For campaigns led by brands that raise awareness of a cause or issue related to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns led by brands that raise awareness of a cause or issue that is relevant to the public - but does not fall in the category of ‘equality & inclusion’, ‘health cause’ or ‘environmental cause’ - and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns led by brands focused on advocacy for a particular cause. Judges will be looking for original creative ideas. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. There will be a particular focus on campaigns that are aimed at changing a decision or policy, or that use the law to secure change. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns led by brands focused on raising money for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns led by brands that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns led by brands that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For charity or NGO campaigns that raise awareness of a cause or issue that is relevant to the public - but does not fall in the category of ‘equality & inclusion’, ‘health cause’ or ‘environmental cause’ - and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For charity or NGO campaigns that raise awareness of a cause or issue related to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/ or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For charity or NGO campaigns that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For charity or NGO campaigns focused on advocacy for a particular cause. Judges will be looking for original creative ideas. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. There will be a particular focus on campaigns that are aimed at changing a decision or policy, or that uses the law to secure change. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

For charity or NGO campaigns that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For charity or NGO campaigns focused on raising money for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisation behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) focused on advocacy for a particular cause. Judges will be looking for original creative ideas and evidence of different organisations working together effectively for the same goal. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisations behind it. There will be a particular focus on campaigns that are aimed at changing a decision or policy, or that use the law to secure change. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that raise awareness of a cause or issue linked to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) focused on raising money for a particular fundraising cause. Ideally the winning campaign will raise awareness, or positive sentiment, towards both the cause/issue and the organisations behind it. Judges will be looking for original creative ideas and will look favourably on campaigns that are shown to have helped raise money for the cause. There will be no particular bias based on the scale of the cause - it is equally applicable to small, regional/local fundraising campaigns as national or international ones. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns involving multiple organisations (eg: brands, charities, public sector bodies etc) that are relevant to the public - but do not fall in the category of ‘equality & inclusion’, ‘health cause’ or ‘environmental cause’. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns from a public sector body or bodies that raise awareness of an environmental cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns from a public sector body or bodies that raise awareness of a cause or issue linked to equality and inclusion and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns from a public sector body or bodies that raise awareness of a health-related cause or issue and promote it in an effective way. Judges will be looking for original creative ideas. Ideally the campaign will raise awareness, or positive sentiment, towards the cause/issue, and/or help change behaviour. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns that demonstrate a bigger purpose at the heart of a brand or organisation in a truly authentic manner. The winning initiative will include multiple elements to advance an issue, research-based insights to identify areas for investment and focus, using real people touched by the campaign to tell the story. The execution will include long-term internal and external commitments and provide data to demonstrate real impact and products or services.

For campaigns that demonstrate outstanding creative thinking and brilliant execution in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/inclusion, or other moral causes. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing, or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns that demonstrate outstanding use of a celebrity/celebrities and/or social media influencers in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/ inclusion, or other moral causes. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing, or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate. For the purposes of this category, influencers are defined as individuals or groups who have built their own following organically via social and digital channels, with no pre-existing fame.

For campaigns that demonstrate outstanding use of technology in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/ inclusion or other moral causes. Technology has the potential to be a distinctly positive or negative force. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate.

For campaigns that demonstrate outstanding use of social media and/or other digital resources in order to reach determined goals. These goals could relate to health or environmental causes, public awareness, equality/inclusion, or other moral causes. The winning campaign will have at its heart a powerful and original idea, and the execution may combine excellent use of PR, advertising, marketing, or other genres. The winning campaign will be expected to provide data to support its claims, where appropriate.

For a brand, organisation or multiple-brand- owning company that has demonstrated its commitment to a good cause or good causes through more than just a single campaign in the year. The winning brand will be able to show that a positive purpose and cause is crucial to everything it does. The winning entrant will be expected to provide data to support its claims, where appropriate.

For an agency of any discipline that has demonstrated its ability to produce effective campaigns for good causes across multiple clients. Judges will be looking for agencies that have used a variety of techniques and channels in their campaign work to great effect, and those that have creativity at their heart. Judges will also take into account:

• Business growth

• New business wins, client retention and relationships

• Awards and recognition within the eligibility period

• Staff retention and development initiatives

• How the agency has played a positive role in the advancement and reputation of the industry during the review period, including examples of work, promotions and initiatives that lead the industry

This award recognises a leader with social purpose at their heart. The winning leader will be able to demonstrate a commitment to all aspects of DE&I and will show that positive purpose is crucial to everything they do. The winning entry will be expected to provide data to support its claims, where appropriate. We are not stipulating the job title or level of seniority. However, it’s expected that the individual will have at least some management responsibilities.