Specialist
Best Proof of Authenticity
#DigitalflashingIsFlashing
Hope&Glory and Broadcast Revolution
Client: Bumble
Our campaign to position Bumble as the safest dating app for women led us to campaign on behalf of women online everywhere: calling for cyberflashing to be treated in the same way as flashing IRL. In all, the campaign delivered over 484 pieces of coverage. As importantly, 100% of pieces featured key messaging highlighting Bumble’s ca...
Creating the National Databank
Hope&Glory, Missive and Broadcast Revolution
Client: Virgin Media O2
Over 1.5 million homes remain without internet access, unable to connect with loved ones online, work and study remotely, or access vital digital services. We wanted to create a long-term solution to address data poverty. We launched the UK's first ever National Databank - like a food bank but for free mobile data - to tackle dig...
Dispose With Dignity
phs Group, Prostate Cancer UK and 'Cause
The Dispose With Dignity campaign, is a collaborative campaign between phs Group and Prostate Cancer UK, delivered by the agency ‘Cause and the Prostate Cancer UK team. It aims to highlight the experience of prostate cancer survivors following their life-saving treatment, create awareness of the issues faced, and instigate action to ac...
Don't Google It, Fumble It
RAPP
Client: Fumble
The world teaches teenage boys about sex through the lenses of porn, playground chat and toxic influencers. In a world where 50% of Gen Z boys think ‘feminism has gone too far’, we wanted them to engage with sex in a more reliable way, that would prevent toxic attitudes towards women and LGBTQ+ people. So, we partnered with Fumble, t...
Getting the Nation Talking... In BSL
Tin Man
Client: Cadbury Fingers
‘The fear of missing out’ or FOMO, is a jokey phrase used so much in conversation it now appears in the Oxford English dictionary. However, for the deaf community, it’s no laughing matter. The frustration of missing out on conversations and human connections for this community is their daily reality. Cadbury Fingers’ new campaign c...
Best use of Celebrity and/or Influencers
#NotComingHome
Red Consultancy
Client: Centrepoint
Youth homelessness charity Centrepoint needed a Winter campaign to generate coverage and donations. However, with Christmas vs the World Cup, it was going to be a fight for column inches. But a first-ever World Cup in the run up to Christmas also provided a unique opportunity for us to hook into a moment that would dominate the medi...
Dennis the Menace gets his first smartphone
Pitch Marketing Group
Client: EE
Imagine what would happen if you gave Dennis the Menace his first mobile phone. What havoc would he wreak with the online world at his fingertips? His parents would be quaking in their boots. But online safety for kids with phones is an issue that lives beyond Beanotown. By age 11, 90% of children will have a mobile device, but their...
Dramatic Transformation
Golin
Client: Asics
ASICS stands for 'Anima Sana In Corpore Sano' meaning ‘A Sound Mind in a Sound Body’. In 2022, the connection between physical movement and mental health faced its greatest challenge, with exercise culture increasingly becoming about getting the perfect body – with a focus on extreme physical transformations - while the subtle mental h...
OPPORTUNITIES TO SAVE
W Communications
Client: Anthony Nolan
When W Communications asked grime star Don Strapzy – the founder and captain of YouTube football club SE Dons – to help save the lives of people living with blood cancer, he was very interested but honest. His club had never even considered a charity collaboration before, let alone activated one. With only a small team in place, W woul...
The Absolut Choir
M&C Saatchi Sport and Entertainment
Client: Pernod Ricard, Absolut
Against a back-drop of rising transphobia, fewer disability benefits and lack of body representation, minority groups were feeling outcast and silenced. A brand that has always championed diversity, Absolut believes that whether it’s drinks, ideas or people, we’re born to mix. Our brief was to show how mixing could drive progress for...
The Most Inclusive Airline in the Skies
Tin Man
Client: Virgin Atlantic
When the biggest non-binary star, Sam Smith, shares and duets with your content THREE TIMES organically, when you land 550+ pieces of global coverage in three days and when you trend across all social media platforms…. you know you’ve made an impact. But when you genuinely make a difference to both the people who work for the busine...
Best Use of Creativity
Don't Google It, Fumble It
RAPP
Client: Fumble
The world teaches teenage boys about sex through the lenses of porn, playground chat and toxic influencers. In a world where 50% of Gen Z boys think ‘feminism has gone too far’, we wanted them to engage with sex in a more reliable way, that would prevent toxic attitudes towards women and LGBTQ+ people. So, we partnered with Fumble, t...
Double Standards
CPB London
Sexist language affects everyone, but it impacts women and girls disproportionately. When someone says bossy, you think of a woman. When someone says boss, you think of a man. Same behaviour - different labels. Unconscious biases that are hiding in our language, and reinforcing old stereotypes. We polled the nation and found that 1 in ...
OPPORTUNITIES TO SAVE
W Communications
Client: Anthony Nolan
Young men aged between 16 and 18 can make the biggest difference to saving the lives of people with blood cancer through stem cell donations than any other demographic. With more than 2,000 people needing this lifesaving intervention at any given time, Anthony Nolan urgently needed to capture their attention and convince them to become...
The Last Photo
Hope&Glory and adam&eveDDB
Client: CALM
We needed to make suicide and suicide prevention a national conversation again. We created an exhibition on London’s South Bank of 50 smiling faces which, initially, had no reference to CALM. On launch day we revealed – live on This Morning – that each was the last photo of someone who later took their own lives. There were over ...
The Most Inclusive Airline in the Skies
Lucky Generals and Tin Man
Client: Virgin Atlantic
When the biggest non-binary star, Sam Smith, shares and duets with your content THREE TIMES organically, when you land 2,000+ pieces of global coverage in three days, and when you trend across all social media platforms - you know you’ve made an impact. But when you genuinely make a difference to both the people who work for the bus...
You vs Train 'Shortcuts'
Storycatchers
Client: Network Rail
Trespass on the railway is a major issue. People mistakenly believe they understand all the risks – and are overly confident in their ability to avoid them. If I can safely cross a busy road, I can manage an empty train track, right? Wrong. We raised awareness of the risks via a unique partnership with Reach Media, who allowed u...
