Award-winning brand experience agency, N2O, is delivering a two-week tour of the nation where consumers can nominate local heroes.

Launched in Southampton on June 6^th, the experiential campaign invites the public to nominate their local heroes via written messages at a bespoke, interactive stand. The activation will visit key cities, including Edinburgh, Birmingham, Belfast, Liverpool, and Cardiff, before returning to Southampton.

The activation will amplify P&O Cruises partnership with the Pride of Britain Awards, reinforcing the brand’s purpose-led positioning and celebrating a decade of Britannia. It also marks a strategic milestone in P&O Cruises- partnership of both the Pride of Britain and Pride of Scotland Awards, bringing the campaign off-screen and into communities through meaningful, brand-aligned engagement.

“We’re proud to support P&O Cruises in shining a spotlight on everyday heroes through this powerful, nationwide experience,” said James Brine, Account Director at N2O. “By bringing the Pride of Britain Awards into communities around the UK, we’re giving people a chance to celebrate the extraordinary acts of kindness and courage that often go unseen—and creating truly memorable moments in the process.”

P&O Cruises vice president of sales, marketing and brand Rob Scott said, “Celebrating remarkable people is at the heart of our partnership with the Pride of Britain Awards. Through this UK-wide tour, we’re thrilled to bring that spirit to life in communities across the country, honouring everyday heroes and inviting the public to share the stories that truly inspire us.”

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Multi-award-winning creative brand experience agency N2O is entering its second year as experiential partner working with Pride in London (The UK’s largest Pride event), as Westminster City Council grants the rights to experiential spaces for this year’s celebrations for the first time ever.

There will be 13 experiential spaces for brands to stand proud in front of an audience of 1.7 million (Nielsen, 2024) at landmarks, including Trafalgar Square, Soho Square, Leicester Square, Golden Square, and Victoria Embankment.

This massive opportunity for brands is set against the backdrop of London’s current bid to host World Pride in 2030. All eyes will be on the capital for 2025 before the decision for the host city is made.

Jack Horlock, Cultural Partnerships Director at N2O, comments: “Pride in London is the year’s most aspirational event, surpassing Glastonbury, BST, and the London Marathon in brand perception. Brands’ presence demonstrates meaningful allyship while reaching a highly engaged audience. It’s a really massive opportunity. We’re also delighted to share that every package we sell for Pride in London this year will see a 10% donation to the Pride in London Unity Fund.”

Interested in securing a spot at Pride in London or Brighton Pride 2025? Get in touch with N2O at jack.horlock@n2o.co.uk to find out how your brand can take part in this historic moment.

Want to learn more about how brands can authentically engage with Pride? Read our full article, Beyond the Rainbow: Growing Your Brand with Pride, featuring exclusive insights from Pride in London’s Dee Llewelyn and N2O’s Clare James.

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At Broccoli we’re delighted to re-join the IPM. As an integrated agency with its roots in promotions, we believe marketing should involve, connect and entertain. Too much of what’s out there is patronising or bland, catch-all corporate wallpaper.

We value straightforwardness and direct communication with clients and partners.

We also value our local community. This is why this year we’re continuing to support The Priory Racing Team in the Greenpower Challenge after a successful 2022 campaign.

Greenpower Education Trust (www.greenpower.co.uk) is a UK-based charity that gets young people into science and engineering by challenging them to design, build and race an electric car.

It’s an incredibly competitive race series and Broccoli wishes the team from local secondary school The Priory, success at their first race at Goodwood on 30 April.

We’re proud to be contributing to the education of local children and to be supporting a programme to build a more sustainable future.

Photo credit: Jake Osborne / Spacesuit Media

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We continue with our showcase of incredible campaigns carried out by members of our IPM community through the Covid pandemic period. These cases were selected by our panel of judges as having used creativity or incredible management skills to support the Covid cause or to overcome the problems created by it.

Here we feature Work Perk, who demonstrate the power of sampling within a case related focus.

Moments of happiness in the toughest of times

Maddi Graham, General Manager, The Work Perk

Campaign Video Watch

Employee rewards and sampling specialists The Work Perk, know more than most the benefit and effectiveness of product sampling. In this case study they demonstrate real creativity in bringing their operational expertise to the aid of critical workers within the NHS and other frontline organisations.

