Shortlist Announced


This year's worthy winners will be announced across the week commencing 8 July. 

You will find the results across PRWeek, Campaign and Third Sector both online and in print. We look forward to bringing you the results! 

Good luck. 

Shortlist


Brand Led

Watermarks for Water

FCB Chicago

Client: Getty Images

Getty Images has a community of professionals who browse/purchase images every day. We directly targeted this network of users by encouraging them to remove our watermark and remove impurities from water-all they needed to do was license an image.

IKEA – The Last Straw

Karmarama

Client: IKEA

Our aim was to make IKEA a champion of sustainability. As a brand associated with “peak stuff” we used creativity to change perceptions. We immortalised IKEA UK & Ireland’s last single-use plastic straw, making it an emblem to drive positive change.

StorySign - Powered by Huawei AI

FCB Inferno

Client: Huawei

Many of the world’s 32M deaf children struggle to read. Huawei wants to push the limits of what’s humanly possible. StorySign is a global first, a free app that turns words from books into sign language, opening the world of reading to deaf children.

Casey House Healing House: Relax Your Fear Smash Stigma

Narrative

Client: Casey House

Healing House: The Relax Your Fear campaign sought to reignite the conversation about stigma towards HIV positive/AIDS patients, and challenge Canadians to face their misconceptions.

It's A Wonderful Line

The Romans

Client: Virgin Trains

Here’s a campaign that took an iconic piece of popular culture and deployed it on an epic scale to shine a light on mental wellbeing at Christmas and let those who need help know where to find it.

To be announced with the winners in July.

The cUUpcakes

DNA medical communications

Client: Roche

This campaign sees pharmaceutical company Roche teaming up with local NGOs to raise urgent awareness of the risks of breast cancer and the importance of early detection.

Levi's "Use Your Vote"

FCB West

Client: Levi Strauss & Co.

Use Your Vote” reframed voting from being seen as a chore, to an empowering opportunity to have your voice heard. Our campaign generated national conversation and changed how people think about voting.

Absolut: Better Journeys Home

John Doe

Client: ABSOLUT

Absolut tasked John Doe to create a compelling campaign that would inform young adults across major cities in the UK about the dangers of drink driving and present alternatives in the lead up to Christmas 2018.

Armistice Day

TMW Unlimited

Client: Westminster City Council

100 years ago, Londoners gathered in Piccadilly Circus to mark the end of WW1 – and remember the 1 million Britons who died in the war. For the Armistice centenary, we brought Piccadilly to a standstill again with an extraordinary experiential film.

Who Sprinkled Salt on My Cake!

Weber Shandwick Korea/ McCANN Health Korea

Client: Eisai Korea

Creating an AR storybook for children and distributing all over the country, we aimed to generate conversation among families with regards to dementia and implement the perception that it is a manageable disease if found early.

Charity or NGO

Rang-tan: the story of dirty palm oil

Mother London with Weber Shandwick Manchester, Passion Animation Studios, 750mph and Taylor Herring

Client: Greenpeace UK

UEG Week: Single-use plastics

Spink

Client: United European Gastroenterology

Spink worked with United European Gastroenterology to uncover research that demonstrated the first evidence of microplastics in human stools. Following substantial media coverage, the European Parliament approved a ban on single-use plastics by 2021.

Obesity and cancer awareness campaign

Cancer Research UK

Client: Agency partner - Anomaly

22,800 cases of cancer in the UK each year are caused by obesity, only smoking currently causes more. This cannot be ignored. We created a campaign to get it on government agenda - making the obesity/cancer link as famous as the smoking/cancer link.

Twinkle Twinkle Little Heart

Golin

Client: Tiny Tickers

To get a nation who are focused on last-minute Christmas shopping to consider the plight of child heart patients, Golin connected the Christmas lights of London’s famous shopping district to the heart monitor of a 2-year old heart patient.

It Starts With Your Heart

MullenLowe London

Client: The British Heart Foundation

This is a story about how we overturned outdated perceptions of the British Heart Foundation: from a fusty old establishment researching only heart disease, to a fearless modern charity taking on Britain’s biggest killers.