Best use of Digital/Social Media
Be Seen Be Heard
Headland Consultancy
Client: The Body Shop
The Body Shop has a long-standing history of activism, however, this tradition had not translated onto its social media channels. Its UK Twitter channel was product-led and did not reflect its purpose; to fight for a fairer, more beautiful world. Headland started working with The Body Shop in March 2022 to launch its partnership with ...
Don't Google It, Fumble It
RAPP
Client: Fumble
The world teaches teenage boys about sex through the lenses of porn, playground chat and toxic influencers. In a world where 50% of Gen Z boys think ‘feminism has gone too far’, we wanted them to engage with sex in a more reliable way, that would prevent toxic attitudes towards women and LGBTQ+ people. So, we partnered with Fumble, t...
Dramatic Transformation
Golin
Client: Asics
ASICS stands for 'Anima Sana In Corpore Sano' meaning ‘A Sound Mind in a Sound Body’. In 2022, the connection between physical movement and mental health faced its greatest challenge, with exercise culture increasingly becoming about getting the perfect body – with a focus on extreme physical transformations - while the subtle mental h...
Go Carbon-Free 24/7
Greenhouse Communications
Client: Sustainable Energy for All and Google
The science is clear: the urgency of the climate crisis demands bolder, faster and more tangible action. To combat this, the Go Carbon-Free 24/7 campaign called on business and government leaders to work together to ensure electricity demand across all sectors and industries is met with carbon-free energy sources every hour, every day,...
Hack the Agenda
Impero
Client: Christian Aid
The debate around the need for a global fund to compensate for “loss and damage” (caused by climate change in the global South) has been ongoing since 1992. Whilst the developed world has recognised the issue, they have not agreed to compensation. At COP26, Loss and Damage wasn’t even on the official agenda. We needed to educate the pu...
OPPORTUNITIES TO SAVE
W Communications
Client: Anthony Nolan
Young men aged between 16 and 18 can make the biggest difference to saving the lives of people with blood cancer through stem cell donations than any other demographic. With more than 2,000 people needing this lifesaving intervention at any given time, Anthony Nolan urgently needed to capture their attention and convince them to become...
Best use of Technology
Accelerated Loss of Mains Change Programme
Greenhouse Communications
Client: National Grid ESO (plus wider stakeholder group of six UK distribution network operators)
To reach net zero by 2050, the UK must decarbonise its entire economy and evolve the electricity network to run on 100% renewable energy. Our electricity system is not currently prepared for this challenge. The Accelerated Loss of Mains Change Programme (ALoMCP) incentivised owners of energy generation to make small changes to their...
Life. Subtitled
XRAI Glass
XRAI Glass was created to connect people through technology. Powered by augmented reality, our app converts audio into visuals, allowing a pair of smart glasses to turn speech into subtitles, in real-time. We give people tools to engage with the world in new ways and transcend labels or disabilities. We want everyone to be able to s...
Make Women's Football Equal
Third City
Client: Starling
As the only UK bank founded by a woman, Starling knows only too well what it’s like to challenge a traditionally male-dominated industry. With the UEFA Women’s EUROs approaching, we needed a campaign to support the bank’s sponsorship of the tournament that brought together football with Starling’s heartland of money. So we created the ...
Room to Breathe
Pixel Artworks
‘Room to Breathe,’ the world’s first free immersive mindfulness experience opened in Outernet London, a new immersive culture, media and music district at Tottenham Court Road. With the aim of educating and soothing anxious Londoners, the installation guided the audience through the box-breathing technique, to help melt away the commut...
The 5G Christmas Carol
Tin Man
Client: Vodafone
5G technology, reliability, speed… we’ve heard it all before from telecoms clients. Unfortunately, these features aren’t new or fresh and it’s hard to excite audiences with such functional (and dull!) messaging. We wanted to show the emotional power of technology delivering joy in a way that hasn’t been seen before. Tin Man’s cam...
Vodafone #FeelTheConnection 5G enabled Haptic Suits
Fuse
Client: Vodafone
Music has the power to connect people through unforgettable experiences. Vodafone’s ambition was to use the power of its 5G network and innovative haptic technology to make live music inclusive, born from the fact live music and festivals can be exclusionary experiences for the deaf and hard-of-hearing community. As Official Connecti...
Public Sector
Best Environmental Cause Campaign
Attributing Extreme Weather to Climate Change
Smarts
Client: The Met Office
Attributing Extreme Weather to Climate Change was Smarts’ first campaign with the Met Office. And it is one of the government’s most successful digital campaigns in 2022 – far exceeding both the Met Office’s own KPI’s and a benchmark of similar government digital awareness marketing campaigns, in some cases by a factor of fifteen. ...
To be announced soon...
Best Equality & Inclusion Cause Campaign
Anti-Sexual Harassment
Accomplice
Client: National Rail
Unwanted sexual behaviour (USB) on the railways is a prevalent and extremely under-reported problem. Not only is it happening much more frequently than we’d think, it’s also common for people not to understand what constitutes unwanted sexual behaviour. We needed to get all rail users to understand what USB is and why it’s so damagin...
Over a Rainbow: How a bucket hat ignited a much-needed conversation about diversity in Qatar
Weber Shandwick
Client: Welsh Government
Wales qualifying for the FIFA World Cup for the first time in 64 years, provided the nation with a unique opportunity to put it on the world map. In a tournament and host nation shrouded in global debate and controversy around human rights, particularly for the world’s LGBTQ+ community, Wales took the decision to illustrate its allyshi...
Best Health Cause Campaign
Better Health - Every Mind Matters
MG OMD
Client: Office for Health Improvement and Disparities
It has been projected that, by 2030, mental health disorders will be the leading cause of mortality globally. The Better Health-Every Mind Matters campaign aimed to encourage people with sub-clinical mental health problems to take action to address their difficulties. Combining our understanding of the audience’s behaviour with innovat...
