Winners 2015

Innovation Awards

A story like no other

Keech Hospice Care

What was the aim of the report?

Keech Hospice Care, an adult and children's hospice covering Bedfordshire, Hertfordshire and Milton Keynes, wanted to be braver in its communication and use less jargon, especially when talking about its clinical services. It wanted its annual report to inspire staff and be accessible to t...

Annual Report - Digital First 2013/14

Rainbow Trust Children's Charity

Little Hearts Campaign

Muntada Aid

What was the project?

The humanitarian charity Muntada Aid's Little Hearts project sends teams of health professionals, including paediatric surgeons, to hospitals in developing countries where medical expertise is not available or is too expensive for people to pay for. The project has saved the lives of more than 600 children with ...


Tony Blair Africa Governance Initiative

AGI took a decision which went to the core of its mission to make government work for the world’s poorest people. As the Ebola virus began to take root many NGOs began to withdraw their staff. Our teams worked with the affected governments and had done so for years. If the rest of the world was scared of Ebola that fear was nothin...

Campaign for standardised packaging of tobacco products

Cancer Research UK (CRUK) and Action on Smoking & Health (ASH)

The Chokeables

St John Ambulance

RNLI Brand Transformation


Agency: Missouri Creative

What drove the change in brand?

The RNLI wanted to make its brand more identifiable and contemporary. It engaged the agency Missouri Creative to adapt the look and feel of all its communications to make them "unmistakably RNLI", even with the logo covered up.

What did the change involve?

Each piece of brand communication...

What's in a name?

Worldwide Cancer Research

Bringing to life the Bristol Aerospace Centre

Bristol Aero Collection Trust / Elmwood Design

YMCA national rebrand

YMCA England / ArthurSteenHorneAdamson

The Children's Society Rebrand

Children's Society / SomeOne



Down to Earth

Quaker Social Action

What is the project?

Funeral costs have risen by 87 per cent in the last decade, which has hit poorer people the hardest. The anti-poverty charity Quaker Social Action's Down to Earth project is the first project in the UK to give immediate practical support to people on low incomes who are planning funerals. The project offers a free ad...


Tony Blair Africa Governance Initiative


Jo's Cervical Cancer Trust

What was the campaign?

Jo's Cervical Cancer Trust wanted to reach a key audience of 25 to 29-year-old women, the most likely group not to get cervical screenings. The #SmearForSmear campaign urged supporters to post "selfies" on social media with smeared lipstick to remind women of the importance of the tests. Celebrities&...

Fairtrade Fortnight - Stick with Foncho

The Fairtrade Foundation

Stick with Foncho was the UK’s first campaign that addressed the complex question of the effects of unfair supermarket pricing on banana farmers in developing countries. It aimed to change the banana industry dynamics and challenge current trade policy. It won the Campaign of the Year and the Best Integrated Campaign awards in the PR Week Awa...

SOS: Save Our Services

Women's Aid

The SOS campaign highlighted the plight of the national network of specialist domestic violence refuges, raising awareness of the funding crisis and the vital need for refuges - both amongst the public and within Government. SOS called for immediate action. The SOS petition collected almost 40,000 signatures and was handed into Downing St d...


Campaign Against Living Miserably

The Chokeables

St John Ambulance

Dementia Friends

Alzheimer's Society

Hear my voice

Royal Mencap Society

What did it do?

In the run-up to the 2015 general election, Mencap wanted to make sure that people with learning disabilities were fully engaged in the democratic process.

How did it do it?

The charity started work on the initiative by carrying out a data-capture exercise in spring 2014 and mobilising its local groups and e-campai...

Autism Connect

Autism West Midlands

The Source


Online Toolkit

Rainbow Trust Children's Charity

WINNER: To Be a Girl


What was the aim of the campaign?

Water Aid's To Be A Girl campaign has highlighted the difficulties faced by thousands of women and girls around the world whose basic human rights are compromised during their monthly menstrual cycle because of a lack of safe water and toilet facilities. The charity hoped to engage a hard-to-reach audience o...


Anthony Nolan and African Caribbean Leukaemia Trust

BBC1 Lifeline Appeal

Campaign Against Living Miserably


Cancer Research UK


Save the Children

Shared Interest Society

What does it do?