Faced with difficulties in maintaining normal sampling distribution techniques The Work Perk inspirationally directed all its sampling campaigns towards supporting critical workers. With a staggering total of almost 4 million samples from the likes of Kenco, Cadbury, Cif, Heinz and more, which were specifically targeted to appropriate sectors, The Work Perk showed how existing resources could bring moments of happiness to critical workers both in the UK across the globe, at a time when they needed it most.

Judges’ quote

“The Work Perk were flexible and nimble in adapting their core services to effectively leverage their

pandemic‐driven campaign through a multiplicity of channels, underpinned by a digital hub and

upscale it through the power of big brand support around a worthy cause.”

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In the first of our 6 featured cases from campaigns carried out through the Covid pandemic we have this example that we think showcases our industry’s specialism and creativity in overcoming very difficult circumstance.

All of the 6 case studies were selected by a panel of judges from a much wider pool of impressive work carried out by IPM member organisations and this week we are featuring this submission from TLC.

One Million Meals

Campaign Managers

Rob Scott, Group Creative Director, TLC Marketing Ltd

Client name,  OMM

Feeding frontline workers for free

Campaign Video

One Million Meals (OMM) was the creation of an entrepreneur who wanted to tackle two of the highest profile aspects the Covid 19 pandemic in one solution. Support and feed our frontline hero’s – Keep our catering industry alive. Through the creation of www.onemilliommeals.uk donors were able to donate at various levels and the proceeds were used entirely to supply frontline staff with wholesome hot food created from local restaurant / catering organisations. A truly fantastic concept but as with many philanthropic endeavours in a not-for-profit enterprise they lacked the media exposure to get the traction needed to be successful.

OMM engaged TLC’s creative department who used design, creativity and its media contacts to achieve valuable cut through at a time when every other charitable cause was trying to do the same. Donating their time for free, TLC breathed new life into the logo and secured over £100,000 of free media, including celebrity endorsements from David Beckham and Amir Khan. The campaign was recognised by the Prime Minister Boris Johnson who sent a personal message of thanks to the founders. How they managed to get the Proclaimers to agree to the re-wording of “500 miles” is just one fantastic example of their boundless energy and resourcefulness.

Judges’ quote

“While, by their own admission OMM was “late to the party” you can’t deny the impressive list of media‐friendly names who endorsed the activity and the positive intent behind it.”

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Ten Feet Tall, the ‘impact marketing’ agency, has been chosen by Wall’s Pastry, the UK’s leading sausage roll brand, to create, design and deliver an 8 week on-pack promotion in partnership with SportsAid, the charity which supports the next generation of up and coming GB sports athletes.

Launching on June 14th and running through the summer until August 8th, the promotion will enable participating customers to go online not only to trigger an instant 50p donation from Wall’s Pastry to SportsAid to help fund 25 potential GB sports stars but also to enter a prize draw to win 1 of 8 ‘money-can’t-buy’ experiences for two people in the form of an exclusive VIP GB Sports tour of the Queen Elizabeth Olympic Park.

Hosted by diving silver medallist Leon Taylor, this will be an action-packed day of a lifetime, with behind-the-scenes access to the entire site, taking part in a diving experience at the Aquatic Centre, touring the Olympic Velodrome with VIP access to the Six Day London cycling event, enjoying lunch at the top of the iconic ArcelorMittal Orbit – plus meet and greets with the Olympian and Paralympian stars of GB Sport.

Mike Holton, Brand Marketing Manager at Wall’s Pastry, said: “We are delighted to be working with Ten Feet Tall on our latest on-pack promotion. GB sports athletes have been incredibly resilient over the past 15 months and they’re finally starting to be able to train and compete, so this partnership with SportsAid will allow us to support our young athletes between the ages of 12 to 18 with much-needed and well-deserved funding to cover training and competition costs at the start of their careers.”

Ten Feet Tall MD Ed Hughes adds, “SportsAid is the UK’s leading charity for young athletes and has done some fantastic work over the years to help them achieve their ambitions. So as the world starts to return to some form of normality and we all look forward to a fantastic summer of sport, this was the perfect fit for an on-pack promotion with the brand that every sports lover associates with deliciously tasty fridge essentials that fuel those all-important half-time moments!”

SportsAid CEO Tim Lawler comments, “We’re really excited to be involved in the on-pack promotion with Wall’s Pastry. What a great way to kick off a return to sport and competition after the restrictions of the pandemic. SportsAid is part of the fabric of British sport – recognising and helping an emerging generation of talented young sports people to develop their potential and reach for their personal best. Through this promotion, Wall’s Pastry are creating the opportunity for anyone to play their part in helping the next generation and perhaps win some amazing experiences in the process. Watch out for the promotional packs and get involved!”

