BEST AWARENESS CAMPAIGN OR ADVANCEMENT OF A CAUSE
Association for Project Management – Future Lives and Landscapes
APM launched the ‘Future Lives and Landscapes’ because we wanted to create a campaign that showcased the social good that projects bring and highlight the true value of projects – beyond their financial bottom line.
The campaign was launched in April 2023 and ran until July 2024. It’s goals included raising awareness in the project profession of the role of projects as drivers/enablers of social benefits, more project professionals becoming APM members, so that more people in the profession can benefit from our learning resources and social benefits incorporated into the success criteria of more projects. It was a collaborative effort that was led by APM’s Communications team but required the help of many teams in the organisation.
Surveys conducted after the campaigns conclusion indicate that ‘Future Lives and Landscapes’ has increased awareness of the social value of projects within the profession, and changes in the way organisations approach their projects. There was also an increase in the individual membership numbers of APM.
British Association for Counselling and Psychotherapy – Burst the self-doubt
Our Burst the self-doubt campaign was creative and original, featuring an interactive installation and powerful case studies to show women how therapy can help their self-esteem.
The objective of the campaign was to use media attention to highlight the issue of self-esteem, give our audience (women) permission to prioritise and tackle a barrier to getting therapy, raise awareness of the benefits of therapy and encourage women to seek support.
The campaign featured an innovative, interactive art installation at Battersea Power Station in London. Women wrote their self-esteem issues onto paint-filled balloons and fired them at a large canvas – to represent bursting their self-doubt. Once the canvas was covered in paint, the message ‘Burst your self-doubt’ was revealed.
The campaign resulted in 44 pieces of media coverage, all of which featured our key messages, with a reach of more than 114 million.
It also prompted an overwhelmingly positive reaction from our members and from those who visited the installation on the day.
Survey data has since showed that 53% of our members said they’d seen an increase in clients presenting with self-esteem.
We exceeded our campaign objectives and believe the campaign has had an incredibly positive outcome.
Builders Merchants Federation – Sector Awareness/BMCareers campaign
Building Materials Careers is using the storytelling power of an entire, multi-billion £ industry to showcase a vital, varied and diverse sector – steered by the sector’s trade association, the BMF, to champion change.
With over 1,000 member companies, the BMF launched the programme to raise awareness and attract new talent, particularly among young people and potential career changers.
The programme’s execution includes a digital-first strategy using platforms like TikTok, Instagram, LinkedIn, Facebook and YouTube, alongside public relations and school outreach initiatives.
At its core, the programme promotes the sector as a dynamic and impactful career choice through powerful branding and real-life success stories.
A key feature is the creation of bmcareers.com, a central hub where potential candidates can explore career paths, interact with employers, and connect with job opportunities.
Since its launch, the programme has significantly raised public awareness, achieved extensive media coverage, and driven over 17,000 visits to the site in just 6 months.
It has resulted in 1,500 clicks through to employers’ own career pages and the creation of 100+ talent profiles. BMCareers’ success is evident as the campaign was voted one of the top five member benefits, as reported in the latest BMF Membership Survey 2025.
News Media Association – Make it Fair
Make it Fair is a unique campaign supported by many different organisations and household names in the creative industries aimed at persuading government to abandon plans to force content creators – including news and book publishers, musicians, artists photographers and illustrators – to have their content scraped by AI firms unless they opt out.
Railway Industry Association – “A Spark of Genius” – Raising National Awareness for a Net-Zero Railway
The Railway Industry Association (RIA) transformed the national conversation on rail decarbonisation through its 2024 “Net Zero Railway” campaign. Rather than simply advocating for greener transport, RIA strategically stepped into a leadership vacuum with a credible, costed, and compelling plan to achieve a net-zero railway by 2050. The campaign combined technical insight with accessible messaging and brought the idea of battery-electric trains and targeted electrification into the mainstream.
Designed to influence policymakers, industry leaders, and the public, the campaign generated significant media coverage, sparked stakeholder engagement, and received praise from government figures, including the Minister for Rail. With minimal budget and resources, RIA’s initiative not only elevated the issue on the national stage but helped position the organisation as a thought leader on climate strategy in transport.
This entry invites reflection on how trade bodies can punch above their weight through effective communication, evidence-based advocacy, and visionary thinking. It is a case study in how a modest but focused campaign can drive industry awareness, policy debate, and meaningful change on one of the UK’s most urgent environmental challenges.
Society of Trust and Estate Practitioners – Spot the signs campaign
Financial abuse of older and vulnerable individuals is widespread but often hidden and poorly understood. STEP’s 2023 research found that 57% of members had encountered actual or suspected financial abuse of clients, especially those with diminished capacity from conditions like dementia.
STEP launched the Spot the signs campaign to:
• Raise awareness of financial abuse;
• Promote safe, informed use of LPAs and
• Equip the public with clear, practical steps to recognise and respond to abuse.
STEP is a global body of over 22,000 professionals, including lawyers, accountants and estate planners, supporting families with succession planning. We were uniquely positioned to lead this campaign, drawing on members’ real-life casework to provide authoritative guidance.
Spot the signs succeeded in raising public awareness of a widespread but hidden problem, equipping people with the confidence and knowledge to act. By balancing behavioural insight, lived professional experience, and strong partnerships, the campaign empowered carers, families and communities to better protect vulnerable people from financial harm.
The Chartered Institute of Payroll Professionals – “Improving the data HMRC collects from its customers” policy proposals
The Chartered Institute of Payroll Professionals (CIPP), the UK’s leading body for payroll professionals, successfully influenced a major policy U-turn by HMRC, protecting payroll teams from significant administrative burden. Through expert policy representation—one of the core benefits of CIPP membership—the Institute empowered members to directly shape government decision-making.
In response to HMRC’s 2022 consultation proposing mandatory collection of employee occupation, location, and hours worked data, the CIPP mobilised over 150 members across three Think Tanks. These sessions facilitated dialogue with HMRC and helped form robust, member-informed consultation responses. Crucially, CIPP Policy and Advisory Lead, Samantha O’Sullivan, was invited to give oral evidence to the House of Lords Finance Bill Sub-Committee—an accolade that reflects the Institute’s credibility and influence.
As a result of CIPP’s advocacy, HMRC announced in January 2025 that it would not proceed with the proposed data requirements, citing the administrative burden raised by stakeholders. This win preserved payroll efficiency, avoided costly software upgrades, and protected agent-client relationships.
This achievement demonstrates the CIPP’s leadership in representing its members, reinforcing its mission: “Leading payroll and pension professionals through education, membership and recognition.” It’s a testament to the Institute’s powerful role in shaping policy for the advancement of the payroll profession.
