Campaign of the Year

Barnet LBC
Money Worries?

Responding to the Cost of Living crisis, ‘Money Worries?’ was an initial 10-week campaign to provide practical help on the benefits for which Barnet residents may be eligible but not claiming. Through extensive communications and resident engagement, the campaign raised awareness of the award-winning, innovative Barnet Financial Calculator and its features, as well as the new Money Adviser Network partnership, to encourage residents to find out what financial help is available to them and increase the amount of benefits being claimed.The result was residents identifying over £8m in benefits eligibility of which they would otherwise not have been aware.

Cambridgeshire and Peterborough CA
The Tiger Pass

This year Cambridgeshire and Peterborough Combined Authority (CPCA) introduced a £1 bus pass for under 25s for the first time. The Tiger Pass was expected to achieve 10,000 applications in the first six months – it has surpassed all expectation with 10,000 in the first month and 33,000 in the first six. It is thanks to a communications campaign that reached its target audience persuading them of the benefits.Its success means thousands of young people can access schools, colleges and work, ensuring less well-off young people are able to make the same choices as those who are better off.

North Lanarkshire Council
The Hive – Women’s Business Incubator

Only 2.2% of working-age women in North Lanarkshire are self-employed. In February 2024, The Hive was created; a visible space to house and support female-founded business start-ups to increase business participation and economic performance. Offering desks, offices, meeting rooms, treatment rooms, onsite business support and networking opportunities, we are the first local authority in Scotland to offer a dedicated female-led business workspace. Creating a compelling brand and look for the facility, as well as campaign collateral, we helped drive 348 online registrations and 1,108 workspace bookings. Importantly, 23 new female-led businesses have been created with another five in the pipeline.

North Lanarkshire Council
Working for Families

With 25% of children living in poverty, we devised Working for Families with partners, tailored to individual family needs and spurring parents into work as a way of lifting families out of poverty. We created a branded campaign that resonated with parents, driving them to register. The programme’s range of interventions helped parents overcome barriers to employment, resulting in increased income and unlocking employment and training opportunities. A multi-channel campaign resulted in in 680 registrations with Working for Families, of which 20% are a direct result of the campaign, with 206 parents getting employment and 152 gaining work placements.

Redbridge LBC
This Has to Stop

The ‘ThisHasToStop’ (THTS) campaign combats violence against women and girls through behaviour change, education, and enforcement. Launched in 2023 by Redbridge Council and Social Engine, it targets harmful social norms, achieving a 21% reduction in harassment, training 500+ bystanders, and educating 100,000+ people via TikTok. Highlights include the UK’s first Public Space Protection Order for sexual harassment, community co-production, and school programs. By promoting male allyship and intervention skills, THTS has delivered results and inspired councils nationwide, establishing itself as a leading model for addressing sexist violence.

Sheffield City Council with the South Yorkshire Tobacco Control Alliance
It is Time to Talk about Smoking and Mental Health

Smokefree Starts is a partnership between the four local authorities within South Yorkshire and the South Yorkshire NHS Integrated Care Board and partners. Our campaign increased awareness of the impact of smoking on mental health and the benefits of quitting. Dispelled myths about smoking. mental health, stress and the nicotine withdrawal cycle. The campaign was effective in reaching our target audience and raising awareness, 41,000 people saw the advert on ITVX, 57,000 people heard the radio advert. Over 5,938,971 impressions across the posts on Facebook, and 223,650 on Instagram, 8,715 on X. Services saw an increase in referrals.

Southwark LBC
Securing the Future of Council Housing

Southwark Council has spearheaded a ground-breaking national campaign, uniting 109 councils to address England’s broken council housing financing. This unprecedented coalition has captured the government's attention and secured policy reforms that address several of our key requests. Southwark brought together council landlords from across the country to publish a major report on the solutions needed. A local and national media strategy, a series of high-profile events and ongoing strategic engagement with influential organisations and MPs enabled us to secure Ministerial meetings, influence public debate and win meaningful national policy change that will improve the lives of residents across the country.

Staffordshire CC
Little Heroes

The Little Heroes campaign swooped in this year, addressing a 2.4% drop in school attendance for KS1 and KS2 students (circa 59,466) in Staffordshire. This equated to 271,000 missed school days, impacting learning. Our mission was to transform every student into a HERO by being "Here Every Day, Ready On-Time." Using positive reinforcement, we made attendance exciting. We aimed to boost attendance by 1%, targeting “mild illness” and “anxiety.” The result? A 2.1% increase in attendance. Over 80% (280) of Staffordshire’s primary schools joined, and student surveys showed high excitement and pride in being recognised as heroes.

Tower Hamlets LBC with London Fire Brigade
ChargeSafe Tower Hamlets

In response to a significant rise in e-bike battery fires, Tower Hamlets Council launched a targeted multi-channel campaign in August 2023, in collaboration with the London Fire Brigade. The campaign aimed to reduce the number of fires, raise safety awareness, protect residents through compelling imagery and accessible messaging. With a focus on digital outreach, media, and community partnerships, the campaign led to a 50% reduction in fire incidents, extensive media coverage, and over 487,000 digital engagements. The campaign was recognised for its impact, receiving praise from industry leaders and generating widespread support for greater regulation for e-bike batteries.

Westminster City Council
Way to Wellbeing Campaign

The Way to Wellbeing Campaign in Westminster and Kensington and Chelsea exemplifies inclusivity, innovation, and collaboration. Co-produced with over 350 stakeholders, it features the Wellbeing Hub, an online directory of mental wellbeing services, training. The Hub includes a quiz to help residents, workers, students find support for issues like anxiety, loneliness. The campaign is designed for sustainability with an anti-racist, intersectional approach, addressing barriers to wellbeing support like stigma and culture, reaching over 475,704 social media accounts and 9,700 website visits between October 2024 and November 2025. The core message is that no one should feel alone in their struggle.