Creativity for Good
THE CHALLENGE
In celebration of the 40th anniversary of the PM Awards, we’re setting a bold new ambition for Creativity for Good 2025/2026. This year, we’re moving away from the single-entry competition format to launch a collaborative, industry-wide creative movement—inviting 40 agencies to join forces and create a one-of-a-kind digital art installation that champions mental health in healthcare.
THE PURPOSE
We are proud to support You Okay Doc?, a small but vital mental health charity for UK healthcare professionals. Their mission: to build safe, compassionate spaces where doctors, nurses, and HCPs can be open about their mental health and access support that saves lives.
Why It Matters
• 1 doctor dies by suicide every 3 weeks in the UK
• 39% of doctors report feeling burnt out
• 1 nurse attempted suicide every day in 2022
• You Okay Doc? raised only £80K in 2024—without agency support
We aim to raise £40,000, double their operating budget, and support 17,000+ healthcare professionals.
Learn more: www.youokaydoc.org.uk or follow on Instagram @youokaydoc to see the difference they really do make
THE CREATIVE BRIEF
You are invited to create a bespoke digital artwork that will become part of the “You Okay Doc? Art Gallery”—a physical and virtual exhibition showcasing the mental health experiences of healthcare professionals.
Theme: Mental Health & Healthcare – Through a Positive Lens
While iconic works like Munch’s Scream and Van Gogh’s self-portraits show mental health struggles, we challenge you to go further.
Portray strength, community, and healing.
Art can explore:
• Emotional resilience in healthcare
• The power of seeking help
• Recovery journeys
• Support networks among HCPs
• Moments of joy, calm, or connection in crisis
ARTWORK SPECIFICATIONS
• Digital Format (static image with optional* animated version)
• Size: 3508px x 4961px (portrait or landscape)
• Colour mode: RGB
• *Optional: supply a QR code linking to an animated version
THE ASK
- £1,000 entry fee per agency
Your donation funds You OK Doc?’s life-saving services:- £1K = 1 podcast episode, 1 Huddle event, or support for 20+ individuals
- What you’ll get:
- Displayed as a physical installation at the 40th PM Awards 2026
- Hosted in a long-term virtual gallery post-event
- Logo recognition in:
- The Awards results brochure
- On-screen at the ceremony
- The PM Society website
You won’t just be creating for a cause—you’ll be part of a landmark collective piece of healthcare advertising history.
LIMITED SPACE AVAILABLE
Only 40 agencies can take part. It’s first come, first served. Sign up now by contact Jenny Claridge to reserve your spot.
Creativity for Good is part of the PM Society’s giving back initiative where each year a chosen charity provides details on the support they need and the campaign they want to achieve. Agencies then pitch their ideas to support the charity to achieve their goals, facilitated by the PM Society..
For our first Creativity for Good for 2025, we were thrilled to have worked with Acrodysostosis Support and Research as our charity partner.
Congratulations to our winners Syneos Health.
This initiative means so much to both the charity and the partner who pitches their time and ideas to work with them.
Nina Knight, Chair, Acrodysostosis Support and Research:
“For rare disease communities, raising awareness is essential as it leads to accurate diagnoses for people who may have been struggling, and therefore appropriate treatments. As a small charity, we would not have had the resources to launch an awareness campaign on our own, but with the support of the PM Society, we’ve been able to reach many more people than we would ever have imagined. The brilliant Take 5 campaign designed by our chosen agency Syneos has raised awareness among healthcare professionals and the general population and we’ve seen new patients join our community as a result. We’re grateful to both the PM Society and Syneos for their support.”
Rob Jones and Joe Mills, Syneos Health Communications
“Working on the Take5 campaign with Acrodysostosis Support and Research has been a privilege. The collaboration allowed us to use our strategic and creative expertise to raise awareness of a rare condition that can be difficult to diagnose if the signs aren’t recognised. We’re especially grateful to Nina and the team at the charity for being such thoughtful, collaborative partners throughout the process. It’s been a real pleasure to work together, and we’re thankful to the PM Society for making this kind of work possible.”
Our second Creativity for Good for 2025 has been finalised and we are delighted that Niemann-Pick UK (NPUK) are now working with their chosen agency partner and we will be announcing the winner at the PMi Awards on the 11th September 2025.
Look out for news on our Creativity for Good plans for 2026!