Purpose Awards EMEA 2021: Best use of Celebrity and/or Influencers

WINNER: Fabric of the Community by W Communications and partner agency Brothers & Sisters for Grenfell Athletic FC.

Purpose Awards EMEA 2021: Best use of Celebrity and/or Influencers

Grenfell Athletic is an amateur Sunday League side that was founded in the wake of the
devastating 2017 Grenfell Tower Fire, which killed 72 people, as a way of healing the
community. It wanted to launch its kit in a way that would be instantly identifiable by the
public and which could transcend social media, expressing the story of Grenfell Athletic
in a sensitive way. The sale of the shirts would also provide financial support for the team.

The club shirt became an emblem that positivity will always overcome adversity. Designed
alongside the local Grenfell community for authenticity, the shirts contained nuanced details
that referenced the tragedy without being the sole focus. The campaign's concept was to
seed 72 Grenfell Athletic shirts to 72 influential individuals in considerate reference to those
who lost their lives in the fire. These individuals needed to represent the immediate local
community and had to have either a direct connection to Grenfell, have shown previous
public support, or demonstrated holistic shared values about the healing power of sport.

They came from the worlds of football, music and culture, featuring England stars Harry
Kane and Raheem Sterling and musicians AJ Tracey, Wretch 32, Anne-Marie, Mabel, Noel
Gallagher and Damon Albarn, among others. These celebrities and influencers started to
post across social media using the #fabricofthecommunity hashtag and in-house assets
including AR Instagram filters, which helped bring the kit's unique detailing to life.

The shirts sold out, the football club attracted thousands of followers in 24 hours and there
was extensive media coverage of the shirt's release and the social posts of the 'chosen 72'.


Highly Commended

The Originals by Golin and VCCP for Cadbury

In 2020, Cadbury partnered with charity, Age UK, to help combat elderly loneliness,
launching the 'Donate your words' campaign to call on Britons to 'donate their words' to old
people by starting a conversation with an older person in their community. With
Covid threatening to worsen the loneliness issue, 'Donate your words' supported older
people at a time when they needed it most. The campaign featured a podcast from Captain
Sir Tom Moore, who became the UK's oldest podcast host. In his podcast series, 'The
Originals', he connected with a range of elderly people suffering from loneliness, unlocking
their amazing stories and inspiring others to start a conversation in their own lives.


Highly Commended

Our One Home by Weber Shandwick for Fauna & Flora International

NGO Fauna & Flora International (FFI) wanted to change the way conservation is funded and call on governments and businesses to commit significant funds to nature conservation worldwide. It needed to mobilise the public, conservation groups and key influencers alike, to amplify the call on policymakers to act. Its media strategy featured high-profile support from FFI vice-presidents Sir David Attenborough, Dame Judi Dench and Stephen Fry, as well as social support from dozens of new high-profile stakeholders, including Leonardo DiCaprio, Stella McCartney, UK naturalist, author and television presenter Chris Packham and UK television presenter Dan Snow.



BT Stand Out Skills by Pitch Marketing Group for BT

Feed NHS by Talker Tailor Trouble Maker for Leon

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in