Purpose Awards EMEA 2020: Charity or NGO - Best Environmental Cause Campaign

Winner: Pegasus

Purpose Awards EMEA 2020: Charity or NGO - Best Environmental Cause Campaign

Winner: 'Girlguiding make a fantastic #PlasticPromise' by Pegasus for Girlguiding

With a survey of 76,000 girls finding that 88 per cent see the environment as a high priority for making changes, this campaign sought to engage Girlguides and MPs on such topics, while also positioning Girlguiding as relevant to modern priorities.

Girlguide units were provided with an action pack encouraging activities such as writing to MPs, building sculptures from plastic waste of animals the girls wanted to protect, and making their own promises then sharing them with friends and family. 

A launch featured a photocall with celebrity 'eco-influencer' and BBC presenter Liz Bonin outside Parliament. The Girlguiding members made protest banners.

People were urged to make their #PlasticPromise via a campaign microsite, choosing one of five pledges. Those who made a #PlasticPromise received a digital badge for sharing on social media.

More than 100,000 Girlguiding members took part in the campaign and 113,000 people made a digital #PlasticPromise.

A survey of 1,000 volunteers found 88 per cent felt the campaign helped empower girls to have a positive impact.

In total 98 per cent of volunteers made a personal commitment to reduce their plastic usage. Thirty nine Parliamentarians engaged with the Girlguiding members on the issue.

Overall, 223 pieces of media coverage were secured; 21 per cent of the UK adult’s population had heard of the #PlasticPromise campaign.


'Blue Insider – James Blunt/Business Insider Takeover, Blue Marine Foundation' by Freuds for Blue Marine Foundation

'E.ON Let's clear the air' by ENGINE UK for E.ON

'Global Climate Strike' by Greenhouse PR Ltd for UK Student Climate Network

'National Refill Day' by 23red for City to Sea / Refill

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