for a particular cause. Judges will be looking for original creative ideas. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. There will be a particular focus on campaigns that are aimed at changing a decision, policy, or behaviour, or that use the law to secure change. There will be no particular bias based on the scale of the cause – it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST ENVIRONMENTAL CAUSE CAMPAIGN

For charity or NGO campaigns that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST EQUALITY & INCLUSION CAUSE CAMPAIGN

For charity or NGO campaigns that raise awareness of a cause or issue related to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/ or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST FUNDRAISING CAMPAIGN

For charity or NGO campaigns focused on raising money for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/ issue and the organisation behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause – it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST HEALTH CAUSE CAMPAIGN

For charity or NGO campaigns that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST PUBLIC AWARENESS CAUSE CAMPAIGN

For charity or NGO campaigns that raise awareness of a cause or issue that is relevant to the public – but does not fall in the category of ‘equality & inclusion’, ‘health cause’ or ‘environmental cause’ – and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

COLLABORATION

BEST ADVOCACY CAMPAIGN

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) focused on advocacy for a particular cause. Judges will be looking for original creative ideas and evidence of different organisations working together effectively for the same goal. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisations behind it. There will be a particular focus on campaigns that are aimed at changing a decision, policy, or behaviour, or that use the law to secure change. There will be no particular bias based on the scale of the cause – it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate

BEST ENVIRONMENTAL CAUSE CAMPAIGN

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST EQUALITY & INCLUSION CAUSE CAMPAIGN

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that raise awareness of a cause or issue linked to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST FUNDRAISING CAMPAIGN

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) focused on raising money for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisations behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause – it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST HEALTH CAUSE CAMPAIGN

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST PUBLIC AWARENESS CAUSE CAMPAIGN

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that are relevant to the public – but do not fall in the category of ‘equality & inclusion’, ‘health cause’ or ‘environmental cause’. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

PUBLIC SECTOR

BEST ADVOCACY CAMPAIGN

For campaigns from a public sector body focused on advocacy for a particular cause. Judges will be looking for original creative ideas. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. There will be a particular focus on campaigns that are aimed at changing a decision, policy, or behaviour, or that use the law to secure change. There will be no particular bias based on the scale of the cause – it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST ENVIRONMENTAL CAUSE CAMPAIGN

For campaigns from a public sector body or bodies that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/ or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST EQUALITY & INCLUSION CAUSE CAMPAIGN

For campaigns from a public sector body that raise awareness of a cause or issue linked to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST FUNDRAISING CAMPAIGN

For campaigns led by public sector bodies for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause – it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST HEALTH CAUSE CAMPAIGN

For campaigns that demonstrate outstanding use of technology in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/ inclusion or other moral causes. Technology has the potential to be a distinctly positive or negative force. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST PUBLIC AWARENESS CAUSE CAMPAIGN

SPECIALIST

BEST PROOF OF AUTHENTICITY

For campaigns that demonstrate a bigger purpose at the heart of a brand or organisation in a truly authentic manner. The winning initiative will include multiple elements to advance an issue, research-based insights to identify areas for investment and focus, using real people touched by the campaign to tell the story. The execution will include long-term internal and external commitments and provide data to demonstrate real impact and products or services.

BEST USE OF CELEBRITY AND/OR INFLUENCERS

For campaigns that demonstrate outstanding use of a celebrity(ies) and/or influencers acting as ambassadors for their brand to to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/ inclusion, or other moral causes. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing, or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate. For the purposes of this category, influencers are defined as individuals or groups who have built their own following organically via social and digital channels, with no pre-existing fame.

BEST USE OF CREATIVITY

For campaigns that demonstrate outstanding creative thinking and brilliant execution in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/inclusion, or other moral causes. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing, or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST USE OF SOCIAL

For campaigns that demonstrate outstanding use of social media and/or other digital resources in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/inclusion, or other moral causes. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing, or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate.

BEST USE OF TECHNOLOGY

NEW: LONG TERM COMMITMENT

COMPANY & INDIVIDUAL

AGENCY OF THE YEAR

For an agency of any discipline that has demonstrated its ability to produce effective campaigns for good causes across multiple clients. For an agency of any discipline that has demonstrated its ability to produce effective campaigns for good causes across multiple clients. Judges will be looking for agencies that have used a variety of techniques and channels in their campaign work to great effect, and those that have creativity and purpose at their heart.

