The shortlist for the Purpose Awards EMEA 2025, from PRWeek, Campaign and Third Sector, has been announced.

The  awards recognise campaigns that use creative ideas successfully to further positive causes, and acknowledge the organisations behind them.

They are open to agencies, brands, public sector bodies, charities and NGOs throughout Europe, the Middle East and Africa.

Shortlisted organisations this year include the British Deaf Association, the Big Give, Cats Protection and the Canal & River Trust. 

A live awards ceremony will take place on 6 June at a new venue for 2025 – The Biltmore Mayfair in London.

The event will begin with a drinks reception, followed by a two-course lunch with dessert canapes where this year’s winners will be revealed. After the awards ceremony, attendees will be able to network and celebrate. Book your tickets here.

This year’s Purpose Awards jury is co-chaired by Jo Carr, co-founder and chief client officer at Hope&Glory PR, and Sachini Imbuldeniya, co-founder and chief executive of the House of Oddities.

Click here to view the full list of judges this year. Thanks to all the judges and to everyone who entered.

The full shortlist is below.

Brand-Led

Best Advocacy Campaign 

DontViolateMe! – Rise Up Against Revenge Porn by Burson Italy for Motorola

Putting the Power of Language into the Hands of Deaf Children by manifesto for British Deaf Association

Advocacy Strategy for the March for Clean Water by Seahorse Environmental for River Action

The Rise of the Aggro-rithm by Tin Man and Nice & Serious for Vodafone

The Unwelcome Home by Weber Shandwick for IKEA

Best Fundraising Campaign

Here for Every Cat’s Journey by JAA and 11London for Cats Protection

Building Happier Futures by John Lewis Partnership

Best Environmental Cause Campaign

How to Fight Wildfire with Fire by BBC StoryWorks Commercial Productions for Gordon and Betty Moore Foundation

Material Change by Headland for DS Smith

I Came by Train x Brentford Football Club: Getting the Bees on board by Trainline

Hyper-local, Huge Impact: Protecting UK Waterways and Heritage by Tug Agency for Canal & River Trust

Carbon Admissions: We Don’t Know What We Don’t Know by Woosah for Equity Energies

Best Equality & Inclusion Cause Campaign

The Open Kitchen by Deliveroo for The Romans

Unsilence the Crowd by Sela x Newcastle United

Silent Night, Gentle Light by Sky Kids and PrettyGreen

Welcome to Greenflag by Sumsub

World Unseen by VML UK for Canon

Meet Your Digital Self by Zeno London for Lenovo

Best Health Cause Campaign

Becoming Brave Together by BBC StoryWorks Commercial Productions for Maybelline New York

Second Chance Campaign by Fearless PR for GenesisCare

#MyLittle… Sharing Stories of Pregnancy Loss by Hunter: UK for Little Santi Designs

Bupa Picture of Health by PrettyGreen for Bupa

Break Through and Be Heard by Teamspirit for Bupa

Alzheimer’s Intelligence by Zeno London for Lenovo

Best Public Awareness Cause Campaign

The Secret Life of The Next Generation by Channel 4 for E.ON Next

The Campaign We’re Not Supposed to Talk About by RAPP for Sangeeta Pillai, Masala Podcast

Awareness Campaign by Red Stone for St Mungo’s

Empowering a Pan-European Audience to Stop the Spread of Misinformation by Toaster for Jigsaw and Google

The Unwelcome Home by Weber Shandwick for IKEA

Charity or NGO

Best Advocacy Campaign

The Bridge of Trust by Avidly

Unfairways.com by Eleven for Oxfam

Real Face of Men’s Health by Future Advocacy for Movember

#ValueOurLove Campaign by Kinship

Prescribe Life by The MND Association

Best Environmental Cause Campaign

Peoples’ Climate Vote by Browning Environmental Communications for United Nations Development Programme

Bring Your Own Cup by Hubbub

Cap Plastic Now by Jory&Co

Cigarette Butts are Rubbish by Keep Britain Tidy

Benedict Lumberjack by Make My Money Matter

Dove Real Harm: A Greenpeace Brand Attack by Pentagram for Greenpeace

Best Equality & Inclusion Cause Campaign

Stand for Change – Digital Assembly by Flow Creative for Trussell

Be Helpful by GOOD Agency for RNIB

Unlock the Everyday: A Global Campaign To Improve Access to Assistive Technology by Grayling UK for ATscale

