This award is open to any agency, consultancy or organisation that has developed an internal or external campaign to push environmental or social issues into the spotlight between 2017-2019 (or ongoing), or those which have developed and implemented effective purpose marketing which has created real change (also see Best Environmental Behaviour Change category).
The campaign 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 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 within organisation’s principles or within the wider community.
Judges will consider and reward 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.
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.
Judges will be looking for evidence of the following points within the supplied application form (weighting percentages in brackets):
- A clear strategy with objectives based on audience insights and how the campaign was scoped and developed with a creative and novel approach to communicating its message and engaging its target audience; (20%)
- Campaign execution: how creatively and effectively the campaign reached its key audiences and achieved its objectives; (35%)
- Beyond awareness-raising: Measurement of the impact of the campaign: whether the campaign positively influenced behaviour change resulting in quantifiable impacts; (25%)
- The campaign’s integrated legacy to ensure ongoing change within the organisation or the wider community and in its subsequent campaigns. (20%)