The on-pack promotion will be available in leading grocery and convenience stores across the UK, throughout the summer, and the prizes are redeemable by visiting here.

For more information about Wall’s Pastry or the on-pack promotion, please see here.

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The Big Issue (TBI) has launched SVOD channel The Big Issue TV in partnership with Alchimie as its latest innovation in a year of seismic digital change for the social change organisation.

The organisation is capitalising on the fast-growing SVOD market which is seeing a huge uptick in consumers wanting to subscribe directly to premium content that appeals to their interests and resonates with their outlook

TBI TV, will showcase documentary films that are challenging, provocative and vital viewing.

From the environment and politics to social activism, finance, culture, health and technology, the range of subject matter mirrors The Big Issue magazine’s focus on the key stories that shape the world.

All the films have been hand-picked by TBI’s editorial team from Alchimie’s library, one of Europe’s largest libraries of premium programming and are ready to view when and where viewers want, with hours of new content added each month. For a cost of just £3.99 per month, subscribers will have access to a raft of brilliant, thought-provoking documentaries.

“We’re delighted to partner with this fantastic media brand to bring TBI TV to life. Our partnership not only provides TBI TV with a vast pipeline of premium documentaries to choose from and direct management of the channel, but Alchimie Studio provides the editorial team with the ability to create original and exclusive content, animations and highlights –  creating a truly bespoke SVOD channel for TBI TV with unlimited opportunity for creativity and expression. Finally, Alchimie’s technology and distribution network work together to deliver a new revenue stream for the organization, without compromising its brand values.” Said Barry Llewellyn, Managing Director, Alchimie UK

One of the opening offerings on TBI TV will include The Climate Change Cover-Up, which reveals the scandalous suppression of information about the impact of fossil fuels on the planet, right up to the Trump White House era, while A Revolution in Four Seasons charts two women on opposing sides of a battle for the democratic future of Tunisia – the country that sparked the Arab Spring. Fight Hate With Love follows a former prisoner’s battle to prevent children from following in his footsteps.

TBI TV is the latest exciting development in a year of innovation for The Big Issue. In the last 12 months, TBI had to rebuild and recreate the business model almost overnight when the Covid-19 outbreak forced vendors off the street during the first lockdown.

Russell Blackman, MD for The Big Issue, says: “Covid changed everything for The Big Issue and our vendors. The launch of TBI TV is yet another way in which we are adapting and innovating in an ever-changing landscape to grow our reach, influence and impact in order to support some of the most vulnerable people in our society.

“As part of our commitment to digital growth, TBI TV will build a new audience, raise awareness of issues that matter, and inspire viewers to take action. The greater the awareness we can generate, the greater the impact we can have on people and the planet.

“It will also help drive alternative sources of income to The Big Issue that will allow us to continue to provide the essential services and support to vendors, which they desperately need.”

The Big Issue has supported more than 2,000 vendors during the Covid-19 crisis, making payments of almost one million pounds to help them with accommodation, food, bills, connectivity and so much more, as well as maintaining contact with vendors during the difficult months when they were unable to sell the magazine and interact with their customers and local communities.

More than 500 vendors across the UK have signed up to TBI’s new online subscription page, meaning customers can buy the magazine directly from them even while they are off the street. TBI also released a podcast, The Big Miss You, which explored stories of connection between vendors and customers during the lockdown. And the organisation’s digital edition, The Big Issue app and website have been launched, overhauled or re-energised. February 2021 was the website’s busiest month on record.

In addition, TBI has been able to create new products such as a vendor app, to improve digital inclusion for vendors who are frequently amongst the most digitally excluded in Britain.

To subscribe for the introductory rate of £3.99 per month, visit www.thebigissue.tv.

With Big Issue vendors still unable to sell, you can support The Big Issue’s 100 Days of Action Appeal by buying a subscription from your vendor or by subscribing online at bigissue.com/support.

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Amidst many consumer challenges over Free School Meals, Hovis^® Best of Both^® has committed to increasing its support for families living in food poverty by donating an additional 250,000 loaves. This is enough bread to make an additional 2.5 million sandwiches in 2021 on top of the annual donation of 250,000 loaves from the brand. The bread is being donated in partnership with the charity FareShare, the UK’s longest-running food redistribution charity, which, along with Hovis, also supports the Marcus Rashford Child Food Poverty Taskforce. In 2020, Hovis donated 250,000 loaves from across their range – providing enough slices for 2.5m sandwiches to those families living in food poverty.

