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It’s hard to believe, but 2022 is almost done and dusted. December is always a time of reflection. In a problematic year for the UK economy and geopolitics, there’s plenty for all of us to mull over.


But let’s look on the bright side: at least it was a good year for ABC. We launched an award-winning behaviour change campaign, achieved B-Corp status and helped raise thousands for Cancer Research. In even bigger news, we welcomed a new office kitten, Luna! Join us as we take a last, lingering look over the last twelve months.


We’ve enjoyed (more than) our share of recognition this year. Our creative for Scottish Water’s Nature Calls campaign won a Marketing Week Award in London. It’s the second year running, we’ve won. In addition, Nature Calls received seven nominations across The Drum Social Purpose awards and The Drum Content awards. With huge global brands like Google, Coors, BMW and Pepsi among the other finalists, we were delighted / relieved to be highly commended in two categories!


The Nature Calls campaign was launched at the start of the year. We encouraged the public to bin wipes instead of flushing them down the toilet. Using evocative imagery, we nudged the audience to reflect on the harm to sea life caused by flushing wipes. The good news for our environment is that it worked brilliantly. In six months, the campaign achieved a 20% reduction in sewer blockages.


Our campaign for the NHS and Liverpool City Council also tackled mental health. In the wake of the pandemic, many in Merseyside were at risk from mental illness. The cost-of-living crisis was only adding to their woes.


Symbolising the idea of shining a light on dark times, our creative reached out with neon signs and supportive messages. We targeted all those on the mental health spectrum – from just feeling a bit down or seriously struggling. We provided signposts to services offering practical help. The campaign also gave simple advice on how to feel better, such as exercising, catching-up with friends or simply doing something you enjoy.


After two years of hard work, 2022 was the year we gained Certified B-Corp status. It’s the global gold standard for sustainable business, and we needed to undergo a rigorous certification process. Our entire environmental, social and governance (ESG) performance was measured, and we passed with flying colours. Now we’re looking after the triple bottom line of people, profit, and planet alongside world-famous brands such as Ben & Jerry’s, Patagonia and Innocent.


Following on from our CEO Pete Martin being awarded a Marketing Society Fellowship last year, we were honoured to be their creative partner once again. Producing creative for the Marketing Society’s annual dinners and awards is something we’re very proud of. Seeing our creative feature on a bar of Tony’s Chocolonely was a particularly delicious moment!


This year, our Director Lou Kiddier became Chair for Edinburgh Business Beats Cancer (EBBC). She’d been an integral member of the EBBC board and, having lost her mum to cancer late last year, speaks from experience of this bitter disease.


To raise vital funds, Lou and other members of the ABC team embarked on EBBC’s ‘Take on 22’ 7 Hills Challenge. For the second year running, we climbed the 7 hills of Edinburgh. Even Luna joined us! We also produced branded social and promotional content to boost fundraising efforts in our role as creative partners. In the end, the challenge beat its target and raised over £22,000 for Cancer Research UK.


We are proud to support the EBBC Annual Dinner as creative partners. With emotional speeches from cancer survivors, as well as a live auction, the night was a huge success. The event raised £65,000 for Cancer Research UK, which brought the overall total raised by EBBC to a whopping £177,000!


In the spirit of the season, we made a donation to Low Income Families Together (LIFT) which aims to tackle child poverty and increase family wellbeing in North East Edinburgh.


Our very own Lou decided to spread the Christmas cheer even further, recording a Christmas song with her band ‘Locktown’!

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