Rock the Ribbon

St Luke's Communications

Client: National AIDS Trust

To address the stigma surrounding AIDS & change behaviour we got the world to Rock the Ribbon on World Aids Day. Created a brand world, film & a world 1st interactive poster site that triggered donations = 60m impressions in 5 days & ribbons sold out

The Most Human Instinct

Weber Shandwick

Client: Unicef

The Most Human Instinct made huge impact. It was UNICEF’s most successful Instagram video of all time, without media spend. Over 15 million views and 150,000 petition signatures were delivered to global decision makers at the World Health Assembly.

Endangered Syndrome

FCB Canada

Client: Canadian Down Syndrome Society

An increase in Down syndrome pre-natal screening and termination rates has led to a rapid decline in the population and associated resources. We created Endangered Syndrome: a campaign to put people with Down syndrome on the endangered species list.

The Launch of Openly - Impartial LGBT+ News for a World That Isn’t

FleishmanHillard Fishburn

Client: Thomson Reuters Foundation

LGBT+ rights are human rights. When factual journalism comes from a trusted source, society thrives. But right now, LGBT+ News is currently under-reported globally. The Thomson Reuters Foundation launched LGBT+ news platform Openly to change that.

Understand Me

OMD UK

Client: NSPCC Childline

We teamed up with SBTV to show young people that they weren't alone when it came to discrimination and racial bullying.

Stop Traffick

BBDO Atlanta

Client: Street Grace

During Human Trafficking Awareness Month and just one month before the Super Bowl, a caravan of 72 school buses drove through midtown Atlanta, creating a mile-long message that represented 3,600 kids sold into sex trafficking in Georgia each year.

PupAid & Lucy's Law

Belle PR

Lucy’s Law was the campaign to ban the third-party sale of puppies, helping bring an end to the horrific breeding process of puppy farms in the UK. In December 2018, the UK law was changed – a victory for campaigners, dogs, and of course Lucy’s Law.

Endangered Syndrome

FCB Canada

Client: Canadian Down Syndrome Society

An increase in Down syndrome pre-natal screening and termination rates has led to a rapid decline in the population and associated resources. We created Endangered Syndrome: a campaign to put people with Down syndrome on the endangered species list.

#CoverTheProgress

KETCHUM INC

Client: Discover Puerto Rico

One year after Hurricane Maria struck Puerto Rico, we directly challenged media to #CoverTheProgress instead of resurface the destruction, and replaced a viral S.O.S. message residents had painted in a storm-ravaged town with “Bienvenidos!” (Welcome)

Boys Don’t Cry

Narrative

Client: White Ribbon

In the era of #MeToo, toxic masculinity has become a hot-button issue. To convey the scope of the problem and spark debate, White Ribbon needed to show how a lifetime of outdated social instructions can lead to the most toxic form of masculinity.

A nation says ‘Thank you’

The Royal British Legion

In 2018 The Royal British Legion led the nation in saying ‘Thank You’ to the WWI generation who served, sacrificed and changed our world.

Action for Children - Secret Santa

Arthur London

Client: Action for Children

Action for Children’s ‘Be a Secret Santa’ campaign asked for donations to give vulnerable children a safer, happier Christmas. They won’t know who it was that made sure that they felt loved, but they will know that somebody was there for them.

Harvest Appeal 2018: Together We're Powerful #Stand Together

Christian Aid

The Harvest Appeal 2018 raised funds to help women in Honduras, Burkina Faso, Malawi and Ethiopia find employment and earn an income using sustainable energy. As a result they gained respect within their communities and were able to help others.

Concrete Jungle

Don't Panic

Client: Sumatran Orangutan Society

'Concrete Jungle' imagined what it would look like if our beloved Jungle Book characters were displaced across city streets around the world. The film helped Sumatran Orangutan Society raise the full funding needed for its Rainforest Home Appeal.

Driving blood stem cell registrations

FOUR COMMUNICATIONS GROUP

Client: DKMS

Four Communications worked with DKMS to drive sign-ups to the UK’s aligned stem cell registry by raising the profile of the blood cancer charity in the UK market. Our work resulted in over 10,000 registrations.

