Best Campaign of the Year Award

Category Description

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 2019-21 (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.

Word count: 1500 with 10% allowance.


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%)

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.