Purpose Awards EMEA 2021: Collaboration - Best Advocacy Campaign

WINNER: Fighting Food Poverty by Lucky Generals for Co-op - also the Campaign of the Year winner for 2021.

Purpose Awards EMEA 2021: Collaboration - Best Advocacy Campaign

When the pandemic hit in March 2020, Co-op, which was founded on the principle of helping people help themselves, wanted to do just that. As one of the smaller retailers in the sector, its approach did not rely on financial contributions, but on the brand's founding principle of co-operation.

To meaningfully contribute, Co-op decided to focus on the greater good and how it could
make the most difference by using its collective endeavours. It teamed up with personalities,
charities, the private sector, the Government and the general public, with collaborations
featuring footballer Marcis Rashford as the public face of a TV campaign for FareShare. He
waived his normal fee and came together with Co-op colleagues, to ask the nation to 'text to
donate'. This led to further initiatives, such as an open letter from Rashford to all MPs, a
Rashford campaign website, where people can both get and offer help and where other
partners can get involved and the creation of Rashford's Child Food Poverty Task force.

Co-op's 'Text to donate' TV campaign more than fulfilled its initial objective, contributing over
£4m to Fareshare. It also strengthened the Co-op brand. By September Co-op Food had
achieved its highest ever scores in its three core brand-tracking metrics: 'positive feeling'
'champions important issues' and 'gives back to the community'.

The broader co-operative campaign, spearheaded by Rashford, raised more than £20m to
provide food for over four million children, more than ten times its initial target. It also brought
about two of the most spectacular U-turns in UK political history, encouraging the
government to announce a £400m winter grant scheme to support a further 1.4 million
children in England, and establishing Child Food Poverty as one of the most pressing issues
of our time.


Highly Commended

Write for Rights - Amnesty International and VICE by VICE Media Group for Amnesty International

Amnesty International's 'Write For Rights' is the largest established human rights event in
the world, and the charity's biggest opportunity every year to grow supporters. To boost
spontaneous recall of the initiative, Amnesty International entered into its first ever Write For
Rights media partnership, engaging Vice to help galvanise an audience beyond Amnesty's
own channels. The partnership centered on driving support for 10 human rights abuse cases
around the world, in the form of written letters, emails and actions on social media. The
campaign resulted in Amnesty's website recording its highest-ever number of digital actions,
and developments in four of the 10 Amnesty cases featured within the campaign.

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