GSK IMPACT AWARDS

The situation

The GSK IMPACT Awards, run in partnership with The King's Fund, recognise charities doing exceptional work to improve health and wellbeing in their communities. 

The brief was clear: create films to showcase the winning charities and deliver a flagship gala event to celebrate their work. But when we looked at the brief in detail, we saw a different problem underneath it.

Small charities working at the edges of society are typically underfunded, under-resourced and spending most of their energy on survival. Winning a prestigious award should open doors - to new funding, new partnerships, new visibility. 

Without the right tools to tell their story beyond the night itself, most charities walk away with a trophy and a memory rather than a lasting advantage.  The real opportunity wasn't to produce a great event. It was to give each charity something that would keep working for them long after the lights went down.

Three women sitting in a circle in a room with lockers, sunlight shining in the background, one woman smiling and the other two listening.

What we did

We created a series of short films - not about the awards, but about the charities themselves.

Each film was made in collaboration with the charity and told in their own voice. The goal was to make audiences understand, relate and empathise - not just admire. 

Crafted to work as showcase pieces at the ceremony and as legacy tools the charities could take away and use independently - for fundraising, for recruitment, for telling their story to anyone who needed to hear it.

The gala event was built around the same principle: that recognition is most powerful when it creates momentum, not just a moment.

Two women wearing hijabs and gloves are preparing food in a commercial kitchen. One woman is slicing ingredients while the other looks on attentively.
Two women are playing a card game at a classroom table, with one woman appearing to teach or explain something to the other. A man is sitting at the same table, looking down. In the background, a girl is standing near a classroom bulletin board and a globe.

The result

Year-on-year improvements across every measure that matters for an event of this kind.

Three young women smiling with their hands together in a prayer gesture, standing in an indoor space with colorful background.
Two men sitting on a concrete bench in front of a colorful graffiti wall. One man has a shaved head and is wearing a brown jacket, the other has red hair and a beard, wearing a denim jacket. A guitar case is leaning against the bench.
A diverse group of women sitting and standing together, laughing and smiling in a casual setting with framed photographs on the wall behind them.

+40% increase in virtual viewing

+1,200% increase in paid ad clicks

+165% increase in media articles

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