Our Boys (Young Black Men and Mental Health Programme)
Raw London
Client: NHS and Islington Council
This hard-hitting campaign raises awareness of a pioneering programme from the NHS and Islington Council designed to improve mental health outcomes for young Black men. It aims to break down barriers to receiving mental health support, including systemic discrimination, negative societal depictions and lack of early intervention. All o...
The TrialBlazers
National Institute for Health and Care Research
Our TrialBlazer campaign prompted thousands to sign up for research trials for the very first time. We created a new community of research trial volunteers – dubbed The TrialBlazers – and witnessed a remarkable online mobilisation. Our Trialblazers took centre stage as the ‘campaign messenger’ as we asked for their help ‘recruiting’ th...
Charity/NGO
Best Advocacy Campaign
Fair and fast compensation for WASPI women
Higginson Strategy
Client: WASPI - Women Against State Pension Inequality
WASPI – Women Against State Pension Inequality – is a voluntary organisation founded in 2015, campaigning on behalf of the 3.6 million women still being affected by changes to the State Pension age. These changes were poorly communicated by the Department for Work and Pensions (DWP), with many affected not finding out about the change ...
Hack the Agenda
Impero
Client: Christian Aid
The debate around the need for a global fund to compensate for the “loss and damage” (caused by climate change in the global South) has been ongoing since 1992. Whilst the developed world has recognised the issue, they have not agreed to compensation. At COP26, Loss and Damage wasn’t even on the official agenda. We needed to educate th...
Russian War Crimes House
FINN Partners
Client: Victor Pinchuk Foundation
With Public Relations support from FINN Partners, the Victor Pinchuk Foundation and PinchukArtCentre, in partnership with the Office of the President of Ukraine, The Ministry of Foreign Affairs of Ukraine and the Ukrainian Association of Professional Photographers presented the Russian War Crimes House at The World Economic Forum in Da...
The Last Photo
Hope&Glory and adam&eveDDB
Client: CALM
We needed to make suicide and suicide prevention a national conversation again. We created an exhibition on London’s South Bank of 50 smiling faces which, initially, had no reference to CALM. On launch day we revealed – live on This Morning – that each was the last photo of someone who later took their own lives. There were over ...
Urgent Conversation Murmuration
89up
Client: RSPB
The world is facing a biodiversity crisis. Worldwide, over one million species are threatened with extinction - putting world climate, food, air and water security at risk. Ahead of the CBD COP15 UN conference on biodiversity, a coalition of nature charities led by RSPB asked 89up to create a public intervention to put pressure on th...
You-Can't-Put-Us-Down Syndrome
VMLY&R COMMERCE
Client: Positive About Down Syndrome
In the UK, expectant parents of babies with Down syndrome are offered termination in the same conversation as diagnosis, and are often bombarded with conversations around the hardships that both parent and child will suffer. Our objective? To convince parliamentarians to put pen to page with a promise to re-write the protocols used b...
Best Environmental Cause Campaign
Change starts with you
23red
Client: Keep Britain Tidy
Cigarette butts are the most littered item in the UK - they may be small, but they are a huge problem. Smokers are unaware of the environmental impact of littering with a cigarette butt. The challenge is that dropping a cigarette butt is an unconscious habit - as soon as they are flicked, they are seen as someone else’s problem. What o...
Eat Your Pumpkin
Hubbub
Client: Hubbub
Want to hear something scary? Here goes...the UK throws away around 6.6 million tonnes of food each year. Last Halloween, a terrifying 22 million pumpkins were set to go to waste, meaning around £32 million worth of food would end up in the bin.
Eating the Earth (Wildlife Campaign)
Viva!
2022 was to be a landmark year for Viva! we hired a full-time environmental campaigner to spearhead Viva!’s commitment to achieving our objective, to show the correlation between how eating meat, dairy, fish and eggs is the number one driver of wildlife loss and ultimately, humanity’s future survival. The public response to this camp...
End Destructive Fishing
Greenhouse Communications
Client: Oceana
Supposedly protected marine habitats are being subjected to destructive trawling that tears up the seafloor, destroys marine biodiversity and accelerates the climate crisis. The UK public are outraged as the Marine ‘Protected’ Areas greenwash continues year on year, calling them nothing but ‘paper parks’. On the 2nd of March 2023, G...
The Endangered Aisle
Alfred
Client: The Fairtrade Foundation
To build visibility and understanding of The Fairtrade Foundation’s role in supporting farmers address the climate crisis and safeguarding the future of our food, Alfred launched The Endangered Aisle Campaign. Farming is becoming a more unstable profession due to rising costs, volatile coffee prices and deepening climate crisis. We ...
Best Fundraising Campaign
7 Years of Christmas
MBAstack
Client: Solace Womens Aid
There are many statistics about domestic abuse which make for harrowing reading, but one of the most shocking is the average length of time it takes women in the UK to leave an abusive relationship; seven years. Solace Women’s Aid helps women to escape abusive relationships and their aim was simple; make people aware of the 7-year s...
Bravery in Ukraine
Brandfuel
Client: Ukraine Embassy to the UK
When the Ukraine Embassy to the UK asked Brandfuel to help organise its Bravery in Ukraine fundraiser in early April 2022, there was no way we could refuse. More than seven million people had been forced to leave Ukraine since war broke out in February, with another eight million displaced or fighting for their homeland. Our objective...
Duvet Days
Evoke Mind+Matter
Client: Duchenne UK
Cosy. Inclusive. Simple. All too often community fundraising campaigns require someone to leap from a plane or break a sweat on a dauntingly long bike ride. Why can’t we do something good from a place of comfort? Our insight-led campaign helps people do just that, by encouraging them to host their very own ‘Duvet Day’. In fact, it’s pr...
From That Moment - 36 Hour Match Funded Campaign
The 10 Group
Client: Noah's Ark Children's Hospice
Born out of an urgent need for income to keep the charity afloat when COVID struck, the Noah’s Ark Children’s Hospice 36-hour matched fundraising initiative has become a true sector leader. Taking what they had learned from an exceptional major donor program and numerous gala dinners, Noah’s Ark utilised the friend-get-friend model of ...