A Difficult Read

MediCinema

MediCinema builds state of the art cinemas in UK hospitals to improve the well-being of patients and their families. MediCinema partner Vue offered to create a nationwide advert which would aim to raise funds and positive awareness for the charity.

CALM

adam&eveDDB

Client: CALM - Campaign Against Living Miserably

We created 84 hyper-realistic sculptures, representing the lives lost to suicide every week in the UK. The sculptures were displayed atop ITV’s Southbank tower and supported with a week of mental health programming on This Morning.

Posts Into Letters

Area 23, An FCB Health Network Company

Client: Change the Ref

After shootings, Americans flood social media with calls for change. Few write letters to Congress. So we helped people turn their posts into letters written in the handwriting of school shooting victim Joaquin Oliver.

The Rape Tax

Area 23, An FCB Health Network Company

Client: NOVA

In the US, rape victims are forced to pay an average $1000 in hospital bills after their assault. To raise awareness of this injustice and a legal support network, we rewrote real survivors’ medical bills with the true story of their sexual assault.

Lucy's Law

Belle PR

Lucy’s Law was the campaign to ban the third-party sale of puppies, helping bring an end to the horrific breeding process of puppy farms in the UK. In December 2018, the UK law was changed – a victory for campaigners, for dogs, and for Lucy’s Law.

Street harassment: I say it’s not OK

Plan International UK, film by Shona Hamilton (freelance)

Client: Plan International UK

From parks and bus stops to high streets, UK girls are facing verbal and physical harassment every day – and they've told us they want it to stop.
So we asked the public to stand with all girls and say, 'It's not OK'.

Face up to Prostate Cancer

Spink

Client: Orchid - Fighting Male Cancer

Spink worked with Orchid to launch a campaign highlighting the issues that the UK will face, unless action is taken on Prostate Cancer. #FaceUpToProstateCancer not only caused a media storm, but helped Orchid establish political influence.

Wise Up to Wellbeing in Schools

YoungMinds

Our Wise Up campaign set out to make mental health a priority in the education system. Led by 20 young people with lived experience of mental health issues, the campaign has focussed on making wellbeing a key part of Ofsted school inspections.

Public Sector

#LoveNotLandfill

Barley Communications

Client: London Waste and Recycling Board

35 million items of clothing are binned by 16-24-year-olds every year. #LoveNotLandfill generated media cut-through to engage young Londoners with the environmental issues posed by fast fashion and encourage them to consider sustainable alternatives.

The United Nations: The People’s Seat

Grey London with BCW

Client: United Nations

Our campaign gave people a voice on the greatest threat facing humanity. Climate Change. Bringing the world’s people into the UN to deliver a message in front of decision makers poised to make one of the most important decisions for our planet.

Bleed For Life

23red

Client: NHSBT

Using live data from local donor centres in dynamic OOH sites across the country, alongside images of real life blood recipients, the campaign displayed local blood appointments available on the day as well as walking distance to the nearest centre.

The Truth Project - I Will Be Heard

MullenLowe London

Client: the Independent Inquiry into Child Sexual Abuse (IICSA)

An awareness and participation driving campaign inviting victims of child sexual abuse to the unique services of the Truth Project. It's achieved 7000 expressions of interest and started to shift the stigma of talking about CSA amongst the public.

We are the NHS: Recruiting the next generation of nurses

MullenLowe London

Client: NHS England

Our powerful campaign helped NHS England regain its health by recruiting the next generation of nurses and encouraging ex-nurses to reconsider the NHS, by restoring national pride in our most loved public institution and its people.

You vs. Train

Pegasus

Client: Network Rail, the British Transport Police & the wider rail industry

You vs. Train is a bold and memorable campaign aimed at reducing the number of serious injuries and deaths amongst teenage boys as a result of trespassing on the railway.

To be announced with the winners in July.

Collaboration

Plastic Fishing

Barley Communications

Client: Hubbub, Starbucks and Tideway

Plastic Fishing engages people with the need to recycle more and litter less – using boats made from recycled plastic to conduct trips to fish plastic from our waterways, which is recycled into more boats - a great example of the circular economy!

