The shortlist for the Purpose Awards 2026, from Third Sector, Campaign and PRWeek, has been revealed.
Open to agencies, brands, public sector bodies, charities and NGOs throughout EMEA, the Purpose Awards recognise campaigns that use creative ideas successfully to further positive causes, and acknowledge the organisations behind them.
A live awards ceremony will take place on Thursday 4 June at a new venue for 2026 – the Jumeirah Carlton Tower in London.
The event will begin with a drinks reception, followed by a three-course lunch, where this year’s winners will be revealed. After the awards ceremony, attendees can network and celebrate. Book your tickets here.
This year’s Purpose Awards jury is co-chaired by Sinéad Gray, co-managing director of the PR agency Kindred, which won the Purpose Awards Agency of the Year category in 2024, and Louise Seston, head of marketing for healthcare at Boots UK.
Click here to view the full list of judges this year. Thank you to all the judges and to everyone who entered.
The full shortlist is below.
SPECIALIST
Best Proof of Authenticity
Teens, Social Media & You by Livity for Media Smart and TikTok
This Girl Can: Belonging Starts with Inclusion by The TGC Collective (23red, House of Oddities and MMC) for Sport England
Best use of Celebrity and/or Influencers
For F**k’s Sake by LADbible for Untold Fable, Goon Squad and MWW
Girls Can Do Anything: The Great Badge Drop by Girlguiding
Probation in Verse by Kindred for MoJ and HMPPS
Selling Menopause by Amazon Brand Innovation Lab for Menopause Mandate
Talking Futures by Kindred for Gatsby Charitable Foundation
The Hungry Games by The Romans for Trussell
Uniting climate heroes through music by I Came by Train (supported by Trainline)
Best use of Creativity
2025 Winter Appeal – Earworm by Don’t Panic for Shelter
Chew Plants Not Plastic by W Communications for Nuud
Frazzled ‘The Feeling Ceiling’ by Ocean Outdoor and Revolt for Frazzled
Hazmat Loungewear by 23red for Health Equals
How Channel 4 Created Its Most Successful Launch by Handing Creative Control to a ‘Doomed’ Generation by Channel 4
Last Shot Gallery by Words+Pixels for Back Market
Look Up by Earnies for TFL
Powered by Dreams by FleishmanHillard for St. Pancras International
Best use of Social
Activate with Joe Wicks by Freuds for Department of Health and Social Care
The Hungry Games by The Romans for Trussell
Best use of Technology
21 Days of Y’ello Care: Connecting at the Roots by Magna Carta Reputation Management Consultants for MTN South Africa
Frazzled ‘The Feeling Ceiling’ by Ocean Outdoor and Revolt for Frazzled
From Data to Life-Saving Donations by OmniGOV at MG OMD for NHS Blood & Transplant
Long Term Commitment
A Partnership That Powers Communities by krow Group for Aviva Community Fund
Asda Tickled Pink by Asda Tickled Pink, Breast Cancer Now and CoppaFeel!