Shared Interest is an ethical investor based in Newcastle. It links investors in the UK with fair-trade organisations around the world that need funding, particularly in volatile areas that other social lenders fear are too risky. Research has found that 450 million smallholders provide 70 per cent of the world's food...

Save the Children's Christmas Jumper Day

Save the Children

What was the campaign aim?

Save the Children wanted to make its third Christmas Jumper Day the biggest and best so far. In homes, schools and offices, people were encouraged to wear Christmas jumpers and donate to the charity.

What methods were used?

The charity produced a tongue-in-cheek, shareable film starring the comedian H...

Maddie's Christmas Appeal

RNIB / Consider Creative

February Motor Neurone Disease Association Fundraising Appeal

Motor Neurone Disease Association / ON Agency

UNICEF UK & the Glasgow Commonwealth Games


What was the event?

Glasgow 2014 and Unicef UK came together to create the first-ever global charity partnership around a Commonwealth Games. The aim was to engage new audiences and create a long-lasting legacy for children. It was a massive opportunity for Unicef to spread its fundraising message to an audience of a billion people.


Race for Life Pretty Muddy

Cancer Research UK

Muddy Dog Challenge

Battersea Dogs & Cats Home


The Brooke

The Swimathon Foundation

Swimathon 2015 / Limelight Sports


Look Good Feel Better

What was the aim?

The cancer support charity Look Good Feel Better was offered free digital poster advertising space in and around London, but it didn't have a suitable advert, or the budget to create one. Volunteers from the advertising sector gave their time to create a campaign to evoke empathy and support among women. The me...

Commended: Bring a Smile with your Free Will


We wanted to increase the possibility of legacy donations by breaking into a competitive free will-writing market. This couldn't be more different from our current product propositions. To enter the market positively the solution needed was to differentiate PDSA’s offer from other identical offers. We did this by being positive and upbeat...

The Chokeables

St John Ambulance

This research-led campaign took a subject that parents feared – their baby choking – and provided the solution through an engaging, 40 second film. Thanks to audience insight, strong creative and well-planned integration, the video has now reached 31m people on TV, 8m online, had over 500 pieces of coverage, secu...


Macmillan / Medialab

WINNER: Diversity Role Models

What did it do?

Diversity Role Models was set up in 2011 to tackle homophobic, biphobic and transphobic bullying in schools. The charity aims to prevent bullying by educating all young people about differences in sexuality and gender identity, challenging stereotypes and tackling misuse of language.

How did it do this?

The charity ...

Commended: The Deborah Hutton Campaign

The Deborah Hutton Campaign’s Cut Films project is a peer-to-peer early intervention project, which uses film, and social media to engage young people to make short adverts to persuade their friends not to smoke.

Each year 100,000 people die from smoking related illnesses in the UK.
Two thirds of young people take up smoking b...

Commended: Grow Movement

Using Skype and mobile, on an income of less than £150k per annum, Grow Movement and its 900 global volunteer team of business consultants have worked with over 500 entrepreneurs, impacted 30,000 people and created over 800 new jobs in East Africa. Its innovative and impactful low cost approach has attracted the interest of th...

Golden Lane Housing 2014 Retail Charity Bond

Golden Lane Housing

What does the charity do?

Golden Lane Housing was established in 1998 by the charity Mencap to provide appropriate housing for people with learning disabilities. A severe shortage of social housing means that only 16 per cent of people with learning disabilities live in supported housing in the community. However, reductions in government gr...

P3 – Diversifying through social investment

People Potential Possibilities

New Horizons

Career Connect

Partnership Awards

WINNER: Charities Trust and The Big Give

What is the background?

The Big Give was set up by Sir Alec Reed, founder of Reed Recruitment, to allow donors to search for charities they could support. The Big Give Christmas Challenge was conceived to help charities develop their online fundraising through a match-funding scheme, with all donations doubled in real time.


SEND Consortium

Contact a Family, Ambitious about Autism, Dyslexia Action, Family Fund, ICAN, KIDS, Mencap, National Autistic Society & Sc

Guide Dogs for the Blind Association with Microsoft 

What was the partnership?

The charity Guide Dogs and the IT company Microsoft joined forces in 2011 to help people with sight-loss navigate around cities – which can be a nerve-wracking experience.