BNP Paribas Clear Air campaign at Marylebone Station in partnership with JCDecaux UK, Airlabs and Chiltern Railways

BNP Paribas, JCDecaux UK, Airlabs, Chiltern Railways

Giving millions of Londoners a breath of fresh air, BNP Paribas unveiled a ground-breaking tech solution using Out-of-Home media to create ‘clean air zones’ improving air quality in Marylebone Station with JCDecaux, Airlabs & Chiltern Railways.

The Long Swim

thinkBeyond Talent

Client: The Lewis Pugh Foundation

A 2 month campaign centred around a unique physical challenge, encompassing NGO and partner led activation and content, creating sustained media coverage that captured the imagination of the public and created real policy change.

Ariel and WWF Earth Hour #PromiseforthePlanet

WWF-UK

As part of Earth Hour 2018 Ariel and WWF came together to ask people to promise to make a small change to their everyday lives that would reduce their environmental footprint. For every promise made, Ariel would donate £1 up to £50,000.

ITV2 Blood Squad

23red

Client: NHSBT and ITV2

NHSBT and ITV2 partnered to take the fear out of blood donation and recruit a new generation of young donors. The innovative campaign resulted in 31,402 registrations (19% uplift on target). Donations since have saved or improved up to 15,336 lives.

The 'Seriously' Resistant Campaign

Magpie Communications

Client: Leeds Antimicrobial Resistance Action Group

Devised & delivered by Magpie, the 'Seriously' Resistant Campaign a hyper-targeted, city-wide collaboration raising awareness about the threat of antibiotic misuse, built around a simple, effective call to action: pledge to change your behaviour!

Supporting #PurpleLightUp on Channel 4 with "I Don't Work Properly"

Channel 4

Client: Purple Space, Disability Confident

We created a film in support of PurpleLightUp, supporting people with disability in the workplace, with the help of 9 contributors: BT, Lloyds Banking Group, Virgin Media, Lloyds of London, Nationwide, Reed Smith, Scope, HSBC and Channel 4.

Celebrating Women in Energy” campaign

Energy UK

This International Women’s Day, Energy UK wanted to highlight the unique and diverse range of roles and opportunities for women in energy and encourage greater diversity in the sector.So who better to talk to than the women already working in it?

Be Seen, Be Heard

Unseen

PMP Recruitment teamed up with award winning charity Unseen UK to launch a campaign that raised awareness of modern slavery across industries that are at a high risk of forced labour and exploitation.

Ringing Remembers

Big Ideas

Ringing Remembers was a campaign to recruit 1,400 new bell ringers in memory of the 1,400 bell ringers who lost their lives during the First World War.

Kids tariff

OPTIMUM MEDIA, Moscow branch

Client: PepsiCo Russia

Agusha has been helping mothers to raise happy and healthy children for more than 30 years. Agusha and Yandex. Taxi launched the first safe fare Kid Tariff to motivate mothers for using the services for the safe transportation of children.

Small Talk Saves Lives Phase 2

Pegasus

Client: Samaritans, Network Rail, British Transport Police and the wider rail industry

Small Talk Saves Lives is a suicide-prevention campaign which aims to encourage members of the public to look out for those around them, trust their instincts and start a conversation if they see something that doesn't look right.

To be announced with the winners in July.

#MuteRKelly

Care2

#MuteRKelly aims to undercut R. Kelly's influence as a musician and celebrity. This successful collaborative campaign called for a high-impact financial boycott, thereby holding R. Kelly accountable for his decades sexual abuse against women.

The United Nations: The People’s Seat

Grey London

Client: United Nations

Our campaign gave people a voice on the greatest threat facing humanity. Climate Change. Bringing the world’s people into the UN to deliver a message in front of decision makers poised to make one of the most important decisions for our planet

Specialist

Twinkle Twinkle Little Heart

Golin

Client: Tiny Tickers

To get a nation who are focused on last-minute Christmas shopping to consider the plight of child heart patients, Golin connected the Christmas lights of London’s famous shopping district to the heart monitor of a 2-year old heart patient.

