Gold and Silver for #Proudland Partnership

A group of smiling Proudland fundraisers holding colourful balloons.

Our four-way partnership with retailer Poundland and two other children’s charities has been recognised at Communicate magazine’s annual Corporate Engagement Awards.

The collaboration between Make-A-Wish UK, Whizz-Kidz and Tommy’s for its “Proudland” partnership aimed to change the lives of 10,000 families within three years while also promoting a culture of pride among Poundland employees. It won a joint gold award in the Most Innovative Collaboration category.

Winners of the awards, which highlight the most successful and innovative corporate partnerships, sponsorships and CSR collaborations, were announced on 17th November 2020 at the first virtual event in the ceremony’s history:

Little Freddie and Enval Ltd
Whizz-Kidz, Poundland, Make-A-Wish and Tommy's

Oxfam and Unilever

Camden Town Unlimited, Camden Collective and Transport for London
ITV, Veg Power and adam&eveDDB

Highly Commended
O2 (Telefonica UK) and YoungMinds

"Instead of working with a single charity partner, Poundland decided to support three smaller charities all working with children. The results have been remarkable. Fundraising exceeded the initial objective by a factor of three. Poundland’s internal audience engaged with the charities through the programme, thereby becoming more engaged with Poundland’s brand."

Communicate Magazine

One judge commented: “Great to see a collaboration across the charity sector that focuses on everyone winning.”

Another added, “It’s fantastic to see a company buck the trend and encourage collaborative working within the sector.”

Proudland also won a silver award in the Corporate Social Responsibility category, for having the best alignment of brand values.

Judges highlighted the way the campaign “sought to generate pride amongst its employees while also supporting its communities.”

Screenshot of a Twitter post about the partnership from Poundland's account

"Companies have to strive more than ever before to be transparent and authentic in their activities and communications. One of the best ways to achieve this is through excellent brand partnerships….. and charity alignments. We’re proud to recognise those companies that are doing good in their communities each and every day."

Communicate Magazine's Editor-in-Chief

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