Haleon and Smile Train partnership by Haleon
Studio You by We Communications
Sky Access All Arts by We Are Futures for Sky
Talking Futures by Kindred for Gatsby Charitable Foundation
This is Engineering by Royal Academy of Engineering
BRAND LED
Best Environmental Cause Campaign
Last Shot Gallery by Words+Pixels for Back Market
Media in Service of Nature: The Media Model that Funds Nature by MG OMD for giffgaff
Uniting climate heroes through music by I Came by Train (supported by Trainline)
Best Equality & Inclusion Cause Campaign
easyJet Uniform Donation Scheme by easyJet
How Channel 4 Created Its Most Successful Launch by Handing Creative Control to a ‘Doomed’ Generation by Channel 4
How the Special Olympics puts power into play by BBC StoryWorks Commercial Productions for Coca-Cola
Part of the Game by Mindshare (WPP Media brand) for Unilever – Persil
Rugby Like Never Before – Asahi Super Dry, Women’s Rugby World Cup 2025 by Asahi UK
The Undropped Kit by Golin for Asics
Your Support Is Real Magic: Coca-Cola for Special Olympics by SEC Newgate Italy for Coca-Cola
Best Fundraising Campaign
A Day for Thorpey by Mind and Surrey County Cricket Club
Big Knit Energy by Tin Man for Innocent with Age UK
Give Back Friday 2025 – Mango Means More by Tropic Skincare for UWS
Not just a building: the ‘More Mansfield. Forever.’ Campaign by Mansfield College – University of Oxford
Best Health Cause Campaign
Ageism Off. Life ON by Haleon
CanesMeno: Reimagining Menopause Support by Bayer
Chew Plants Not Plastic by W Communications for Nuud
Getting Men to Get Seen by VCCP Roar for Bupa
Keeping Women in Sport #EverySqueezeCounts by Tangerine for TENA
Let’s Talk Health by Bupa
Shoulder The Burden by Earnies for Bodyform
Spot Leukaemia by Catalyst PR for Leukaemia Care
Best Public Awareness Cause Campaign
Every Minute Matters by Lansons for Sky Bet and The British Heart Foundation
For F**k’s Sake by LADbible for Untold Fable, Goon Squad and MWW
One in Fifty by LSEG Risk Intelligence
Pampers Village by SEC Newgate Italy for Fater SpA (Brand Pampers)
Parkinson’s UK travel awareness campaign by Trainline
The Open Line by The Elephant Room for Vodafone
Your Presence is Presents Enough by Mischief for Avanti
COLLABORATION
Best Advocacy Campaign
Canesten’s ‘The Truth, Undressed’: Major Policy Wins For Intimate Health Education by Bayer Consumer Health, Inizio Evoke and PSHE Association
‘Screw This… Let’s Try Something Else’ Podcast by Immediate, Antidote Project from Rubber Republic and Brian Eno’s Foundation – EarthPercent
Best Environmental Cause Campaign
21 Days of Y’ello Care: Connecting at the Roots by MTN South Africa, Earth Hub Africa, Magna Carta Reputation Management Consultants, Shell South Africa, North-West Department: Agriculture and Rural Development and AgriColleges
Four million oysters to the rescue by Purina, Oyster Heaven and Red Consultancy
The Clean Earth Challenge by Johnson Outdoors and National Wildlife Federation
Best Equality & Inclusion Cause Campaign
Age Without Limits by Centre for Ageing Better, Four Agency Worldwide, Insights Solution, Beech Hill Consulting
Bridging the Digital Divide by Big Issue Media and giffgaff
Flipping the Script: How Channel 4 and Its Partners Turned Students into the Storytellers Behind Educating Yorkshire by Channel 4, Blink, OMD, Twofour and Thornhill Community Academy & Partner Schools
Part of the Game by Mindshare (WPP Media brand), MullenLowe, Arsenal Football Club, Meta, TikTok, Global, MG Empower, Wasserman and Golin
Best Fundraising Campaign
Asda Tickled Pink 2025 Breast Cancer Awareness Month campaign by Asda, Breast Cancer Now and CoppaFeel!
