Why is measuring the social impact of communication important?

Campaign Collective is one of the only communications agencies in the UK that is truly a social enterprise. The agency is also committed to proving the social impact of its work.

Measuring social impact is difficult, but the Public Relations & Communications Association definition of social value is a good start.

The Collective’s own results show that progress has been made in improving our social impact in 2020.

How Campaign Collective calculates social value:

Campaign Collective’s annual social impact score has been calculated showing the social enterprise’s contribution to the UN Sustainable Development Goals.

In 2020, campaigns were delivered that helped meet twelve of the UN’s SDGs (up from seven in 2019).

Communications Campaigns our members worked on included:

  • Ending poverty.
  • Ensuring healthy lives.
  • Providing quality education.
  • Achieving gender equality.
  • Promoting sustainable economic growth.
  • Promoting peaceful and inclusive societies.

Based on the Public Relations and Communications Social Value Test, Campaign Collective achieved a “very good” 4 star rating (83%).

In addition, the Creative Climate Disclosure Report shows the Collective has zero exposure to “high carbon emissions” and based on the Close The Gap formula, our gender pay gap is -2.42%.

The social impact of Campaign Collective went above and beyond delivering great campaigns.

The agency also contributed to supporting smaller communications campaigns and the next generation of campaigners.

To support small charities / campaigners, the Collective:

  • Chaired PRCA Charity & Not For Profit Group with events open to all
  • Continued to promote Freedom To Campaign Guide & advised Electoral Commission on new guidance
  • Continued to develop and improve The Rooftop – a new home for positive news
  • Launched Rooftop TV – a new channel for promoting positive news stories and delivering in-depth interviews with campaigners
  • Signatory to and communications support for Charities Against Hate campaign
  • Corporate Partner of Charity Comms
  • Delivered ad hoc pro-bono communications advice to micro-organisations and start up social enterprises.
  • Hosted all meetings at the Free Word Centre, a charity based in London

To meet help develop the next generation of communications talent, the Collective:

  • Continued advice on the development of PR & Communications Apprenticeship framework
  • Assessed campaign apprentices
  • Attended and spoke at networking events designed to increase diversity in campaigning
  • Supported PRCA Career Development Day at Manchester Metropolitan University
  • Supported PRCA NextGen events in London and Edinburgh
  • Supported 1,000 Black Boys – a social enterprise to empower black boys and young men

More details on the agency’s annual performance are available in the financial report.


Campaign Collective

Campaign Collective is a social enterprise helping charities, social enterprises, public service organisations and other campaigners benefit from affordable professional communications advice and support. With all Members having over ten years experience in a range of communications skills, the Collective helps organisations create, build and deliver effective marketing campaigns. Profits are used to subsidise support for micro charities and community organisations as well as help develop the next generation of communications professionals. Visit campaigncollective.org for more information.

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