The Emergency Fund Appeal
GOOD Agency
Client: The Trussell Trust
Purpose driven strategic and creative agency GOOD launched the Trussell Trust’s first-ever large-scale Emergency Fund Appeal as the charity’s network of food banks faced the threat of the most challenging winter yet. With food banks already giving out an emergency parcel every 13 seconds, the campaign appealed for urgent donations to h...
The Empty Plate Emergency Appeal
The Maverick Group
Client: The Felix Project
Over 400,000 families in London go without a meal every day. This terrible truth was going to get worse with The Cost of Living Crisis, so The Felix Project, one of London’s leading food poverty charities, needed to raise funds and feed families fast. Along with their pro bono advertising partner, The Maverick Group – The Empty Plate P...
Best Health Cause Campaign
Don't Google It, Fumble It
RAPP
Client: Fumble
The world teaches teenage boys about sex through the lenses of porn, playground chat and toxic influencers. In a world where 50% of Gen Z boys think ‘feminism has gone too far’, we wanted them to engage with sex in a more reliable way, that would prevent toxic attitudes towards women and LGBTQ+ people. So, we partnered with Fumble, t...
HER Disease
AML Group
Client: Heart Research UK
Coronary heart disease (CHD) kills twice as many women as breast cancer every year in the UK, yet it is often considered to be a ‘man’s disease’. Heart Research UK and creative agency AML launched a women’s awareness campaign called HER Disease, aiming to raise awareness of how women are affected by and dying needlessly from heart dise...
I Live with Dementia
Lark Agency
Client: Dementia UK
In January 2023, the teams at Lark and Dementia UK were incredibly proud to launch the second phase of ‘I Live With Dementia’. Three powerful TV and radio adverts now join five existing digital stills first released in 2021. The five-year campaign aims to show Dementia UK is here to support everyone affected by dementia. An estima...
Movember & Rugby League Cares – Rugby League World Cup 2021 Mental Fitness Charter
Movember
A world-first partnership for a major international sporting tournament saw Movember partner with RLCares and the Rugby League World Cup 2021 to deliver a mental fitness charter that put mental fitness at the heart of the tournament. This resulted in every player, team official, match official, teammate and volunteer being educated i...
OPPORTUNITIES TO SAVE
W Communications
Client: Anthony Nolan
Young men aged between 16 and 18 can make the biggest difference to saving the lives of people with blood cancer through stem cell donations than any other demographic. With more than 2,000 people needing this lifesaving intervention at any given time, Anthony Nolan urgently needed to capture their attention and convince them to become...
The Last Photo
Hope&Glory and adam&eveDDB
Client: CALM
We needed to make suicide and suicide prevention a national conversation again. We created an exhibition on London’s South Bank of 50 smiling faces which, initially, had no reference to CALM. On launch day we revealed – live on This Morning – that each was the last photo of someone who later took their own lives. There were over ...
Best Public Awareness Cause Campaign
Chegg.org Global Student Prize
Apollo Strategic Communications
Client: Chegg.org & The Varkey Foundation
The 2022 Global Student Prize celebrates some of the most talented and resilient students, who have demonstrated extraordinary resilience and determination in bettering their communities and beyond. Selected students have engaged in projects addressing issues such as climate change, poverty, water safety, and mitigating the impacts of ...
He’s Coming Home
MHP Mischief
Client: Women’s Aid
The Women’s Aid insight that instances of violence in existing domestic abuse relationships rise during major sporting events is not new. It’s a story that’s been heard before, and one that’s been told before - through numerous successful and impactful campaigns. But that doesn’t mean it’s a story we should stop telling. If anything,...
Surfers Against Sewage: Water Quality Report
Greenhouse Communications
Client: Surfers Against Sewage
Sewage pollution is blighting UK waterways, decimating ecosystems and causing harmful impacts to human health. Despite rising public outrage, the government is dragging its feet, allowing profiteering water companies to wreak havoc on our beloved rivers and seas. In November 2022, Surfers Against Sewage unveiled groundbreaking new d...
The C Stands for Children
Accomplice
Client: Unicef UK
UNICEF is an agency of the United Nations responsible for providing humanitarian aid to children worldwide. Their work is crucial to millions of children all across the world. However, when polled, people tend not to be clear about what they do or who they do it for. We needed to create clarity around UNICEF’s purpose with work that r...
The Ethiopian Folktale Campaign - Learning and preserving culture through English
ENAMEN Consulting
Client: British Council Sub Saharan Africa
The Ethiopian Folktale Campaign - Learning and preserving culture through English Many developing economies in Africa including countries like Ethiopia are increasingly recognising the economic value of learning English to improve language skills and contribute to individuals’ personal growth and global competitiveness. Learning Engl...
The Last Photo
Hope&Glory and adam&eveDDB
Client: CALM
We needed to make suicide and suicide prevention a national conversation again. We created an exhibition on London’s South Bank of 50 smiling faces which, initially, had no reference to CALM. On launch day we revealed – live on This Morning – that each was the last photo of someone who later took their own lives. There were over ...
Collaboration
Best Advocacy Campaign
Goals House
freuds
Client: The Global Goals
Goals House is a community of internationally renowned activists, thinkers, political figures, business leaders, and entrepreneurs, that come together at significant global moments united in the drive to achieve the UN’s Sustainable Development Goals (SDGs or Global Goals). The community's guiding principle is a profound understandin...
Rebuild General Practice
BB Partners
Client: British Medical Association, General Practice Defence Fund
In late 2021, General Practice came under attack. Unlike other NHS allies, GPs were subjected to a vitriolic front-page campaign from the Daily Mail, Daily Telegraph, The Express and in turn the Government. The premise? GPs were accused of being overpaid, underworked, and refusing to see patients face-to-face. The reality was that pos...
