In 2020, Dom approached the PM Society with an idea: a competition to challenge healthcare agencies to answer a creative challenge that would benefit a charity. The idea was borne out of the frustration of seeing so many pro bono entries in competitions where the creative was phenomenal but the link to tangible benefit to the charity/institution was not clear. How could we harness the great work that the agencies produce AND drive meaningful results for a chosen charity?
The process is as follows: an agency is chosen by the PM Society; a challenge is devised with the chosen charity (typically, either raising funds or raising awareness); the challenge is briefed in to all agencies who have expressed an interest to get involved; proposals are then devised and submitted by the agencies; a shortlist of proposals is selected by the charity (with the help of the Creativity For Good team); and then a series of pitches is held for those shortlisted agencies. The winning pitch is then brought to life as a campaign and the results of that campaign are shared by the PM Society. The winning agency wins the Creativity For Good award which is presented at the PM Society Awards in March.
The Creativity For Good initiative was launched in 2021 and has grown from strength to strength with more agencies wanting to take part each year (there were 21 agencies in 2024 who attended the briefing session). Daniel Lewi, leader of the CATS Foundation, had some great words to share on Creativity For Good 2023 and working with the winning agencies:
“We were given this fantastic opportunity through being selected as the charity chosen as part of the Creativity for Good campaign that the PM Society has been running for the last few years. We were fortunate to have an amazing campaign developed for us by Verve and Four Health called “Test for Tay-Sachs” which has a focus to speed up diagnosis.”