This award is open to any engagement between a client organisation and an agency or consultancy in which they have together pushed a sustainability issues into the spotlight in the UK between 2015-2017, or those which have developed and implemented effective purpose marketing which has created real change.
The award will be given to the most innovative, engaged and successful campaign to publicly promote an organisation’s sustainability and social impact initiatives, ‘purpose’ work, or sustainability in general. Extra weight will be given to those that not only raise awareness of key issues, but also promote behaviour change both within and outside of the organisation.
Measurement of the campaign will consider innovation in terms of the co-development of the campaign, in the methods used to communicate and engage with the target audience(s), and the integration of the campaign message with the client organisation’s espoused principles and their operations.
Judges will consider and reward campaign objectives including promoting awareness, direct fundraising, inspiring action for cause or any other tangible objective. Outcomes should relate to the campaign’s public target demographic and inside the client organisation’s own staff and operations.
In judging this award, the panel will specifically be looking for evidence of the degree of innovation in scoping and developing the campaign and in measuring its overall impact; quantified details of the reach and effectiveness of the campaign; and details of any third party involvement in developing and delivering the campaign. Particular attention will be paid to the way the working relationship between client and agency created more successful results.
Please note, that for consistency, it is ‘the client’ organisation, rather than the agency or consultancy that should be named as the entrant for this category, but both parties receive an award if it is the winning entry. Either company can file the application.
Judges will be looking for evidence of the following points within the supplied application form (weighting percentages in brackets):
- How the campaign was scoped and developed to set new standards for innovation and creativity to communicate its message and engage its target audience; (15%)
- The measurement of the reach and impact of the campaign: whether the campaign effectively communicated its message and whether it positively influenced behaviour change resulting in quantifiable impact; (40%)
- The campaign’s integrated legacy to ensure ongoing change within the client organisation and in its subsequent campaigns; (25%)