The power of investing in Africa’s potential - Empowering the youth, especially women for the future
ENAMEN Consulting
Client: British Council Sub Saharan Africa
The power of investing in Africa’s potential - Empowering the youth, especially women for the future The Covid-19 pandemic revealed to Africa and the world many inequalities in education, employability and gender disparity among young people and women in Africa. Despite these challenges, there is an exciting, thriving contemporary c...
Best Environmental Cause Campaign
BRITA x WDC: The Whale Watchers
Iris Worldwide
Client: BRITA
When BRITA set out to publish a children’s book, with an engaging and educational story around whale conservation, in association with Whale and Dolphin Conservation (WDC), it was told, “No way can you do this in less than twelve months. You’re mad,” (Penguin, when approached to publish the book). The campaign didn’t have this luxury o...
Bugün Var, Yarın Yok Olmasın (Eng: Exists Today, Let it Not Disappear Tomorrow)
Boyner
Boyner, the pioneering brand of fashion retail in Türkiye, strives for the future of all living beings in the world, believing in the necessity of pursuing nature-friendly policies and adopting a philosophy of life at peace with nature. Following this vision, Boyner joined hands with its business partner National Geographic. Both bra...
Mainstreaming Nature Positive
MSQ Sustain
Client: Nature Positive Coalition
Nature needs its own ‘net zero’ moment. But how do you bring together a fragmented, disparate collection of NGO’s, scientists, academics and businesses, and get them to unite and collaborate around a single idea? Our brief was to do just this, and to mainstream the term 'Nature Positive' and make it as urgent, as compelling and as well...
Best Equality & Inclusion Cause Campaign
#Merky FC
Hope&Glory
Client: adidas and #Merky Foundation
#Merky FC: a partnership between adidas and Stormzy’s #Merky Foundation will see real change in representation off the pitch in the football industry. The campaign achieved over 200 pieces of editorial coverage, including 30 pieces across national broadcast, print and online titles. As a result there were over 35,000 visits to th...
Creating the National Databank
Hope&Glory, Missive and Broadcast Revolution
Client: Virgin Media O2
Over 1.5 million homes remain without internet access, unable to connect with loved ones online, work and study remotely, or access vital digital services. We wanted to create a long-term solution to address data poverty. We launched the UK's first ever National Databank - like a food bank but for free mobile data - to tackle dig...
Digital Poverty Alliance Peak Visual Merchandising
Team ITG
Client: Currys
This Christmas, Team ITG supported Currys and their brand charity partner, the Digital Poverty Alliance in creating engaging festive store-window-theatre that empowered customers and colleagues to donate to the many children and families living in digital poverty in the UK and across the globe. Team ITG supported the campaign end-to...
Enough - Violence against Women and Girls
MG OMD
Client: Home Office
Violence against women and girls (VAWG) is endemic in the UK, with 75% of UK women having experienced harassment or violence. Yet only 4% have reported it, bystanders intervene in just 10% incidents, and 40% of young men struggle to identify some types of sexual harassment. Our campaign needed to shift the harmful societal attitudes th...
Make Your Comeback
23red
Client: Sport England and Strava
With gyms closed and exercise classes paused during the pandemic, 7 million women aged 14-60 reported taking a break from exercise. To help them rediscover the joy of movement we launched Make Your Comeback, a partnership between This Girl Can and Strava to help women get active in whatever way they choose. During the campaign 18,500 w...
The John Lewis Partnership & Create Not Hate - The People's Potato
Create Not Hate and Quiet Storm
Client: The John Lewis Partnership
John Lewis Partnership (JLP) is on a mission to be the most inclusive business in the UK. To this end, it wanted to tap into diverse and under-represented creative talent and give them an opportunity to do paid placements with the company by collaborating with Create Not Hate (CNH) - a community interest company founded by Trevor Rob...
Best Fundraising Campaign
Bravery in Ukraine
Brandfuel
Client: Ukraine Embassy to the UK
When the Ukraine Embassy to the UK asked Brandfuel to help organise its Bravery in Ukraine fundraiser in early April 2022, there was no way we could refuse. More than seven million people had been forced to leave Ukraine since war broke out in February, with another eight million displaced or fighting for their homeland. Our objective...
Digital Poverty Alliance Peak Visual Merchandising
Team ITG
Client: Currys
This Christmas, Team ITG supported Currys and their brand charity partner, the Digital Poverty Alliance in creating engaging festive store-window-theatre that empowered customers and colleagues to donate to the many children and families living in digital poverty in the UK and across the globe. Team ITG supported the campaign end-to...
Fight For What Counts
Daniel J Edelman
Client: The Global Fund
The Global Fund was set up in 2002 with the sole aim to eradicate HIV, TB and Malaria by 2030 - fighting healthcare inequities which have been ingrained in society, determining who lives and who dies. Brief: Head up Global Fund's 7th Replenishment cycle for funds. Specifically: • Create a campaign concept that cut through • Genera...
Best Health Cause Campaign
Help Protect The #Forgotten500K
mSix&Partners and The&Partnership
Client: Evusheld for the UK
For most of us, Covid-19 is a distant memory. With vaccines administered, we have returned to the humdrum of everyday life. However, for immunosuppressed patients and their families, the lockdown never ended. And after the UK government denied the NHS roll out of Evusheld - a preventative Covid-19 treatment - our shielders gave up hope...
Müd: Don't Hide What's Inside
Shape History
Client: BiteBack2030
Bite Back 2030 is a youth-led charity campaigning for a healthier generation. We worked with their Youth Board – a team of passionate teenage activists – on a stunt to get their Don't Hide What's Inside campaign noticed by some big players in business and government. Our creative idea made health claims on food labels a talking point o...
The Real Self Check Out
ASDA
Client: Breast Cancer Now & CoppaFeel!
Asda Tickled Pink is the long-running awareness and fundraising partnership between Asda, Breast Cancer Now and CoppaFeel!. The partners work closely together to make checking your boobs, pecs or chest as normal as your Asda shop. The earlier breast cancer is diagnosed, the better the chance of successful treatment. 98.7% of women diag...