What did they do?

The two organisations have now developed Cities Unlocked, a headset and navigation app for a smartphone. Citie...

The Prince's Trust with Marks & Spencer

The partnership is between Marks & Spencer Plc (“M&S”) and youth charity, The Prince’s Trust (“PT”). 

Through an employability programme called “Make Your Mark” (MYM) our partnership tackles the issues of youth unemployment and social exclusion amongst young people, whilst enabling M...

Talent Awards

Caitlin Dean

Pregnancy Sickness Support

Who is she?

Dean is a trained adult nurse who suffered hyperemesis gravidarum – severe vomiting – during three pregnancies, so she understands the challenges of the condition from both sides. Last year she became chair of Pregnancy Sickness Support, a charity that supports women who suffer from the condition and the heal...

Patrick Dunne

Leap Confronting Conflict

Baroness Nicholson of Winterbourne

AMAR International Charitable Foundation

Joanna Barker

Target Ovarian Cancer

Derek Wyatt

Trinity Hospice

Battersea Dogs & Cats Home

What was the team's aim?

Battersea Dogs & Cats Home has traditionally relied on legacies, but that was working less well. The charity's dogs were in Victorian kennels that were no longer fit for purpose and the organisation was running a large deficit. To achieve a turnaround as quickly as possible, the fundraising team ...

Macmillan Cancer Support

2014 was a record-breaking year for Macmillan’s Fundraising team:

• For the first time we raised over £200m – enabling us to spend more on services.
• We grew faster than any other charity – up £56.5m in two years.

Working as one team around supporters was key to this growth – collaboration is no...

Dallas Pounds

Trinity Hospice

Who is she?

Dallas Pounds spent time as lead nurse for a community-based palliative care team before moving into management at Buckinghamshire Primary Care Trust. She spent almost three years as an executive director at the HIV charity the Terrence Higgins Trust before in August 2013 becoming chief executive of the Royal Trinity Hospice,...

Tracy Wild

Langley House Trust

Anita Grover

Auditory Verbal UK

Sophie Andrews

The Silver Line

Claire Jenkins

Grow Movement

Who is she?

Claire Jenkins spent 18 years volunteering for a variety of charities, from dressing up as a gorilla for to working as a volunteer primary school teacher in Honduras. Her experience has given her an insight into the needs of volunteers, which she puts into practice heading a global team of 900 volunteers...

Morag Chambers

Cancer Focus Northern Ireland

Hayley Rainey

London's Air Ambulance

Melanie Merrill

Macmillan Cancer Support

Alice Walker-Shakespeare


Who is she?

Walker-Shakespeare was a young carer for her mother and brothers. When she was 13 years old she was referred to Chicks, a charity that provides respite breaks for disadvantaged children. The respite break had such a profound effect on her that she decided to return as a volunteer when she turned 18.

What has she done?

Over ...

Commended: Jeremy Roebuck

Grow Movement

Jeremy’s commitment to volunteering is clear from his attitude and the results he generates. In only 18 months, this driven, committed and humble volunteer has used his skills and passion for Grow’s cause to generate new funding streams (£60k); interview and recruit 50 new volunteers; and built 3 new partnerships (Open Uni...

Annie Mulholland

Target Ovarian Cancer

Bob Lowe

The Silver Line

Britain’s Most Admired Charities

Sir Lenny Henry

It has been 30 years since the comedian and actor Sir Lenny Henry was asked by his friend Richard Curtis, the comedy writer, for help with a new charity initiative called Comic Relief.

Curtis wanted Henry to help him write a letter to encourage performers to get involved. "Richard was really scared to write letters to people because...

Alzheimer's Society

In February this year, the Alzheimer’s Society reached its target of recruiting a million Dementia Friends in a programme launched two and a half years ago with £2.4m of government funding. Friends, who learn how to recognise dementia and make sufferers feel understood and included, are a centrepiece of the charity’s e...

Lesley-Anne Alexander

Alexander has been at the helm of the sight-loss charity for more than a decade, helping to prevent avoidable sight loss. She is a strong advocate of mergers and joint working in the charity sector, and during her time in charge the RNIB has merged or shared resources with 14 other organisations. Known for her boundless energy, Alexande...

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