Big Give Christmas Challenge 2025 by Big Give, Duna Films and Soho Communications
Big Knit Energy by Tin Man, Innocent and Age UK
Childhood Can’t Wait by Whizz Kidz and Red Consultancy
Best Health Cause Campaign
Activate with Joe Wicks by Freuds, Department of Health and Social Care, The Body Coach, Studio AKA, Universal Music UK and YouTube Kids
Aldi x PANDAS for new parents by Citypress and Aldi
Love Is In The Blood by Word on the Curb, NHS BT and Channel 4.0
Making Type 1 Diabetes Seen and Understood Through Pop Culture and Play by Burson and Sanofi
Selling Menopause by Amazon Brand Innovation Lab and Menopause Mandate
Small Talk Saves Lives by 23red, Network Rail, Samaritans and British Transport Police
Best Public Awareness Cause Campaign
Alzheimer’s Society International 2025 by Alzheimer’s Society and The FA
Best Start In Life x Peppa Pig by Freuds, Department for Health and Social Care, Hasbro (Peppa Pig), and Department for Education
Every Minute Matters by Lansons, Sky Bet and The British Heart Foundation
The Open Line by Vodafone, NSPCC and The Elephant Room
CHARITY OR NGO
Best Advocacy Campaign
Ban Trophy Hunting by Wildlife and Conservation Foundation
More Ball Games by London Sport
The Breed Decision: How Battersea is Disrupting Misinformed Breed Choices by Battersea Dogs & Cats Home
The Egg You Can’t Buy by Pagefield for The Vegetarian Society
The Gran Squad: Putting social housing back on Scotland’s national agenda by 89up for Shelter Scotland
The Hungry Games by The Romans for Trussell
Best Environmental Cause Campaign
To be announced on the night.
Best Equality & Inclusion Cause Campaign
DKMS Aunties – BCAM Sept 2026 by GottaBe! Ethnic for DKMS
I Am Not A Typo by Blurred and coalition partners
Misunderstood by AML Group for Tourettes Action
See What She Sees by Hunter: UK
Selling Menopause by Amazon Brand Innovation Lab for Menopause Mandate
The Open House by The Elephant Room for Macmillan Cancer Support
Best Fundraising Campaign
Bring Someone’s Future Back by Don’t Panic for Samaritans
For Every Future by Greenhouse Sports
Macmillan March 2025 by Macmillan Cancer Support for Greene King
Making Hunger Visible by JCDecaux Community Channel and The Maverick Group for The Felix Project
Most Dangerous Time of Year by GOOD Agency for NSPCC
MSF – Part of the Team by krow Group for Medicine Sans Frontières
Overcooked Live by Arena Media UK for Make-A-Wish UK
Best Health Cause Campaign
Frazzled ‘The Feeling Ceiling’ by Ocean Outdoor and Revolt for Frazzled
Hazmat Loungewear by 23red for Health Equals
Positive Steps by Kindred for British Association for Counselling & Psychotherapy
Selling Menopause by Amazon Brand Innovation Lab for Menopause Mandate
The Painathon by Fold7 for Women’s Health Hope
The Unexpected Hero by VCCP for Prostate Cancer UK
Best Public Awareness Cause Campaign
12/15 – Coalition Against Loneliness by SEC Newgate CEE for Era of New Women Foundation
Alzheimer’s Society International 2025 by Alzheimer’s Society
A Picture of Health by VCCP Roar for National Art Pass from Art Fund
Do It Fair by Nice and Serious for Fairtrade Foundation
Fragments of Hope by The Romans for UK4UNHCR
I know by Don’t Panic for Medical Aid For Palestinians
Imagine A Gambler by Lucky Generals for GambleAware
Positive Steps by Kindred for British Association for Counselling & Psychotherapy
PUBLIC SECTOR
Best Advocacy Campaign
To be announced on the night.
Best Equality & Inclusion Cause Campaign
Look Up by Earnies for TfL
This Girl Can: Belonging Starts with Inclusion by The TGC Collective (23red, House of Oddities and MMC) for Sport England
Best Health Cause Campaign
Activate with Joe Wicks by Freuds for Department of Health and Social Care
AMR Campaign: Andi Biotic by UK Health Security Agency
Do It London by TMW (part of Accenture Song) and The 7 Stars for London HIV Prevention Programme
Maternity exemption certificates – have you got yours? by NHS Business Services Authority
Best Public Awareness Cause Campaign
Act Like a Friend by VCCP for Transport for London
Fake Toys, Real Harms by Lansons for Intellectual Property Office
Probation in Verse by Kindred for MoJ and HMPPS
COMPANY AWARDS
Agency of the Year
89up
Earnies
Kindred
Livity
Tin Man
Brand of the Year
To be announced on the night.