Public awareness campaigns play a crucial role in informing audiences, sparking conversation, and driving change. The Best Public Awareness Campaign category recognises initiatives that have successfully brought key issues to the forefront and engaged audiences effectively.
The shortlisted campaigns illustrate a diverse range of approaches:
British Association for Counselling & Psychotherapy (BACP)
BACP’s Burst the Self-Doubt campaign, developed with 23Red, highlighted the role of therapy in supporting women with low self-esteem. Centred on an interactive art installation at Battersea Power Station, it invited participants to physically “burst” negative thoughts and uncover messages of empowerment. Amplified through case studies, member voices, and wide media coverage, the campaign reached over 114 million people, secured more than 40 media features, and deepened public understanding of counselling.
With strong member engagement and clear messaging, the initiative reinforced BACP’s profile and encouraged more women to seek support when facing self-doubt.
Builders Merchants Federation
The BMF’s Building Materials Careers campaign addressed the sector’s skills shortage with a bold new brand, Make a Material Difference, and the launch of bmcareers.com. This central hub showcased real-life career stories, employer profiles, and clear pathways into the industry. Backed by digital advertising, PR, schools outreach, and member-led promotion, the campaign delivered millions of impressions, hundreds of employer sign-ups, and tangible recruitment leads.
With strong collaboration across the membership, the initiative represents a long-term commitment to tackling workforce challenges and raising the profile of careers in the building materials sector.
Railway Industry Association
RIA’s A Spark of Genius campaign placed railway decarbonisation firmly on the national agenda. Using clear storytelling and robust technical analysis, it introduced the “plan of thirds” as a pragmatic pathway to a net-zero railway by 2050. Despite modest resources, the campaign achieved widespread media coverage, gained ministerial recognition, and positioned RIA as a leading voice in the decarbonisation debate.
By combining member expertise with creative communications, the initiative not only sparked political consideration but also inspired long-term thinking about rail’s contribution to a sustainable future.
Royal College of Occupational Therapists
RCOT’s The Power of OT campaign elevated Occupational Therapy Week into a nationwide platform for advocacy and awareness. Through toolkits, workshops, and confidence-building cafés, members were empowered to champion occupational therapy in their communities, while political engagement and media storytelling amplified the message. Supporters from across health and social care added their voices, helping to demonstrate OT’s vital role.
The campaign drove measurable behaviour change, boosted professional confidence, and achieved political recognition, showing the power of a member-led movement to influence both public understanding and policy priorities.
Royal College of Paediatrics and Child Health
The RCPCH’s campaign on youth vaping transformed a growing concern into a prominent national issue. With clear, evidence-based messaging and the trusted voices of paediatricians, the initiative achieved widespread media coverage, parliamentary attention, and cross-party support. RCPCH experts gave evidence at government hearings, advised on legislation, and worked alongside allied organisations to amplify the message.
By combining clinical insight with young people’s voices, the campaign both raised public awareness and influenced policy, securing stronger protections for children and reinforcing the College’s role as a leading advocate for child health.
STEP
STEP’s Spot the Signs campaign tackled the hidden issue of financial abuse of older and vulnerable people. Using behaviour-change psychology and member expertise, the campaign adopted warm, empowering messaging to help carers and families recognise abuse and understand the responsible use of Lasting Powers of Attorney. Delivered through a digital-led approach supported by global partners, it achieved 1.2 million impressions, widespread media coverage, and strong member engagement worldwide.
By raising awareness with clarity and positivity, the initiative equipped people to take practical action and contributed to greater protection for vulnerable individuals.
A huge thank you to our judging panel, who had the difficult task of selecting finalists from such an impressive pool of submissions. Each shortlisted campaign shows how awareness initiatives can inform, inspire, and drive meaningful impact.
The Memcom Excellence Awards Ceremony will take place on Thursday 25 September at the Royal Lancaster London.
Tickets are now available book now to celebrate with us in style.
