2025 Winners

AI is causing an unprecedented data deluge. Storing all this data is environmentally harmful because it requires vast amounts of energy to power and cool massive data centres. Businesses are responsible for a large proportion of the data deluge, but two thirds of the data they store is used once and never accessed again, wasting energy and
creating harmful emissions. NetApp's Campaign to End Single-Use Data built awareness of the problem to inspire action, showing businesses the different strategies they can use to reduce it, and campaigning in Parliament to deliver change that will help eradicate single-use data forever.

The judges said: Thought provoking and impactful campaign that clearly was effective in creating much-needed conversation around data waste.

Lao Brewery Company is redefining sustainable brewing in Laos through its “Celebrating the Source” campaign, embedding environmental restoration and community value across its operations. From launching its Sustainable Rice Farming project to adopting biomass energy that now powers over 80% of its Vientiane brewery and cuts ~17,000 tonnes of CO₂ emissions annually, LBC integrates regenerative agriculture, water stewardship and circular packaging into its business model. More than reducing environmental impact, LBC is forging a proud, resilient identity rooted in Laotian heritage, proving how a national brand can become a catalyst for local environmental action, innovation and long-term systemic transformation.

The judges said: This is an impressive project driving transformation at scale.

People don’t want to think about getting older… that is, apart from when it comes to the beauty industry. Our Face Forward campaign lent into this insight, creating a parody advert about a pot of face cream to get people to think about their pension pot. And the star? ‘The GC’ herself – a perfect fit for ‘beauty’ creative, yet surprising as a spokesperson for pensions, adding to the news value and helping our fully-integrated campaign exceed all KPIs.

The judges said: Sharp insight paired with bold creative and the perfect talent choice, Third City broke through to their target audience. At the heart of this success was their inspired use of Gemma Collins. Gemma brought the cut-through, humour and relatability to take pensions out of the 'boring but important' box and into popular culture.

AI is causing an unprecedented data deluge. Storing all this data is environmentally harmful because it requires vast amounts of energy to power and cool massive data centres. Businesses are responsible for a large proportion of the data deluge, but two thirds of the data they store is used once and never accessed again, wasting energy and
creating harmful emissions. NetApp's Campaign to End Single-Use Data built awareness of the problem to inspire action, showing businesses the different strategies they can use to reduce it, and campaigning in Parliament to deliver change that will help eradicate single-use data forever.

The judges said: I absolutely LOVE the 'single use data' framing of this, it is a very clever campaign hook.

The UK’s illegal cannabis-using community exceeds 2.5M, with around 1.8M using it for health issues like chronic pain. Despite this, many continue to buy from dealers rather than source it legally from medical cannabis clinics such as Curaleaf.

To uncover what’s really in street-bought cannabis— ranging from mould to E. coli—Third City lab-tested samples and went straight to the source. Billboards in drug hotspots and QR code stickers on lamp posts flipped an innovative dealer tactic against them. The result? Over 700 media hits and an 18% spike in new patients for Curaleaf Clinic after launch.

The judges said: Brilliantly creative way of circumnavigating regulatory framework. Absolutely loved the freedom of information request playing drug dealers at their own game and using the same tactics at street level for good. Genius!

Dulux has partnered with Volunteer It Yourself (VIY) for over four years, united in their shared mission to transform community spaces whilst creating opportunities for young people at risk of disengagement. When VIY and Dulux completed their 200th project together, an integrated media campaign was implemented to showcase this landmark moment and the initiative’s impact to a wider audience. Reaching over 330,300 across regional and trade titles and 12,000 across social platforms, the campaign achieved high engagement from targeted audiences. What’s more, 75% of the volunteers involved achieved a City & Guilds Entry Level 3 accreditation in painting and decorating.

The judges said: Inspiring grass roots social impact case study of a major brand aligning its commercial and social goals to improve 'NEET' skills and engagement.

The Klang River was once Malaysia’s dirtiest secret, symbolising pollution and hopelessness. Through Selangor Maritime Gateway (SMG), we flipped the narrative from silence to hope, repositioning the river as a protagonist of resilience. Storytelling and immersive activations from River Education Trips and mangrove planting to the Pleco Catching Challenge turned ecological recovery into a national movement. Ordinary people became River Stewards, driving change. The results: 6,700+ Malaysians engaged, 254 earned stories, 6.6B impressions, and 15,475kg of invasive species removed. Today, the
Klang River is seen as revivable and worth protecting, a symbol of pride and possibility.

The judges said: This campaign is a standout in the category. It combines strong narrative, measurable results, participatory engagement, and sustainable development outcomes. A strong “purpose-driven” entry, achieving both awareness and lasting ecological and social change. It is a model for how PR can catalyse civic pride, policy alignment, and ecological regeneration simultaneously.

Pregnant women and people with disabilities are frequently denied a seat London’s Underground. Why? Because people slouch with their heads down, staring at their phones, unaware of those in need of a pew. Earnies took to LinkedIn to offer TfL the solution, with a campaign called Look Up. Creating a simple behavioural nudge for commuters; a sticker designed for the floor of the carriage, beneath their feet. 1,200 likes and 750,000 LinkedIn impressions later, TfL responded. Yes! They’d do it. Just two weeks later, they had created the signage, placing it on the DLR. A powerful behavioural change, from a simple visual nudge.

The judges said: The 'Look Up' campaign demonstrated the profound impact of a simple, £0 budget, behavioural nudge to tackle a persistent social issue. By harnessing the community on LinkedIn and generating humour through song , Earnies created overwhelming pressure on TfL.

The pandemic rewired how business, media and society operate. We responded. In 2022, we redefined our purpose and proposition, launching ‘Comms for a New Economy’—our strategic commitment to the brands and business models shaping the future. This wasn’t just a new positioning; it was a deliberate shift in how and who we work.

The judges said: Outstanding work, performance and impact.

elho’s Impact Report 2025 showcases exceptional transparency, creativity, and measurable progress. Produced entirely in- house, it highlights transformational achievements. By blending robust data, inspiring narratives, and on-brand design, elho positions itself as a trailblazer in sustainability reporting, proving that impactful communication can drive systemic change.

The judges said: It's impressive to see how integrated sustainability is into the business. The report is clear and clean, and bucks the trend of dense and inaccessible sustainability reports.

Milk & Honey believes in the power of PR to engage, influence and inspire, so that brands move people and change the world. We are motivated to make a difference as our award winning PR strategies, specialists and services amplify the voice, prove the value and grow purposeful brands. Shaped by our values and owned by our team, we prove ― across clients, campaigns and communities ― that purpose is now essential to profitability. Our ‘People, Purpose, Planet’ impact report proves this commitment ― so world-changing clients can be seen, be heard and be good.

The judges said: Clear, action based reporting that links back to overarching ambitious objectives. Clear vision that's making a difference.

As Trafford Centre’s retained marketing agency, we work closely with them to shape, refine, and communicate their For Our Future ESG vision. The 2025 Impact Report builds on their commitment to transparency and accountability, clearly mapping year-on-year progress and future goals. With an evolved design featuring bold infographics, photography, and concise storytelling, it showcases achievements such as achieving a BREEAM ‘Very Good’ rating ahead of schedule, full fleet electrification, and significant community investment, while remaining open about areas for improvement. The result is a compelling, accessible reference point for stakeholders and a renewed commitment to ESG leadership.

The judges said: An outstanding ESG impact report - easy to read, visually pleasing an absolute credit to the programme. Unlike many similar reports it also tracked year on year progress. Very well executed.