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5 of the best not-for-profit campaigns to win in 2021, featuring Children in Need and Malaria No More


By Webb Wright | Reporter

December 29, 2021 | 5 min read

As part of our Best of 2021 series, our journalists have been picking out their favorite award-winning work of the year.


#WhoseFuture, by Out of Hand

Throughout the festive season, we’ll be looking back through the winners from our 2021 global awards program, which includes The Drum Awards for Marketing, The Drum Awards for the Digital Industries, The Drum Awards for B2B and more.

Here, we round up some of the best campaigns to win in The Drum Awards’ not-for-profit categories and remember amazing work from CheethamBell, Havas Lynx Group, Out of Hand and many others.

Malaria No More UK ‘Draw the Line Against Malaria’ by Dentsu International

Mosquitoes are the world’s deadliest animal and malaria (spread by mosquitoes) is the world’s deadliest disease. More than 500 million people around the world die each year from malaria and it’s currently estimated that the disease kills one child (most of them under the age of five) every two minutes.

Such numbers are difficult to comprehend, so in ‘Draw the Line Against Malaria‘ (which won not-for-profit campaign of the year at The Drum Awards for Social Purpose), Dentsu International aimed to remind African governments of their commitment to eradicate malaria.


BBC Creative and Children in Need ‘Goodbye Rainclouds’ by BBC Creative

Set in an animated world, this ad campaign reminds viewers that the past couple of years have been particularly hard on many children, especially those who have been cut off from social groups or whose families have been struggling financially during the pandemic.

The good news, this campaign reminds us, is that there are are countless ways that each of us can be a “hero” for these children — we can volunteer our time, service, and attention to make the world a little less dark for these children in need.

It won the charity/not-for-profit category at The Drum Roses Awards.


Merck ‘Game On! For MS’ by Momentum Worldwide

Multiple Sclerosis is a poorly understood and often socially isolating illness that currently affects around 2.8 million people around the globe. In this ad campaign, Merck partnered with Momentum Worldwide (an agency based in New York City) to spread awareness about MS while simultaneously tapping into the global phenomena of online gaming and e-sports.

The result was a Twitch streaming event sponsored by a pharmaceutical company – the first such event to ever occur in the world of online gaming – and it won not-for-profit campaign of te year at The Drum Awards for Marketing.


Rising Arts Agency and Bristol City Council ‘#WhoseFuture’ by Out of Hand

In a series of colorful, attention-grabbing billboards posted around the city of Bristol, Rising Arts Agency – in collaboration with the Bristol City Council and Out of Hand – reminded viewers to be uncompromising about their own mental health and wellbeing.

Winner of the not-for-profit category at The Drum Awards for Out of Home, the project featured a total of 135 posters and showcased the work of 35 young artists.


Great Ormond Street Hospital Charity ‘#Whamageddon’ by Twitter UK

Have you ever heard of #Whamageddon? It’s an increasingly popular game played in December and spawned on Twitter with a simple rule: go as long as you possibly can without hearing Wham’s Last Christmas. It’s more difficult than it sounds. The creators of this campaign are urging viewers to make a donation to the Great Ormond Street Hospital charity as soon as they get Wham’d. It won charity or not-for-profit campaign of the year at The Drum Awards for Social Media.


Head to The Drum Awards website to find out more about all of our competitions, including categories, deadlines, judges and how to enter.

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