Disability: Ask Don’t Assume by MG OMD for Government, Office for Equality and Opportunity

Name The Bias by People Like Us

It Does Matter by Royal National Institute for Deaf People

The Visibility Report – Accelerating Change Within Women’s Sport by Women’s Sport Trust

Best Fundraising Campaign

 Big Give Christmas Challenge 2024 by Soho Communications and Shape History for Big Give

Every Second Counts by Crafted for Médecins Sans Frontières

The People Who Believed In Me by DTV Group for Care International

NSPCC: Ready For Every Question 2024 by Open Creates for NSPCC

All Mos Save Lives by Splendid Communications for Movember

The Empty Plate Emergency Appeal by The Felix Project x JCDecaux Community Channel and The Maverick Group

Best Health Cause Campaign

Dementia: Behind Closed Doors by Alzheimer’s Society

The Real Face of Men’s Health by Bicycle London for Movember UK

A Commercial Break by Bite Back

Make Health Equal by Health Equals

Every Last Drop: Fuel Up to Fight Prostate Cancer by Inizio Evoke for Orchid

CPR Bra by Revolt, Fight or Flight for St John Ambulance

Just a Period: Calling Time on Painful & Heavy Periods by Stirred Health for Wellbeing of Women

Best Public Awareness Cause Campaign

No Second Chances by Golley Slater for Transport for Wales

Kind Sparks by Kindred for RSPCA

Crushed by a Million Pressures by Livity for YoungMinds

Let’s make a plan by Money Advice Trust for National Debtline

Fair Shot by Refugee Council

Heirlooms by VML UK for Suicide & Co.

A Prescription for Nature by WWF-UK

Collaboration

Best Advocacy Campaign

Missed Birthdays by CALM and ITV x Hope&Glory and Adam & Eve/DDB

Seen but Not Heard: Improving Access to NHS Care for Patients with Sight and Hearing Loss by Connect x Specsavers

Together for the Ocean by Greenhouse Communications x Duna Films and Hiyield

The Unwelcome Home by IKEA x Shelter

The IQOS Illusion: Exposing a Global Cigarette Company’s Covert Science and Influence Campaign by Tobacco Control Research Group at the University of Bath x Vital Strategies

Best Environmental Cause Campaign

Fleet Street Quarter Climate Festival by Fleet Street Quarter Business Improvement District

Saving Jane by Make My Money Matter x Global Witness and Global Canopy

Saving the ‘Tuxedo Torpedoes’ by The Prophets

I Came by Train x Brentford Football Club: Getting the Bees on board by Trainline x Brentford Football Club

Do it Better Than Jimmy by Tribaldata x Reforesta with the collaboration of the Madrid Metro and the Metro Users.

Best Equality & Inclusion Cause Campaign

Meet Your Digital Self by Lenovo x Shout from Zeno

Black In Business by Lloyds x Channel 4

Trick or Treat: The BSL Edition by National Deaf Children’s Society x Cadbury Fingers from Tin Man

My Maiden Speech by Speaker’s Trust x SEC Newgate UK

Dive In Festival 2024: A Sustainable Future – The Next 10 Years by The Wilful Group x Inclusion @ Lloyd’s

Best Health Cause Campaign

Asda Tickled Pink by Asda x Breast Cancer Now and CoppaFeel!

