Charity or Patient Organisation Including Pro Bono

“Cancer Chips” takes a deeply personal insight and turns it into a measurable impact for a vulnerable community: the most at risk of cancer, recovering alcoholics.

We used deep insights about this group’s culture, beliefs, and traditions to reach them. Instead of writing them off, we reached out to them at exactly the right moment: their sober anniversaries, a day each year when they’re focused on protecting their new, healthy life.

By placing a highly personal CTA directly into the hands of recovering alcoholics each year, “Cancer Chips” helps an overlooked patient community live healthier lives.

Judges Comments

An entirely unexpected way to confront a problem that is often overlooked, “Cancer Chips” was a bold idea that came from two strong insights; people living with alcoholism have an increased risk of cancer but forget their annual screening + they don’t forget their sobriety anniversary. Judges said the refreshing use of these insights together – coming to an exquisitely simple concept grounded in truth – was awesome. Furthermore, this idea was almost guaranteed to reach its audience through the clever strategy of inserting itself into a moment known to be meaningful for those who have experienced sobriety challenges. Although the day is about celebration, the messaging was sensitive, supportive, clear, and compelling, and evidently resonated with the majority of people who were on the receiving end of the campaign.

Judges loved that “Cancer Chips” was an intervention that seemed to be genuinely well-received by its audience. The gentle offering of the reminder to get tested for cancer was greatly appreciated for not being imposing or aggressive; rather a small nudge to improve their future. And along with the way in which the offer was tied to a significant celebration, judges praised the complete integration into the Alcoholics Anonymous world, and for not making the audience look at any additional media.

The judges summation was that it’s all beautifully and sensitively crafted, a very worthy Gold-winning idea and one of those you wish you had come up with!

Chessa Williams, twentyeightc

The Lady Garden Foundation is a gynaecological cancer charity that uses the cultural link between “lady gardens” and flowers to tackle the taboo surrounding women’s health. With 73% of women unaware of what a vulva is, we created “The Blooming Vulva” – a CGI-crafted flower variety.

Each bloom mimicked real vulvas and highlighted signs and symptoms of vulval cancer, even wilting to reflect preventable deaths. Appearing on billboards and social media, the campaign drove audiences to an online care guide and achieved record awareness, huge search spikes, significant website traffic and strong earned reach.

Forty years ago, before the internet, five families created their own version of social media: a Little Red Book where they shared experiences of living with rare diseases. Little did they know they were creating a community.

Our film unveiling Unique’s new brand invites today’s members to share their stories, celebrating the charity’s global community and resilience. Rooted in authenticity, it uses photos and handwritten notes to create a deeply human narrative that reflects Unique’s heritage. Narrated by Chief Executive Sarah Wynn, the film builds trust and empathy, strengthening awareness of Unique’s lifelong support and deepening its connections worldwide.

Costello Medical, with Purple Pact, SHEEP, and AREAi, created My CyCoo – a culturally resonant, age-appropriate comic book for girls aged 12–17 to address menstrual health stigma and knowledge gaps in Nigeria.

The visually engaging format uses local characters, storytelling, and practical tools including monthly trackers and reusable pad guides to make complex topics accessible in English, Hausa, Igbo, Pidgin, and Yoruba. Available in print and digital editions, it serves classrooms and community sessions, aiding educators and caregivers with accurate, compassionate information.

Through education, dialogue, and empowerment, My CyCoo aims to demystify menstruation, improve health literacy, and reduce stigma in underserved communities.

Salt of the Earth launched to support grassroots UK health and environmental initiatives. They wanted to build a credible presence without a large awareness campaign that could overwhelm a new, small charity. In a landscape dominated by corporate sustainability and crisis messaging, we chose a distinctive approach: celebrating everyday people doing essential community work.

“Real People. Real Impact. Real Earth.”

Our creative idea inverted traditional charity communications by leading with celebration and connection. A warm, people-centric visual identity, authentic photography, conversational tone, and low-carbon digital presence reflects the charity’s values. Growth now comes organically through community advocacy, not marketing spend.

“Just a Period” challenged the normalisation of heavy and painful periods and empowered women to take action. The campaign launched the Period Symptom Checker, a clinically co-created tool endorsed by NHS England, the Royal College of General Practitioners (RCGP) and the Department of Health and Social Care (DHSC).

A bold creative hourglass shaped as a female body reframed menstrual suffering as urgent and treatable. Delivered through national media, social, influencers, OOH and Parliament, the campaign drove real behaviour change. To date, almost 60,000 women have completed the Checker, with 92% receiving GP letters. “Just a Period” is shifting attitudes, accelerating help-seeking and improving menstrual health outcomes.