The Truth, Undressed
AnalogFolk Group
Client: Canesten, Bayer Consumer Health
Canesten is on a mission to help young people with a vagina better understand their body and have greater confidence to look after their intimate health. The UK is seen as a progressive nation for sexual health education, however only 6% of UK women (aged 16-25) learned about intimate health conditions through education. This is vas...
Best Public Awareness Cause Campaign
Back to School with Boots and The Hygiene Bank
Boots UK
Client: The Hygiene Bank
Having access to basic daily hygiene essentials like soap, shampoo, toothpaste is something many can take for granted, and hygiene poverty is a reality that many people - and families are facing. Boots and its charity partner, The Hygiene Bank launched their Back to School campaign for the second year running. The aim was to sensiti...
Enough
FCB Inferno
Client: Home Office
We all have a role to play in ending violence against women and girls (VAWG) – and whilst the general public’s understanding of this shared responsibility has never been higher, it often feels daunting to intervene when you witness an incident. Sadly, it’s something many of us will have experienced; stood on the train platform, in a ...
HSBC UK Safe Spaces
Wunderman Thompson
Client: HSBC UK
When people think of domestic abuse, they think of physical violence, but the problem is more complex. Economic abuse occurs in 95% of domestic abuse situations. Yet 69% of Brits don’t see the two as related. To help people regain control of their finances, HSBC partnered with domestic abuse charity, Hestia, and turned all its branch...
Shop Smart, Cook Savvy
Sense Communications and Weber Shandwick
Client: Iceland and Utilita
Upon completion of pioneering research on the cost of cooking, energy supplier, Utilita, approached Iceland Foods with findings that had the power to help every household cut their cooking costs, during unprecedented energy price rises, caused by Putin’s war on Ukraine. Under Iceland’s commendable ‘Doing it right, right now’ CSR umbr...
The Iceland Food Club
Ketchum
Client: Iceland Foods
In order to battle the rising cost of living, and in response to evolving needs of its customers, a first-of-its-kind affordable credit solution - the Iceland Food Club - was created by Iceland Foods in partnership with charity-owned lender Fair for You. The program provides the distribution of innovative micro-loans of £25 - £100 to h...
You vs Train 'Shortcuts'
Storycatchers
Client: Network Rail
Trespass on the railway is a major issue. People mistakenly believe they understand all the risks – and are overly confident in their ability to avoid them. If I can safely cross a busy road, I can manage an empty train track, right? Wrong. We raised awareness of the risks via a unique partnership with Reach Media, who allowed u...
Brand Led
Best Advocacy Campaign
#DigitalflashingIsFlashing
Hope&Glory and Broadcast Revolution
Client: Bumble
Our campaign to position Bumble as the safest dating app for women led us to campaign on behalf of women online everywhere: calling for cyberflashing to be treated in the same way as flashing IRL. In all, the campaign delivered over 484 pieces of coverage. As importantly, 100% of pieces featured key messaging highlighting Bumble’s ca...
Be Seen Be Heard
Headland Consultancy
Client: The Body Shop
The Body Shop’s purpose is to fight for a fairer, more beautiful world and over decades it has delivered changemaking activism on everything from animal testing to rainforest protection. But in the post-Anita Roddick era, the reality is that the brand’s position as an activist had diminished. To succeed in the 2020s, it needs to reclai...
Free To Switch
Shared Voice
Client: Hyperoptic
Free To Switch is an integrated campaign between Hyperoptic and Shared Voice designed to raise awareness among Government, the telecoms regulator, Ofcom, and the public about the industry-wide ‘unfair’ practice of above-inflation mid-contract price rises. Hyperoptic’s overall strategy is to differentiate from large broadband competitor...
Goals House
freuds
Client: The Global Goals
Goals House is a community of internationally renowned activists, thinkers, political figures, business leaders, and entrepreneurs, that come together at significant global moments united in the drive to achieve the UN’s Sustainable Development Goals (SDGs or Global Goals). The community's guiding principle is a profound understandin...
Open Doors – highlighting the issue of illegal access refusals
Tin Man
Client: Guide Dogs
“This is a café, dogs aren’t allowed in here” “That dog can’t come in my taxi” “You and your dog are going to have to get off this bus” Except we’re not just talking about dogs. We’re talking about guide dogs and special assistance dogs and their owners. Real people. Causing humiliation and exclusion for the visually impaired commu...
Best Environmental Cause Campaign
Felicity Plasticity
Headland Consultancy
Client: Milliways
Created in 2021, Milliways is an award-winning and best-selling plant-based, plastic-free and environment friendly chewing gum. Its Super Natural Gum is made from 100% plant-based and plastic-free ingredients, making it biodegradable, compostable, vegan, sugar-free, gluten-free, aspartame-free, sustainable, and incredibly delicious! ...
Garnier Recycles 92 Tons of Waste in Saudi Arabia
L'Oreal Middle East
Largely considered the most urgent and impactful contemporary environmental crises by scientists and other experts, climate change is the most high-profile challenge facing the world today. For years, many public figures have sounded the alarm regarding growing carbon dioxide concentrations in the atmosphere, which could lead to a ling...
Get Dirty To Save Earth's Skin
Red Consultancy
Client: Weleda
Soil health is critical but not often discussed. A third of the world’s soil is degraded, threatening global food supplies, causing species extinction and increasing carbon emissions. Weleda, the original green beauty brand, tasked Red Consultancy to raise awareness of the issue and encourage consumers to join them in becoming activ...
Trainline ' I Came by Train'
Mother London
Client: Trainline
Every day, we’re bombarded with drastic actions needed to meet our climate targets, but these tactics can leave people feeling scared or overwhelmed. So, we created I Came By Train, a more manageable way to make an impact. If we all switched just one car or plane journey to a train journey, every year, we could collectively save millio...