Paris, Bouge Ton Esprit (Paris, Move Your Mind) by Asics x Ville de Paris

Booberries by BerryWorld x CoppaFeel! for Ocado

FAST Heroes: Saving the World One Grandhero at a Time by Boehringer Ingelheim x World Stroke Organization

Every Minute Matters by British Heart Foundation x Sky Bet

Alzheimer’s Intelligence by Lenovo x Innovations in Dementia from Zeno Group

MS Awareness Week 2024 by MS Society x MS Trust x Shift.ms

Best Public Awareness Cause Campaign

Missed Birthdays by CALM and ITV x Hope&Glory and Adam & Eve/DDB

Nothing is Truly Lost, Until it’s Forgotten by Finn Partners

1 Million Minutes by ITV x Royal Voluntary Service, Home-Start, Winston’s Wish, Re-Engage, The Chatty Cafe Scheme and Alzheimer’s Research UK

As Seen on Netflix by Mind and Netflix x The Experience Agency

Give an X by My Life My Say x #iWill from Shape History

Lighting their Legacy by PLMR x Commonwealth War Graves Commission

Company Awards

Agency of the Year

89up

Kindred

Manifest

Third City

Tin Man

W Communications

Brand of the Year

Contiki

Ella’s Kitchen

Liverpool Football Club

Public Sector

Best Advocacy Campaign

Step into the NHS by Hopscotch Consulting for NHS England

Pioneering Change in the BVOD Industry for Good by MG OMD for NHS England

Best Environmental Cause Campaign

Pedal for Paris by 23red with Sport England for Sport England and This Girl Can

Save Our Streams by Affinity Water

Warming the UK Up to Hydrogen by SEC Newgate UK for Hello Hydrogen

Best Equality & Inclusion Cause Campaign

Let’s Lift the Curfew “Light Up the Night” by 23red for Sport England and This Girl Can

Liming With Gran by Ketchum UK for University of Cambridge and Genomics England

Databank by MG OMD for O₂

The Open University: Tackling Inequality Head-On by OMD UK for The Open University

Best Health Cause Campaign

Liming With Gran by Ketchum UK for University of Cambridge and Genomics England

Don’t Be Missed – Get Your NHS Targeted Lung Health Check by SBW for South East London Cancer Alliance

What Are You Smoking? by Third City for Curaleaf

Best Public Awareness Cause Campaign

Save Our Streams by Affinity Water

Nothing is Truly Lost, Until it’s Forgotten by Finn Partners for Ukrainian Children

Liming With Gran by Ketchum UK for University of Cambridge and Genomics England

Probation ‘Seeds of Change’ by Kindred for Ministry of Justice and HMPPS

You vs Train by Big Manny by Storycatchers for Network Rail

Face Forward by Third City for ABI

Specialist

Best Proof of Authenticity

Fabric of the Community by Brothers & Sisters and W Communications for Grenfell Athletic FC

Missed Birthdays by Hope&Glory and Adam & Eve/DDB for CALM with ITV Studios

#Faceof10 by Mindshare UK and Ogilvy UK for Dove

The Campaign We’re Not Supposed to Talk About by RAPP for Sangeeta Pillai, Masala Podcast

Best use of Celebrity and/or Influencers

Desk Break by Golin for Asics

My Barbie Story by Mattel

Bupa Picture of Health by PrettyGreen for Bupa

You vs Train by Big Manny by Storycatchers for Network Rail

Rebooting the Beautiful Game by W Communications for Cif

Best use of Creativity

Unfair Jobs Fair by 23red for Migrant Help

Fabric of the Community by Brothers & Sisters and W Communications for Grenfell Athletic FC

Missed Birthdays by Hope&Glory and Adam & Eve/DDB for CALM with ITV

Liming With Gran by Ketchum UK for University of Cambridge & Genomics England

Homelessness Reframed by M&C Saatchi for Saatchi Gallery

The Rise of the Aggro-rithm by Tin Man and Nice & Serious for Vodafone

The Unwelcome Home by Weber Shandwick for IKEA

Best use of Technology

Fabric of the Community by Brothers & Sisters and W Communications for Grenfell Athletic FC

Alzheimer’s Intelligence by Zeno London for Lenovo

Meet Your Digital Self by Zeno London for Lenovo

Long-Term Commitment

Turning the Tide on Pollution by Greenhouse Communications for Surfers Against Sewage

Removing Barriers to the Take Up of Technical Education by Kindred Agency for Gatsby Charitable Foundation

You vs Train by Storycatchers for Network Rail

The UK’s Year-round Place to Remember by TALA for National Memorial Arboretum

Beat The Gap: Twenty years of the Women and Retirement Report by Teamspirit with Frontier Economics for Scottish Widows