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We should be chasing altruism, not awards

December 06, 2021

"Judging the DMAs is always an enjoyable experience. Not only do you get to see all the great work from the year, but the awards ceremony in December tends to feel like the start of the festive season – ‘tis the season of goodwill and all that.

With those warm festive feels in mind, one thing that stood out though was the decline in entries focused on measurement – particularly for work in the third sector. We’ve seen some excellent creativity in this category in recent years, including Uncommon’s campaign for ITV during Mental Health week, #StillSpeakingUp and smaller budget pieces such as MRM’s greetings cards for pregnancy loss. But these examples aside, it feels like this kind of work still needs to be held to the same standards as commercial work and not just virtue signaling for the sake of awards.

How many creatives ask themselves why they get involved in this sector and what reason they have to be there? To be authentically creative in this field, we must be sure we’re not being motivated by the chase for accolades. And that purpose-led work shifts the needle to improve coverage and knowledge around organizations so that they’re the ones that benefit."

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