Vodafone #SwitchToGreen
Superunion
Client: Vodafone Group
At Vodafone, we’ve been connecting people for decades.Progressing people’s lives is what we do. Today, an important part of that includes responding to the challenges affecting us all, so we’re putting climate change up front and centre. From the energy we’re run on, to the way that our products are used, our #SwitchToGreen campaign ...
Best Equality & Inclusion Cause Campaign
#DigitalflashingIsFlashing
Hope&Glory and Broadcast Revolution
Client: Bumble
Our campaign to position Bumble as the safest dating app for women led us to campaign on behalf of women online everywhere: calling for cyberflashing to be treated in the same way as flashing IRL. In all, the campaign delivered over 484 pieces of coverage. As importantly, 100% of pieces featured key messaging highlighting Bumble’s ca...
#Merky FC
Hope&Glory
Client: adidas and #Merky Foundation
#Merky FC: a partnership between adidas and Stormzy’s #Merky Foundation will see real change in representation off the pitch in the football industry. The campaign achieved over 200 pieces of editorial coverage, including 30 pieces across national broadcast, print and online titles. As a result there were over 35,000 visits to th...
Barbie x Space | Inspiring girls limitless potential
Mattel
The European Space Agency's astronaut Samantha Cristoforetti appeared from the International Space Station (ISS) with her Barbie doll as part of a mission to inspire girls to consider careers in science, technology, engineering, and mathematics (STEM). As the number one girls’ brand, this mission was part of Barbie’s ongoing commitment...
Getting the Nation Talking... In BSL
Tin Man
Client: Cadbury Fingers
‘The fear of missing out’ or FOMO, is a jokey phrase used so much in conversation it now appears in the Oxford English dictionary. However, for the deaf community, it’s no laughing matter. The frustration of missing out on conversations and human connections for this community is their daily reality. Cadbury Fingers’ new campaign c...
HANDS OFF THE MANGROVE
W Communications
Client: Grow2Know
West Londoner Tayshan Hayden-Smith had trials with football teams including Crystal Palace, Fulham, Newcastle, and Watford before quitting the game to take up gardening as a form of activism, transforming a patch of wasteland in the shadows of Grenfell Tower with no experience at all. His first-hand experience had shown him that garden...
Speedo - Swim United
Livity
Client: Speedo
Despite swimming being part of the national curriculum, 1 in 4 children leaves primary school unable to swim every year. That’s 25% of all kids who are at risk of drowning if they were to fall into water. Typically, these children come from ethnic minority and socially disadvantaged backgrounds and with pool closures and the cost of ...
The Most Inclusive Airline in the Skies
Tin Man
Client: Virgin Atlantic
When the biggest non-binary star, Sam Smith, shares and duets with your content THREE TIMES organically, when you land 550+ pieces of global coverage in three days and when you trend across all social media platforms…. you know you’ve made an impact. But when you genuinely make a difference to both the people who work for the busine...
Best Fundraising Campaign
Aviva Community Fund Cost of Living Boost
krow.x agency
Client: Aviva
86% of the UK’s small charities are worried about the impact that rising living costs are having – not just on people who rely on their services but on potential supporters too. These are the causes that are integral to local communities – thousands of brilliant people working tirelessly to keep their communities together and make a di...
Building Happier Futures
John Lewis Partnership
*Having spent significant time building our knowledge of the care sector, we were struck by the profound inequalities that many children and young people who’ve grown up in care face - who are more likely to be made homeless than go to University. *As a business driven by its purpose (working in partnership for a happier world) we wa...
Best Health Cause Campaign
Always Read the Label
Hill+Knowlton Strategies
Client: Haleon
Helping people access vital information on their products was one of the first initiatives from Haleon, a global leader in consumer health, to make everyday health more inclusive. 93% of visually impaired people said they don’t feel health products are accessible enough and almost 1 in 5 have taken the wrong dosage as they couldn’t r...
Jo Malone London World Mental Health Day 2023
Jo Malone London
Since 2012, Jo Malone London (JML) has been committed to stamping out stigmas surrounding mental health, proudly supporting inspirational charities. To commemorate 10-years of our mission, on World Mental Health Day 2022 JML launched the Shining A Light On Mental Health Foundation, providing support for individuals and families affecte...
Medical supplies for the Ukraine Crisis
Circle Health Group
When the war in Ukraine escalated in February 2022 Circle Health Group, the UK’s largest independent provider of hospital services, felt compelled to act. In a matter of weeks, the organisation began an operation to delivery medical supplies to six community teaching hospitals in Ukraine. The campaign hinged on two key elements. The fi...
One Voice
Weber Shandwick Turkey
Client: Gilead Turkey
Breakthroughs in treatment over the years have made it possible for people with HIV to have healthy, long and happy lives, as long as they keep to a regimen of medication and regular checks. Although there has been a decline in HIV cases worldwide, Turkey still is one of the countries with the highest increase rate. Widespread stereoty...
The Round Table of Health Inclusivity
Daniel J Edelman
Client: Haleon
To bring crucial discussions around access to healthcare to everyone, Haleon presents the Round Table of Health Inclusivity, which uses global health data to bring the many that are affected by decisions made by the few into the conversation.
The Truth, Undressed.
Evoke Mind+Matter
Client: Canesten, Bayer
Canesten is a brand on a mission. We are helping young women feel confident to talk about and take care of their intimate health because right now, knowledge is low. In fact, just six per cent of UK women find out about intimate health conditions through education. Incredibly, 60 per cent of UK women only find out about vaginal infecti...
Best Public Awareness Cause Campaign
Aldi's My Reading Journey
BCW
Client: Aldi
Since Covid and lockdown, UK children’s reading levels has dropped dramatically with literacy levels becoming a problem for everyone. This summer, Aldi shone the spotlight on childhood book ownership. The campaign, ‘My Reading Journey’, was inspired by the heart-breaking fact from the National Literacy Trust that one in seventeen child...
Dramatic Transformation
Golin
Client: Asics
ASICS stands for 'Anima Sana In Corpore Sano' meaning ‘A Sound Mind in a Sound Body’. In 2022, the connection between physical movement and mental health faced its greatest challenge, with exercise culture increasingly becoming about getting the perfect body – with a focus on extreme physical transformations - while the subtle mental h...