Rang-tan: the story of dirty palm oil

Mother London with Weber Shandwick Manchester, Passion Animation Studios, 750mph and Taylor Herring

Client: Greenpeace UK

Taking palm oil from obscure ingredient to headline news. How we made rainforest destruction relatable to consumers with an animated orangutan spokesperson, encouraging corporations to change their actions and keep promises to end deforestation.

We are the NHS: Recruiting the next generation of nurses

MullenLowe London

Client: NHS England

This is the story of how our powerful campaign helped NHS England recruit the next generation of nurses and encourage ex-nurses to reconsider the NHS, by restoring national pride in our most loved public institution and its people.

It's A Wonderful Line

The Romans

Client: Virgin Trains

Here’s a campaign that took an iconic piece of popular culture and deployed it on an epic scale to shine a light on mental wellbeing at Christmas and let those who need help know where to find it.

Endangered Syndrome

FCB Canada

Client: Canadian Down Syndrome Society

An increase in Down syndrome pre-natal screening and termination rates has led to a rapid decline in the population and associated resources. We created Endangered Syndrome: a campaign to put people with Down syndrome on the endangered species list.

Levi's "Use Your Vote"

FCB West

Client: Levi Strauss and Co.

Use Your Vote reframed voting from being seen as a chore, to an empowering opportunity to have your voice heard. Our campaign generated national conversation and changed how people think about voting.

#LetMeTalk

Iris

Client: SANE

Working with mental health charity SANE, we asked Twitter celebrities to post the “...” icon and stay quiet for 24 hours. Then, on Mental Health Awareness week, we launched a film encouraging those with depression to seek help by talking.

Together For Change, Tommy's

Mindshare UK

Client: Tommy's

A baby lost is a child already planned for and loved. Feelings of guilt, anger & lack of answers kill conversations, leaving parents isolated in their grief. Tommy’s empower families to speak out about their loss - the response was breath-taking.

#StopItComingHome

Stack

Client: Solace Women's Aid

Solace Women’s Aid wanted to raise awareness amongst football fans about the increase in domestic violence when England play. Fans are obsessed with match stats, so we used this obsession to move the conversation from football to domestic violence.

The Christmas advert that never was

Weber Shandwick

Client: Iceland Foods

When Iceland’s Rang-tan advert was banned – leaving the retailer unable to continue its mission of supporting responsible palm oil sourcing – we secured over 70mn views across digital channels via an integrated media campaign.

Flying Start Safety Video

British Airways

How British Airways harnessed some of Britain’s best loved personalities to promote Flying Start, the global charity partnership between British Airways and Comic Relief, raising over £20m and supporting 628,00 vulnerable children around the World

The Channel Mum Anxiety Course

Channel Mum

Our mission is to do good while doing good business through free support via video to struggling families. Our gamechanging influencer-led Overcoming Anxiety course captured a mum suffering a panic attack and shattered mental health taboos worldwide.

The United Nations: The People’s Seat

Grey London with BCW

Client: United Nations

Climate change is one of the most significant issues we face. ‘The People’s Seat’ - gave people across the world a unique opportunity: to take their place alongside world leaders at the UN’s COP24 conference and be part of this crucial conversation.

Together For Change

Mindshare UK

Client: Tommy's

A baby lost is a child already planned for and loved. Feelings of guilt, anger & lack of answers kill conversations, leaving parents isolated in their grief. Tommy’s empower families to speak out about their loss - the response was breath-taking.

Understand Me

OMD UK

Client: NSPCC Childline

We teamed up with SBTV to show young people that they weren't alone when it came to discrimination and racial bullying.

The Christmas advert that never was

Weber Shandwick

Client: Iceland Foods

The Rang-tan advert ban left Iceland facing Christmas unable to continue its mission of supporting responsible palm oil sourcing. We galvanized celebrity support as part of an integrated campaign that drove over 70mn views across Iceland channels.