Not only has Hovis committed to increasing its bread donations to create 2.5 million additional sandwiches in 2021, but it has also promised that its donations will be of Best of Both, one of its longest-standing product ranges that have just re-launched with a new recipe. The new Best of Both is rich in Vitamin D which helps to support the immune system1.

Health and immunity remain at the front of minds and the benefits of Vitamin D are believed to be even wider than just maintaining bone and muscle health and helping the normal function of immune systems. As such, Public Health England (PHE) has set out a recommended daily intake for Vitamin D1 of 10 micrograms.

Hovis Best of Both is rich in Vitamin D, which helps to support the immune system1, a source of fibre and protein, rich in calcium to maintain normal teeth and bones and is also low in fat and sugar. Just two slices of this new and delicious loaf contain at least a third of your daily recommended Vitamin D and calcium intakes.

Nina Shanahan, Head of Marketing, said “With the figures for child food poverty increasing, we’re committed to continuing the work we are doing with FareShare and the Taskforce to tackle food poverty. We are pleased to increase our support not only to provide tasty bread but to provide more bread that has nutritional ingredients such as Vitamin D.”

Marcus Rashford MBE said “Hovis’ commitment to supporting those children most affected by hunger is the reason I invited them to join the Child Food Poverty Taskforce. The active steps Hovis has taken to help cover deficits with great quality product is brilliant and I can’t thank them enough. The inclusion of Vitamin D into the product also guarantees children are getting the vital nutrients they need.”

Lindsay Boswell, CEO FareShare, said: “Huge thanks must go to Hovis who have stepped up to support vulnerable communities across the country with bread, at a really challenging time. This donation is very welcome and FareShare will be distributing these loaves to the many thousands of charities across the UK that remain open to provide a lifeline to those most vulnerable communities throughout 2021.”

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Pressure group FreedomToDonate, publishing giant UNILAD and creative agency ELVIS today welcomed the UK Government’s announcement accepting their calls for an individualised risk-based blood donation policy – the most forward-thinking policy for gay and bisexual men in the world.

FreedomToDonate has been campaigning for a fair and equal blood donation system for men who sleep with men (MSM) for almost six years, and it worked with UNILAD, part of LADbible Group, to launch the consumer-facing #Bloodwithoutbias campaign in partnership with ELVIS in November last year.

As part of the campaign, UNILAD, FreedomToDonate and ELVIS launched “The Illegal Blood Bank” – the world’s first blood donation clinic for gay and bisexual men, with the aim of demonstrating that by bringing in an individualised risk-based policy, you can increase safe blood donations.

The blood bank gave MSM men the opportunity to donate their blood for the first time in their lives. In the one day the bank was open, FreedomToDonate and UNILAD collected enough blood to save 78 lives. 100% of the blood donated, which was tested to the same standards as blood donated via the NHS, was deemed perfectly safe to use.

On the first day of work for the UK’s new government, UNILAD and FreedomToDonate called for change by exhibiting the real human blood they had collected in adshels outside parliament and across London.

On launch day, conversation about blood donation on social increased by 140% (Meltwater). The campaign delivered 10.8 million impressions across UNILAD platforms, and 62% of those who saw the #Bloodwithoutbias campaign content were ‘extremely in favour’ of changing the policy, vs a benchmark of 46% (control group).

Until now, gay and bisexual men have not been allowed to donate unless they’ve abstained from sex for three months. All gay and bi men were, prior to today’s announcement, treated as too risky to donate, missing out on the potential of thousands of safe donors. This will now change as all donors, regardless of sex or sexuality, will soon be able to donate unless they have had anal sex with a new person or more than one person in the previous three months.

The #Bloodwithoutbias campaign has picked up 27 creative awards since its launch last year.

Ethan Spibey, Founder, FreedomToDonate, said: “Working with UNILAD and ELVIS on this campaign, we have been able to help show the public that individual assessments could work, that millions of lives could be saved, and we could change perceptions of gay and bisexual men who want to safely donate blood. We’re proud to be able to say that this campaign helped to contribute towards the change in legislation.”