He’s Coming Home
MHP Mischief
Client: Women’s Aid
The Women’s Aid insight that instances of violence in existing domestic abuse relationships rise during major sporting events is not new. It’s a story that’s been heard before, and one that’s been told before - through numerous successful and impactful campaigns. But that doesn’t mean it’s a story we should stop telling. If anything, i...
HSBC UK Safe Spaces
Wunderman Thompson
Client: HSBC UK
When people think of domestic abuse, they think of physical violence, but the problem is more complex. Economic abuse occurs in 95% of domestic abuse situations. Yet 69% of Brits don’t see the two as related. To help people regain control of their finances, HSBC partnered with domestic abuse charity, Hestia, and turned all its branc...
Pulling in the Right Direction
MHP Mischief
Client: Avanti West Coast
When Avanti instructed us to support their drive for hiring more female train drivers, there were more than a few leaves on the track.A troublesome mix of ongoing industrial action and negative sentiment towards the industry from the media as well as the public created a hostile environment in which TOCs could not campaign without bein...
The Govox Schools Mental Health Programme
Goodness PR
Client: Govox
One in 14 children have attempted suicide by the age of 17. Govox, which offers a mental health support platform, wanted to help address the issue. Developed in conjunction with NHSx and Kings College London, Govox is designed to identify those who are silently suffering from mental health problems. Sadly, many state schools do not hav...
Organisation
Agency of the Year
89up
89up is the global agency for non-profits. We campaign for great causes, build technology, develop strategies to tackle complex problems and inspire action. The idea for 89up came when our founder was in Belarus at the funeral of a murdered dissident and discovered that Bell Pottinger was working for the dictatorial government. Autocra...
CPB London
Inspired by the conversations we helped start around unconscious bias for IWD 2022, in April ‘22, we began to fully embed purpose into our offering. Our aim: to become an impactful creative agency of change. We developed a purpose-fuelled creativity framework and invested in a dedicated Director of Purpose, to consult on all client b...
Kindred
Kindred – the pioneers of positive change We’re an independent agency delivering positive change. Our objective for the last 12 months was to drive sustainable growth by reinforcing our position as the pioneers of positive change. We set out to prove that Kindred is the original, best, genuine article –we’ve focused on purpose-le...
Porter Novelli
2022 was the year we had to accelerate transformation.We went platinum in 2021 with 25% growth and we knew we had a hard second album to follow in 2022. After a successful ‘first’, the follow-up film or sequel book is always tougher. Energy levels are lower and doubt creeps in. This was the biggest challenge we faced in 2022 - were we...
Tin Man
Vodafone. Virgin Atlantic. Amazon Alexa. Magnet Kitchens. Gumtree. Luton Airport. These are just some of the blue-chip brands that chose Tin Man in the last 12 months and just some of the brands who want our unique blend of purpose driven consumer comms. 2022 was our best year ever. We grew by 46%, doubled in size and still had 100%...
We Are Futures
WE ARE FUTURES - BUILDING BRILLIANT FUTURES We Are Futures has one main 'Purpose'… To ensure the next generation fulfil their purpose. We now reach an incredible 10 million young people in the UK. And we're certainly not stopping there. We've worked with Sky Arts to get students' creative juices flowing with the largest eve...
Brand of the Year
ITV's Social Purpose: Shaping culture for good
As the UK’s largest commercial public service broadcaster, reaching millions of people every day, ITV has the opportunity to change minds and behaviours, using its creativity, content and channels to inspire positive change in the wider world. ITV is committed to going beyond the screen to make a positive impact on society. This wou...
Primula
Primula’s founder began life as a cheesemonger, where his passion for people, community and all things cheese began. For the last sixty years, those values have remained constant. The iconic cheese brand has a simple mission to create value for good causes in the local area and beyond through the sales of its products. The brand bel...
Virgin Atlantic
This is the story of how, post the COVID-19 pandemic, we successfully relaunched one of Britain's most storied brands, setting Virgin Atlantic up for a new era of travel with a purposeful brand platform rooted in reassessment. By connecting the brand's iconoclastic spirit to a new cultural zeitgeist, where we are all looking at our ...
Well Pharmacy
Well Pharmacy first appeared on the UK’s high streets in 2014 but the history of the business goes back much further than that. The company by its current name emerged following the acquisition by the Bestway Group of the Co-operative Group’s pharmacy operations which had been a major provider of community pharmacy services for over 7...
Leader of the Year
Mark Fawcett, Chairman & Chief Executive
We Are Futures
MARK FAWCETT – BUILDING BRILLIANT FUTURES When it comes to helping young people fulfil their potential, there's no better 'Future' leader than Mark. Mark has always been passionate about the huge difference he can make to young people, especially those with challenging backgrounds. So, his lifetime goal has always been to help yo...
Hugo Tagholm, Executive Director & Vice President
Oceana in the UK
What makes a great leader? Courage, commitment, and creativity. And Hugo Tagholm has all three in spades. He’s dedicated his life to campaigning for the health of our ocean, from the beach front to the front benches of Parliament. Spearheading action on water quality, plastic pollution and climate action, Hugo put Surfers Ag...
Kelly Hogarth, Founder
Thelma Gwen
Kelly is an industry-leader in purpose driven strategy. She is a creative strategist with corporate know-how, and her work with Marcus Rashford and Raheem Sterling has transformed how we see talent partnerships activated. Her purpose-led, authentic, visionary approach to strategy has reaped significant return for all brands she partner...
Campaign of the Year (Not For Entry)
The Most Inclusive Airline in the Skies
Lucky Generals and Tin Man
Client: Virgin Atlantic
When the biggest non-binary star, Sam Smith, shares and duets with your content THREE TIMES organically, when you land 2,000+ pieces of global coverage in three days, and when you trend across all social media platforms - you know you’ve made an impact. But when you genuinely make a difference to both the people who work for the bus...
