Modern Marketing Awards Case Studies The Drum Awards

The Drum Awards for PR: all the runners and riders in the Not-for-Profit category


By Dani Gibson | Senior Writer

October 19, 2022 | 6 min read

Ahead of the ceremony on December 8, we take another look at nominated work from the likes of the International Paralympic Committee, Migrant Help and Justice4Grenfell.

chairty noms

Nominee Frank and The Lewis Pugh Foundation

All of the nominees have now been announced for The Drum Awards for PR, but while we impatiently count down the days until the ceremony (part of our week-long awards festival running from December 5-9) we thought we’d take the opportunity to look a bit closer at the campaigns in contention for the Not-for-Profit/Charity award.

For this category, our wonderful judges were looking for clear strategic thinking, using research and insights, innovation and creativity, with tangible results and outcomes, proof of effectiveness, organizational impact and real measurement.

So, who do you think will take home the trophy?

FleishmanHillard UK and Adam&EveDDB for the International Paralympic Committee

In 2017, the UK experienced one of the biggest tragedies in recent years when 72 innocent people died needlessly in a fire that shouldn’t have happened. Five years later there had still been no arrests.

Leading up to the Queen’s Platinum Jubilee and at a time when communities were coming together to celebrate across the country, HereBeDragons held a street party in the shadow of Grenfell Tower. A table was laid with 72 plates and chairs, but no guests. Each place setting carried the name of a victim of the tragedy. With the government refusing to take accountability, HereBeDragons felt it necessary to make a statement on behalf of the community, and keep this tragedy in the news five years on.

The image of an empty street party was designed to emphasize how the community would never be the same, and that they continue to demand justice.

The stunt was picked up by multiple national titles, as well as featuring on the BBC London 1 O’clock news. The stunt has transcended traditional media channels and the group is in conversation with the V&A about it being added to their permanent collection.

Frank and The Lewis Pugh Foundation

Good News was a pop-up corner shop that aimed to drive awareness and excitement around the growing range of businesses that are B Corp certified. As the climate crisis worsens, and the UK nears its milestone of 1,000 certified B Corps, educating consumers on the movement and how they can ‘buy better’ had never been more important.

Opened during B Corp Month in March, Good News was brought to life through a vibrant aesthetic and featured over 300 products from 130 B Corp brands. Unlike other retail concepts, nothing was for sale – social media and storytelling were the currency of choice.

Every brand was given a brief description of what made them a B Corp and how they were defined as a ‘better’ company. These shelf talkers also featured QR codes allowing visitors to learn more and change their shopping habits.

The store played host to 20 events and 23 days of sampling, was visited by over 3,000, and reached 90 million online. All products were then donated to local community initiatives.

Tin Man for Guide Dogs

crash test

Tin Man developed the first-ever UK crash testing of e-scooters in a campaign with a social purpose for Guide Dogs. The crash test campaign created a suite of dramatic video content for media, reams of data, awareness of the dangers of e-scooters to the visually-impaired community and a groundswell of support for the regulation of private e-scooter use.

The campaign was covered in over 18 national news programs and 24 broadcast features, including a six-minute segment on BBC Breakfast.

It delivered a 142% increase in awareness that e-scooters are dangerous to those with visual impairments, 13,000 signatures to Guide Dogs’ petition, and to top it off, real social change was made as a universal sonic warning signal is currently being developed by public schemes to warn people with sight loss that an e-scooter is approaching.

For more information about the awards and how you can attend/watch the results, head over to the dedicated site.

Modern Marketing Awards Case Studies The Drum Awards

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