Maya Orr, Head of Marketing & Comms, LADbible Group, added: “We’re so proud of the part played by UNILAD and its audience in this drive for equality. Our audience not only engaged with and shared content resulting in nearly a million video views but over 61 thousand people signed our petition and pledged over 5000 pints of blood to help keep piling on the pressure to rectify this bias towards gay and bisexual men. Furthermore, the campaign caught the attention and drove support within the media industry itself, winning 27 awards across the year, ensuring that this outdated policy was not forgotten. This is a huge moment for the UK in ensuring more people than ever can be treated fairly when looking to donate blood, and ultimately meaning more lives can be saved.”

Tanya Brookfield, CEO, ELVIS, concluded: “It’s been an honour to support the tireless work of FreedomToDonate. This giant step forward is quite frankly the best award we could win and something we will all be eternally proud of.”

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From Saturday 10th October,  on World Homeless Day, The Big Issue (TBI) has launched a digital campaign to highlight the support that Big Issue sellers receive from the Frontline team at the organisation in a bid to help boost sales of the magazine.

The Big Issue, which offers homeless and vulnerably housed people across the UK a means by which to earn a legitimate income, took the decision to safeguard its network of sellers and the public by asking that they stop selling on streets across the whole of the UK with immediate effect on 20th March.

On Monday 6th July, Big Issue sellers returned to selling the magazine across the country. However, with footfall significantly lower on many high streets, every sale counts and support from the public is needed now, more than ever.

The campaign, called “The Big Opportunity”, developed in partnership with creative agency, Fox & Hare, seeks to shine a light on the support that Big Issue sellers receive from the team on the ground in order to pursue their ambitions and passions.

The Big Issue team of over 60 frontline staff work with sellers in the following ways:

• Connection to specialist support services, access to safe and secure accommodation, support to gain official ID which facilitates registering for many services including obtaining a bank account
• Access to The Big Issue Vendor Support Fund for tools or items sellers might need to improve their lives
• Support with money management and digital and financial inclusion
• Help with exploring career opportunities by helping sellers to recognise transferable skills, update their CVs, search and apply for jobs and with interview coaching
• Back to work programmes, including corporate vendor placements and partnerships with organisations where there may be opportunities for sellers to take on roles within the business

The campaign consists of a series of 12 success stories that show the opportunity that selling The Big Issue provides people with for a chance to change their lives and realise their ambitions. The stories will be shared across the organisation’s website and social channels for four weeks.

The first story, to be shared on Saturday 10^th October, World Homeless Day, tells the story of Big Issue seller Martin McKenzie, 39, from London. He’s now been able to earn a living outside of selling the magazine and has aspirations to expand his mobile bike repair business. Martin has been supported to obtain a passport for ID and provided him with a card reader so he can accept contactless payments. Martin has also shared his mechanical skills in The Big Issue magazine’s weekly Seller Expert column.

Martin said: “I can turn my hand to anything. I’m educating myself in electric bikes at the minute so I can have a general understanding of how the battery packs work, and the motors, and how to rechain them and so on. The bigger picture for the business is a rickshaw. The Big Issue has always led to better things for me – it’s been there to help me get back on my feet a few times now, and I’m determined to get back on my feet this time too.”

Lord John Bird, the founder of The Big Issue, said: “With city and town centres a good deal quieter than usual, it’s very tough out there at the moment for Big Issue sellers. We felt it important to show people how life-changing our support can prove to be. Not only do we provide people with a means to earn a legitimate income by selling the magazine but we work closely with each and every seller to help them on their way to pursuing ambitions that they may have.

“We ask that you please be a part of that process of giving someone The Big Opportunity they need and deserve by buying a copy of the magazine. We would encourage anyone who wants to support us who doesn’t have a local seller to support The Big Issue’s mission to help people in poverty improve their lives, by buying a subscription to the magazine.”

Ben Fox, Strategy and Planning Director at Fox & Hare, said: “Following the success of #TheBigMissYou creative campaign at the start of lockdown, Fox & Hare wanted to continue supporting The Big Issue’s mission even further by championing the huge effort that frontline staff provide in order to improve vendors lives, as well as promoting a handful of the vendors themselves who are proving that hard work pays off in the long-term.

“There are so many opportunities for vendors and it’s all possible because of their frontline staff, so we wanted to share the powerful message of the #TheBigOpportunity to encourage more vendors to join up. Now more than ever, The Big Issue needs support to keep this life-changing work moving, so we’re urging everyone to subscribe to the digital edition of the magazine and play their part too.”

To read more about Martin and the other 11 stories being shared over the next four weeks, visit www.bigissue.com/support-the-big-issue/ or follow The Big Issue on Facebook, Twitter, Instagram or LinkedIn.

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