This award celebrates the power of creativity as a tool to communicate key messages to target audiences. The judges will be looking to understand how creative ideas and choice of execution link back to research and insights relevant to the target audience. They are keen to understand the core creative idea behind specific executions, and the rationale for choosing any particular route over another. What mindset changes were identified, and how did the creative seek to deliver that change? What rationale and validation did the creative go through to ensure success? How was the creative measured?
Entries can showcase words or images, digital, print or any other medium, along with an explanation of why you feel this particular execution delivered against a clearly defined need. Of course, the judges will also be looking for stunning imagery and cleverly worded copy, but we’re also keen to understand the brief and how your creative has answered it. So, to win this award you need to show:
- What research and insights powered your creative brief and inspired the core idea
- An explanation of the idea itself
- The rationale behind the creative direction taken
- Stunning creative that delivers against the rationale
- Why you chose to take the route you did in terms of media
- Effectiveness and results – evidence that it delivered against the intention and objectives.
Entries should demonstrate first-class strategic thinking and exceptional implementation (in line with the ABPI, EFPIA and PAGB Codes of Practice).
Work conducted during the 18-month period between July 2022 and December 2023 will be eligible. If the submission has been entered previously, the current entry must provide benchmarks to clearly demonstrate how the programme was evaluated and how it has developed over time
Don’t forget:
- provide a copy of any previous submission for this work
- be open! Were there any other contributors to the programme?