GOLD
Biffa, Valpak, Westmorland & Furness Council and Cumberland Council – The Baa-ttery Campaign
The Baa-ttery Campaign is an award-winning initiative tackling one of the UK waste sector’s fastest-growing safety risks: fires caused by incorrectly disposed batteries and vapes. Created by Biffa in partnership with local authorities, schools, fire services and Valpak, the campaign uses creative education to drive real behavioural change. At its heart is SuperEwe—a memorable mascot that made battery recycling fun and accessible through school competitions, live fire demonstrations, media campaigns, outdoor advertising and digital content. In just four months, the campaign engaged 269 primary schools, with over 70% participating and collecting more than two tonnes of batteries. Following its success, it expanded across Cumbria, achieving 75% school participation and collecting a further 1.5 tonnes. Battery-related fires at local MBTs fell from 59 to 31, proving that creative communications can deliver measurable environmental and operational impact.
GOLD
Internet Watch Foundation & Consider Creative – Think Before You Share
Teenagers are growing up in a world where sharing nudes and talking to strangers online has become normal – putting them at serious risk, and contributing to a horrific rise in child sexual abuse material on the internet.
That’s why the Internet Watch Foundation partnered with Consider to create a communications campaign to get teenagers, parents, carers, and educators talking about the issue, and most importantly, de-normalise nude sharing.
The creative idea was simple but brilliant: sexualised fruit, pushed to the limits of what’s shareable. By pairing shock and humour with a one-line heuristic, ‘Think Before You Share’, the campaign was flexible for different audiences yet sharp enough to stop teenagers scrolling.
The campaign was an astonishing success – smashing industry benchmarks, delivering 122M+ impressions, 350K+ clicks and an astounding 94% YouTube view-through rate, 3x the industry benchmark.
SILVER
Johnson Outdoors & The National Wildlife Federation – The Clean Earth Challenge: Inspiring Everyday Action for Nature
The United Nations identifies a “triple planetary crisis” of climate change, biodiversity loss, and pollution. Pollution is the most visible, with litter harming nature, contaminating water, and jeopardizing community health. For many, eco-anxiety, the fear that individual actions can’t match the scale of the crisis, has replaced optimism.
The National Wildlife Federation and Johnson Outdoors designed the Clean Earth Challenge to break that cycle, replacing helplessness with visible, collective action. What began as a goal of removing 1 million pieces grew to 13.2 million, ~1,200% above target, across 10+ countries, with ~350,000 participants and 50+ national partners, including Behr Paints, New York Life, Major League Fishing, and the Chesapeake Bay Foundation.
Post-participation surveys reveal durable change: 87% feel more hopeful that their actions matter, 82% feel more connected to nature, and 95% intend to do it again, turning single acts into lasting stewardship that grows with every season.