Top 10 Campaigns for Change in 2025

The time is here – the Christmas lights are up, out of office auto-replies are on, and 2026 predictions are flying around LinkedIn and newsletters in-between Spotify-wrapped graphics.

As we prepare for some well-deserved holiday hibernation, we like to look back at the year just passed and how the impact space is moving forward.

From NGOs continuously amplifying their missions and sustainable businesses using creative initiatives to push through the noise, to legacy brands finally putting in the effort to inspire change, the communications landscape is ever-evolving, and 2025 has truly been a ride! 

Inspired by the impact and creativity we have seen throughout the year, which truly shows the potential of using our expertise for good, we have summarised the Dante puffinry’s favourite campaigns for change from 2025. 

As we prepare for some well-deserved holiday hibernation, we like to look back at the year just passed and how the impact space is moving forward.

When looking at different content that resonates, from billboards to social posts, we always look for creativity, brand alignment and authenticity. Our list of favourite impact moments from 2025 isn’t exclusive to NGOs and companies whose entire mission is based around sustainability, but rather on the intent behind the initiative, creative idea and execution. With this approach, we have considered a variety of organisations, filtered out any type of “-washing” as best we can and ended up with a list of 10 really strong initiatives, be they OOH, digital, social or all three. 

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Samuel L Jackson x Vattenfall
Agency: NORD DDB

In this campaign by European energy company Vattenfall, Samuel L Jackson takes a break from our movie screens and instead helps challenge outdated perceptions of wind farms. In the ad, delivered with his classic, curse-studded tone, he is seen snacking on a limited-edition seaweed snack, produced as part of the WIN@sea, which explores how wind turbines can support marine biodiversity and sustainable food production. Not only is this ad attention-grabbing for its seemingly off-brand vibe for Sam, it is also a great way to engage a wider audience in sustainability questions. Big win!

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The Guardian against censorship
Agency: Lucky Generals‍

In this 4-week campaign across NYC subway, billboards, US podcasts, and the Guardian’s own channels, the news organisation makes a strong statement on their position within the US news landscape.
It takes inspiration from the Guardian’s award-winning campaign “Points of view” from 1986, highlighting the need for “the whole picture” without bias and prejudice. In the current political climate, this message doesn’t go unnoticed and it’s a great move from the Guardian! 

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The buffer by The Alzheimer’s Foundation
Agency: Kid 

In an awareness campaign by the Swedish Alzheimer’s Fund (Alzheimerfonden), their creative partner Kid utilised the well-known buffer symbol, seen across all digital devices and online channels, to signal the devastating impacts of memory loss. This initiative serves to highlight that 160,000 people in Sweden live with some form of dementia, a number expected to double by 2050, and there is still no cure. 

By using something so familiar to the generations who “live” on the internet, the campaign hits an emotional nerve for many, inspiring action. Heartbreaking, but very effective. 

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Simpson’s Santa’s Little Helper supports greyhounds
Agency: Special 

Following the announcement that Greyhound racing in New Zealand will end in August 2026, over 2,000 retired greyhounds are in need of homes. For the second phase of a nationwide campaign to reframe the role of Greyhounds in New Zealand society, and in perfect time for Christmas, none other than the iconic Simpsons stepped in. 

Using scenes featuring Santa’s Little Helper, the greyhound adopted by the Simpsons on Christmas Eve, the campaign shows all the reasons greyhounds make perfect pets, dispelling myths and encouraging adoptions. We truly can’t think of a better partner for this cause! 

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‍WWF and the email that never found them
Own social channels

In a simple yet so effective social media post, WWF bring back perspective to causes that really matter. In a series of imagery of wildlife that needs to be protected, they effectively used text overlays of day-to-day office speak, contrasting the usual office days of their LinkedIn audience with the innocence of wild animals. It really shows that you don’t always need elaborate copy and long posts to make a point.

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‍Lush for trans rights
Partners: TransActual and My Genderation ‍

Running in all UK stores in the spring of 2025, this campaign features vibrant eye-catching window displays, free 24-page booklets, in-store signage and Liberation bath bombs to raise money for partner groups. It counters negative media representation and comes as a response to an increase in hate crimes against trans people and the lack of access for trans people to vital healthcare.
Coinciding with this campaign, Lush introduced a Gender Affirming Care policy for employees as part of their commitment to creating an inclusive and diverse work environment. 

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D*cks and B*lls and microplastics
Agency: Worth your while

In a campaign titled Are You Packing Microplastics?, NGO Plastic Change encourages the audience to Think with your d*cks to save your b*lls when it comes to microplastics. Mimicking the classic CK style with abs and boxers on display in black and white, this campaign features warnings instead of logos on the boxer waistbands.“Studies show microplastics exist in 80% of penile and testicular tissue samples and 100% of semen samples, linked to declining fertility” doesn’t sound very sexy, and this provocative campaign displayed in Geneva and Denmark during the UN Global Plastics Treaty talks really sent a message to the attendees and general public alike.

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UK Paternity Leave is a “Mother F**ker”
Partners: The Dad Shift and Pregnant Then Screwed

Non-profit Pregnant Then Screwed joined forces with the campaigning group, The Dad Shift, to highlight the lack of support for new parents in the UK, especially focusing on paternity leave. While recovery from C-section is advised to last at least 6 weeks, statutory paternity leave in the UK only calls for 2 weeks, leaving many women alone to care for newborns, whilst recovering from major surgery.
Supported by photographs of women who recently had c-sections, and a UGC content campaign, bright yellow billboards were launched across London and Edinburgh, labelling the police “a mother f*cker”. While the campaign might seem shocking, it only highlights words already said amongst parents at the playgrounds and in WhatsApp groups, and the sentiment is not new. Way to make a statement! Great work from Gemma Phillips (CD at Pregnant Then Screwed) and team. 

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Think twice before Sharenting
Agency: Core Creative/Spark Foundry

In a recent campaign, titled “Pause before you post”, by the Data Protection Commission in Ireland, focus is put on child safety and the dangers of Sharenting — parents oversharing about their children online. 

Originally filmed in Irish and later dubbed into French for the French Data Protection Authority, the ad uses simple techniques to convey a strong, harrowing message, leaving even those of us without children worried! Shared across TV, Cinema and social media, it aims to reach all parents of children under 18.

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Came with receipts: Britain’s £3.2bn ethnicity pay gap
Agency: Worth Your While‍

This summer, People Like Us handed Britain a supersized OOH receipt, detailing just how prominent the ethnicity pay gap is. The campaign comes as data revealed Black, Asian and ethnic minority workers are collectively short-changed £3.2bn a year compared to white colleagues doing the same role. 

The OOH billboard was accompanied by a Receipt Generator (built with Planes Studio), allowing anyone to print a receipt for earnings lost due to the pay gap. Big statement and interactive — big win in our books! 

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Phew, it’s been one creative year! Let’s see what 2026 brings.