Award-winning charity campaigns: the power of creativity with purpose
We are proud to share that our 2024 Christmas campaign, ‘Inequality Street’, won both ‘Consumer Campaign - Low Budget’ and ‘Non-for-Profit and Charity Campaign’ at the PRCA UK Awards 2025.
Our award-winning ‘Inequality Street’ campaign – delivered in partnership with SHOOK creative agency and Birmingham-based homelessness charity SIFA Fireside - transformed a festive tradition into a bold, thought-provoking initiative that raised awareness of homelessness during the season of giving.
Putting people at the centre of our campaigns
The concept of our ‘Inequality Street’ campaign is centred around using an iconic Christmas chocolate brand to kickstart an educational campaign about the daily issues faced by those experiencing homelessness.
We tapped into the brand recognition and opted for a play on words where we gave each festive chocolate a twist. One example, the Caramel Whirl, represents how many people can become stuck in a revolving door of precarious housing due to limited options like HMOs and shelters, meaning finding a safe, permanent home is anything but easy.
At Leopard Co, we do marketing that thinks like people do; employing behavioural science to design marketing campaigns that drive real-world action.
Leopard Co co-founders, Rachel Roberts and Anthony Tattum, commented: “Winning these awards for Inequality Street is an incredible honour because it reflects what Leopard Co stands for – creativity with purpose, powered by behavioural science. Every member of our full-service team played a part, from strategy and design to press outreach and even packing chocolate boxes.
To see it recognised on a national stage is a proud moment for our team and SIFA Fireside who made it possible. We believe that when you combine bold ideas with local heart, you can create change that truly matters.”
'Tis the season
This project was about showcasing the power of creativity with purpose, and amplifying voices that too often go unheard. To see it recognised like this, and to know it’s reached and resonated with so many people, means the world to us.
Our Christmas campaign this year is in collaboration with Birmingham Dogs Home, where we’ll be hosting a magical Christmas feast for the shelter’s resident dogs – a ‘Festive Feast.’ We’re asking people to get involved in any way they can, find out how you can help here.
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