It celebrates the ability to connect with audiences, inspire action and contribute to meaningful, lasting change - not just raising awareness. It includes initiatives that demonstrate measurable behaviour change and contribute to wider shifts in systems or decision-making at scale.
Who it's for:
Businesses, NGOs, government agencies, councils, media organisations, individuals and communications agencies entering on behalf of a client.
What the judges are looking for:
- clarity of the behaviour change goal and the strategy behind it
- creativity, reach, engagement and quality of the communications work
- evidence of measurable behaviour change
- positive environmental or social impact resulting from that change
- ability to inspire action beyond the initial audience
- scalability or replicability of the approach