Inside the Top Social Impact Work of 2025
Fresh from scoring entries for the 5th Annual Anthem Awards, we asked Judges what impressed them. See the trends that inspired them below.
It’s been a defining year for the social impact community, one driven by creativity, courage, and tangible change. Individuals and organizations worldwide are driving progress with inventive work. On Tuesday, November 18, we’ll reveal who earned recognition on the Anthem Awards stage for creating change.
Before the announcement, take an inside look at what our Judges thought while selecting this year’s Gold, Silver, and Bronze Winners.
Trends of 2025
Michelle Theodat Waring, the Steward for Sustainability and Everyday Good at Tom’s of Maine, on what stood out about projects she scored 9s and 10s.
“The submissions that stood out to me were those that not only brought critical issues to light but also empowered their audiences to get involved, whether by joining a cause, donating, or sharing the message. When campaigns combine awareness with a compelling call to action, that’s when we see the potential for real, lasting change.”
Trovon Williams, the Senior Vice President of Marketing and Communications at NAACP, explores what the 2025 Winners signal is shifting in the industry.
“What’s changing most is the sophistication of how impact is being defined and delivered. This year’s entries showed a clear move from one-off awareness campaigns to sustained initiatives that integrate purpose into business strategy, culture, and product design. Organizations are no longer treating impact as a separate lane—it’s becoming part of how they operate and communicate every day. There’s also a noticeable rise in data-driven storytelling. Creators and brands are using insights, metrics, and audience feedback to demonstrate tangible progress, not just good intentions. The result is more credible, transparent work that resonates deeply with people who expect to see proof of impact, not just promises.”
Anjelika Lours’ Kour, Creative Director of DD.NYC®, on fresh storytelling strategies that she saw Winners use effectively.
“I was inspired by entries that went further than impact call-to-actions, but first educated the juror and the audience about the problem and the mission of impact. I was thrilled to see some of the missions on which the contestants have been pursuing and continue to do so.”
What This Year Has Meant
Max Friedman, Co-Founder & CEO, Givebutter, reflects on the main theme of the 5th Annual Anthem Awards after selecting the 2025 Winners.
“Turning challenges into opportunities is one of the most profound ways to innovate. As a judge, first-hand experience shows me that this isn’t just an idea, it’s personal.”
Belén Frau, the Global Communication & Positioning Manager of IKEA, discusses what inspired her the most while judging entries this season.
“I was deeply inspired by the courage and optimism embedded in so many of the entries. Even in times of global uncertainty, these stories reflected resilience, creativity, and collective purpose. Many initiatives showed that when people come together—brands, NGOs, and citizens—they can make real progress. That human capacity to care and act for others, often with limited resources, is what inspired me most.”
Charley Beal, the President of The Gilbert Baker Foundation, on the main theme of the season,
“‘Champion Your Resilience’ means recognizing the immense difficulties faced by many small organizations and nonprofits by celebrating their resolve during this difficult period. Whether it’s funding freezes, assaults on civil liberties, or the capitulation of big business and our leaders, the best entries showcased how organizations grew more creative and determined in their fight for progress.”
Javier Otero, the Chief Executive Officer of Futurehaus, on what surprised him the most while judging in 2025.
“Even with the difficulties of the year, the work I saw, especially from grassroots programs and cultural networks, showed that hope is still an active force. Creativity continues to be one of our most reliable forms of resilience.”
For The Future
Santiago Losada, Creative Manager at Monks, on what he’d advise future entrants of The Anthem Awards.
“Purpose is powerful, but storytelling gives it life. The strongest entries didn’t just present results — they made us feel something first. Begin with the human insight, not the headline. Build from emotion to action, from story to solution. And when it comes to data, make it talk. Don’t just show numbers — show change. Compare, contextualize, and measure evolution. Progress is the new metric of impact. We don’t award perfection; we celebrate transformation.”
Kara Peterson, the Co-Founder and CEO of Descrybe, unpacks the theme that stuck with her after she finished judging this season.
“The theme that stayed with me was agency—who has it, and who gets to tell the story. The most powerful work used digital tools to return agency to the people who’ve historically had the least of it. That shift—giving voice and control back—feels like the real future of impact.”
Paul Rivait, Vice-President of Creative Impact at Public Inc., on advice he’d give to next season’s entrants of The Anthem Awards.
“Don’t be afraid to get quirky. To poke fun. To be silly. Impact advertising can often feel heavy and dull, because if the perceived importance. But there’s power in humour; the absurd. We have to use all the tools in our belt if we want to make audiences take notice and care about an issue.”