BRAND OF THE YEAR

For a brand, organisation or multiplebrandowning company that has demonstrated its commitment to a good cause or good causes through more than just a single campaign in the year. The winning brand will be able to show that a positive purpose and cause is crucial to everything it does. The winning entrant will be expected to provide data to support its claims, where appropriate.

LEADER OF THE YEAR

This award recognises a leader with social purpose at their heart. The winning leader will be able to demonstrate a commitment to all aspects of DE&I and will show that positive purpose is crucial to everything they do. The winning entry will be expected to provide data to support its claims, where appropriate. We are not stipulating the job title or level of seniority. However, it’s expected that the individual will have at least some management responsibilities.

Siobhan Holt - News Editor, PRWeek

“Although campaigns with ‘purpose’ may have slightly dipped in favour of humour-led campaigns in recent months, the ongoing economic challenges, plus political and societal issues, have made purpose campaigns more vital now than ever. The Purpose Awards are the best way for businesses to show they are a leader in this pivotal genre”.

Gemma Charles - Deputy Editor, Campaign

“The creation of sustainable, ethical and valuable brands has never been more pressing. More than ever consumers expect companies to lead this agenda so it’s vital that they step up. The Purpose Awards provide an excellent opportunity to showcase this important and inspirational work”.

Emily Burt - Editor, Third Sector

“It can be easy to dismiss for-good work as something “nice to have” rather than essential. But for generations of young people, the organisations and campaigns that embody the most urgent issues of our time and demonstrate a clear commitment to pushing the world to become a better place, will be the ones to win support for years to come. We look forward to celebrating your success at the Purpose Awards”.

Georgia Baily

Senior Events Manager

E: [email protected]

P: 020 8267 4431

Jess Wain

EMEA PRWeek Sales Director

E: [email protected]

P: 07584507938

Richard Amos

Head of Fundraising, Internet Matters

Bryn Attewell

Executive Creative Director, GOOD Agency

Lameya Chaudhury

Head of Social Impact & Client Partner, Lucky Generals

Selina Donald

Director of Sustainability, The Bulb (Part of Trivandi Group)

Ed Fletcher

Co-Managing Director, Shape History

Sheeraz Gulsher

Co-Founder, People Like Us & Braver

Marsha Jackson

Project Director, Conscious Advertising Network

Ruth Lee

Senior Director, Citypress

Abi Mellor

Managing Director, MOREVER

Natalie Neave

Partner, Tin Man

Julie Neilson

Head of Strategy, Eleven

Shirin Majid

Executive Creative Director, Everything You See Here

Mirjam Peternek McCartney

Founder and CEO, Lemongrass Marketing

Victoria Oakes

National Transformation Partnerships, Microsoft

Claire Quansah

Founder, Quansah Consulting

Molly Rajanathan

Agency Partner, Meta

Pearl Saadi

Corporate Communications Director, Guy's & St. Thomas' Foundation

Svetlana Sanbe

PR Leader Europe, Gensler

Zachary Schwarz

Creative Director, Kindred

Ndubuisi Uchea

CEO, Word on the Curb

Jo White

Partner & Creative Director, Headland

— Abi Mellor

— Managing Director , MOREVER

— Ed Fletcher

— Co-Managing Director , Shape History

— Julie Neilson

— Head of Strategy , Eleven

— Richard Amos

— Head of Fundraising , Internet Matters

— Sheeraz Gulsher

— Co-founder , People Like Us & Braver

— Victoria Oakes

— National transformation partnerships , Microsoft

— Mirjam Peternek McCartney

— CEO and founder , Lemongrass Marketing

— Claire Quansah

— Founder , Quansah Consulting

— Lameya Chaudhury

— Head of Social Impact & Client Partner , Lucky Generals

— Jo White

— Partner & Creative Director , Headland

— Svetlana Sanbe

— PR Leader Europe , Gensler

— Selina Donald

— Director of Sustainability , The Bulb (Part of Trivandi Group)

— Ruth Lee

— Senior Director , Citypress

— Shirin Majid

— Executive Creative Director , Everything You See Here

— Marsha Jackson

— Project Director , Conscious Advertising Network

— Zachary Schwarz

— Creative Director , Kindred

— Molly Rajanathan

— Agency Partner , Meta

BRAND LED

BEST ADVOCACY CAMPAIGN

BEST ENVIRONMENTAL CAUSE CAMPAIGN

BEST EQUALITY & INCLUSION CAUSE CAMPAIGN