Behaviour Change Campaign of the Year Award

Category Description

This award is open to any organisation that has developed an internal or external campaign to successfully push environmental or social issues into the spotlight between 2021-23 (or ongoing), or those which have developed and implemented effective purpose marketing which has created real transformation, especially in the field of behaviour change.

Measurement of the campaign will include innovation in terms of the co-development of the campaign if it was created in partnership, in the methods used to communicate and engage with the target audience(s), and the integration of the campaign message with the organisation’s core activity.

Judges will consider campaign objectives including promoting awareness, direct fundraising, inspiring action for a cause or any other purpose driven objective. Outcomes should relate to the campaign’s target demographic and inside the client organisation’s own staff and operations.

When it comes to behaviour change campaigns, the judges will be looking for evidence of: verifiable reductions in the undesirable behaviours targeted/increase in desired behaviours; metrics such as carbon emissions reductions, water saved, food waste reductions and/or waste generation reductions; changed attitudes and new behaviours. They will consider the degree of innovation in delivering the initiative; the use of awareness raising through traditional and social media to promote efforts amongst the target audience; integrating these new desirable behaviours and helping to ‘normalise’ them; and any other secondary positive impacts that may have arisen from the intervention.

We request a total word count of 1500 words +/-10% (excl. supporting docs). Any confidential data will be treated as such and only shared with the judging panel.


Judges will be looking for evidence of the following points within the supplied application form (weighting percentages in brackets):

  1. A clear strategy with objectives based on audience insights and how the campaign was scoped and developed. Creative and novel approaches to communicating its message and engaging its target audience will be rewarded; (20%)
  2. Campaign execution: how effectively the campaign reached its key audiences; (25%)
  3. Beyond awareness-raising: Measurement of the impact of the campaign: whether the campaign positively influenced behaviour change resulting in quantifiable impacts; (35%)
  4. The campaign’s integrated legacy to ensure ongoing change within the organisation or the wider community, and laying the ground for any subsequent campaigns. (20%)

PLEASE NOTE: The criteria above are different to the questions in the application form. You will need to follow the application questions; cross-referencing these with the criteria to ensure you’ve captured them within your application. The criteria are followed by the judges in order to compare all entries in each category like-for-like, Please ensure you register / login to AwardStage (Opens 1st Feb), select the category and export a PDF copy of the questions. Some category application questions differ. The application questions will be available four weeks before entries open, so if you wish to get them ahead of time please email us.

Are we eligible to enter?

Our awards programme is open to all organisations of any kind… companies large and small, charities, not-for-profits, social enterprises, NGOs, membership and accreditation organisations and government departments including local and county councils. We are all about rewarding sustainability practice – in all its forms. So if your organisation is making a difference, directly or indirectly to people and planet, you’re eligible.

We don’t just recognise businesses that are operating responsibly, or supporting / partnering with worthwhile causes. We also actively encourage entries from organisations that have been specifically set up or adapted to offer a product or service that tackles a social or environmental problem.

Our category descriptions and criteria have been written to guide entrants on what content should be detailed in their entries. However, we do not expect square pegs to fit in round holes… Some of your business activities or dedicated programmes might not fit entirely with any one specific category. In these cases, the descriptions and criteria are open to an element of interpretation and rest assured that our judges will still take into account entries that are strongly aligned with the overall context of the category.

If you have any concerns about the suitability of your entry, or would like to discuss your activities in more detail, we are here to help. Give Karen a call on 07813 718541 or email us.