Organisation

89up

Client: 89up

89up was founded as a powerful integrated agency to help the good guys achieve great things. Our team includes big agency players, journalists, digital innovators and production geniuses, to make change that matters.

adam&eveDDB

Our 10th anniversary saw the launch of 10 Good Things: a means to use advertisings’ power for good. What started as pure philanthropy eked out into our paid day-to-day work. 10 Good Things has changed both our approach to business and legislation.

Barley Communications

Barley helps organisations engage and communicate with audiences on issues that matter. We create compelling campaigns to deliver impact on sustainability, health and social justice - inspiring behaviour change and raising funds for our clients.

MullenLowe London

MullenLowe Group’s dedication to doing the right thing runs through the building. And is manifest in each of the campaigns for good we report on in this submission.

WPN Chameleon

2018 was a hard year - GDPR, bad publicity, regulation, and the distraction of Brexit. So during 2018, WPN Chameleon used all its creative, TV, digital and strategic talents help fundraisers achieve their goals - raising millions of pounds.

CHAIR OF JUDGES


SUE TIBBALLS, Chief Executive, The Sheila McKechnie Foundation
Sue Tibballs is a Chief Executive with over twenty five years’ experience working at the forefront of the social change sector in the UK. CEO of the Sheila McKechnie Foundation since January 2016, previous roles include CEO Women in Sport, Projects Director of The Future Foundation, and Women’s Affairs Campaigner at The Body Shop.

She is politically experienced including twice serving as a retained Ministerial Advisor. She is an excellent advocate and spokesperson regularly asked to give comment in the media. Sue was awarded an OBE for ‘services to sport’ in the 2014 New Year’s Honour’s list and has an Honorary Degree from Liverpool Edge Hill University for ‘services to women’s health’. She has served as a Trustee and Chair of Fawcett and is currently Patron of Crystal Palace Ladies’ Football Club.

Meet Our Panel


2019 Judges
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Zoë Bailie
The Mix
Director of Brand & Innovation
 
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Greg Beales
Shelter
Director of Communications, Policy & Campaigns
 
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Anna Bird
Scope
Executive Director of Policy & Research
 
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Emma Burnell
The Political Human
Director
 
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Anne Clarke
Four Communications
Managing Director
 
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Dylan Davenport
Jungle Creations
Managing Director
 
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Sinead Gray
Kindred
Managing Partner
 
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Stuart Hehir
Pegasus
Creative Director
 
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Will Hill
Stronger Stories
Co-Founder
 
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Lotte Jones
Freuds
Partner
 
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Greg Jones
Mischief
Creative Director
 
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Ruth Kieran
Cirkle
Managing Director
 
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Owen Lee
FCB Inferno
Chief Creative Officer
 
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Liam Maguire
Newsfeed PR
Director
 
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Shirin Majid
Cake
Executive Creative Director
 
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Estelle McCartney
Instinctif
Managing Partner
 
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Ryan Newey
Fold7
Founder/CCO
 
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Guy Pattison
Stronger Stories
Co-Founder
 
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Adam Petrie
CLIC Sargent
Associate Director, Brand and Strategic Communications
 
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Andy Powell
GOOD Agency
Associate Creative Director
 
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Nick Radmore
Great Ormond Street Hospital
Deputy Director of Brand & Content
 
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Saamia Razvi
Hilton
Senior Manager
 
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Ketchum
CEO
 
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Rachel Smith
Fuse
Brand Partnerships and Purpose Director
 
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Sallyanne Smith
Pegasus
Director
 
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Sarah Spence
Narrative
Managing Director
 
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James Taylor
Scope
Head of Campaigns, Public affairs and Policy
 
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Su-Mei Thompson
Media Trust
CEO
 
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Brian Tjugum
Weber Shandwick
Managing Director, Social Impact EMEA
 
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Sam Williams
Barley Communications
Partner
 

CONTACT US


Olivia Petty
General enquiries

E: [email protected]
P: 020 8267 4049

James Butters
Sponsorship opportunities

E: [email protected]
P: 0208 267 8290

Steven Forsdick
Sponsorship opportunities

E: [email protected]
P: +44 7464 494732