As the year comes to a close, we’ve been reflecting on the many moments where charity communicators rose to the challenge. Even in a year that has tested the sector in countless ways, communicators have continued to deliver impactful, creative and human-led campaigns.
In that spirit, our team have each chosen a campaign that inspired them in 2025.
This is not a drill by CALM
I’m always impressed by the work of CALM to bring mental health conversations into the light, from their missed birthdays campaign, celebrity collaborations to their stay stories. While the mental health cause is not a niche one, the charity communicates about it in such a unique way.
I really like how their ‘This is not a drill’ campaign from this year, in collaboration with many talented creatives, is cutting through and asking young people if they are really listening to their mates. Young people are statistically the least likely to reach out for help according to research, subverting the assumptions that Gen Z are talking more about their feelings.
Bringing their guidance to life with a blend of drill music, lyrical mastery and comedy, the video series has everything I love about strong creative: clever without being smug, sharp but simple, and impossible to ignore.
Simon Gunning, CEO of CALM, describes it as “therapy by stealth” and a brilliant and practical way to “show the dos and don’ts of really being there for a mate”. What makes this even more wonderful is the idea came through a competition, showing the power of community to influence change.
Tillie Corlett, Communications and engagement manager
Reuse Revolution by British Heart Foundation
Effective use of data is a great starting point for any campaign, and the British Heart Foundation’s ‘Reuse Revolution’ campaign used statistics around how people are shopping to build even more momentum for pre-loved items, upcycling and donating.
I also really loved the localisation of including specific items that are most popular in certain areas, such as shoes in Southampton or comics in Bristol. Feeling like part of something is a huge motivator for taking action and framing a campaign around a “revolutionary” movement of its time really works in this sense as well.
Ultimately, the sense of saving money as well as contributing to an amazing cause makes this campaign really practical as well as data-driven. Including up-to-date statistical data highlights the “why” as well as the “how” about the benefits of shopping and donating to the British Heart Foundation.
Sarah Clarke, Head of membership and insight
Wonderful things start at the library by Libraries Connected Northwest
One of my happiest jobs was working for the library service in Southeast London. Our beautiful library was a warm and welcoming space for the whole community, which is why the campaign “Wonderful things start at the library”, caught my eye.
Working with library services in the Northwest, Creative Concern created stories about some of the wonderful things that might start from a trip to the library – from starting a small business or exploring a new passion, to gaining digital skills or reading the latest book release. What I love most was the campaign ethos – that everyone belongs at their local library; they are free and open to all.
Adeela Warley, CEO
Out of sight vision rehabilitation campaign by RNIB
My top pick for a successful campaign in 2025 is the RNIB’s persistent push for urgent action on vision rehabilitation services, often framed around their ‘Life on Pause’ report.
Building on earlier research that highlighted severe local authority failings, the 2025 campaign maintained pressure on the government and regional bodies to end the crisis where thousands of newly diagnosed blind and partially sighted people wait a year or more for essential support.
The success of the campaign lies not in a single big win, but in its strategic influence. It has been instrumental in the sector’s collective effort that led to the government ultimately stepping back from significant cuts and tightening of the Personal Independence Payment (PIP) eligibility in the Autumn Budget 2025.
RNIB’s consistent, evidence-based campaigning on the need for support, not just benefits, has created positive, sustained public and political pressure, forcing a crucial policy climbdown and securing a commitment to a review that involves disabled people. This is a model of practical, long-term advocacy work achieving significant, positive outcomes.
Mark Maddison, Membership officer
The monster who came to tea by Women’s Aid
Domestic abuse affects millions of women and children across the UK every year. Women’s Aid brought attention to this issue with ‘The monster who came to tea’, a campaign that uses the lens of a children’s story to make the invisible visible.
As Farah Nazeer, Chief Executive at Women’s Aid says, it’s “not a story anyone would choose to read to their children, but sadly for many, this tale is not fiction.”
By reimagining a familiar bedtime story, the campaign highlights the presence of abuse in what should be a safe home, urging greater recognition and funding for specialist domestic abuse services for both women and children.
A great campaign is both memorable and impactful, and this campaign does just that with its bold, creative storytelling that combines animation and live-action. Amplified across social, outdoor, cinema, and school channels – and tied to an open letter to the Prime Minister – the campaign not only raised awareness but also encouraged audiences to take meaningful action.
Ciara Scullion, Senior comms and engagement officer
These are just a few of the campaigns that stood out to us this year, among the many examples of outstanding comms crafted by talented teams across the sector.
As the membership organisation for communicators working in and with charities, we remain incredibly proud to stand alongside you – supporting your work, championing the value of comms, and celebrating your successes. 2025 has been a year of resilience and brilliance in equal measure, and we know the year ahead will bring many more comms stories worth celebrating.
If you enjoyed this, you can find even more charity comms inspiration by rewatching our Inspiring Communicator Awards ceremony, or by joining us at our upcoming social media event on 16 January for a showcase of standout campaigns.
For now, we wish you a restful and well-earned festive break. We’ll be back from 7 January to share all things charity comms related.
