What was the partnership?
In 2009, the broadcasting company BSkyB responded to customer suggestions to focus its corporate social responsibility on environmental issues and deforestation by partnering with the wildlife charity WWF. The company and the charity launched Sky Rainforest Rescue with the objective of raising £2m by October 2012 and saving a billion trees in the Amazon rainforest.
What did they do?
BSkyB raised awareness of the partnership through its TV channels, which reach more than 10.7 million customers. It also inspired viewers to take action through dedicated programming, which included a specially commissioned show featuring the actor Ross Kemp. Rainforest-themed activities were run in primary schools and the Sky Rainforest Rescue Pod was set up - an interactive virtual rainforest installed at Forestry Commission sites that teaches visitors about the Amazon.
Why did it win?
BSkyB met its fundraising target of £2m six months early. It then matched the amount raised, bringing the total to £4m. In the Amazon rainforest, more than 1,000 families have committed not to cut down trees or use slash-and-burn practices, and the money has been used to create 37 rubber tapping units, which help extract sap without harming the rubber tree.
What did the judges say?
Tracy Griffin, head of fundraising at Shelter, said: "The partnership demonstrated an impressive synergy between the two organisations. The breadth of the partnership was also impressive and there was clear senior decision-making on both sides."
- The Good Little Company with Christian Aid
- Keyline Builders Merchant with Prostate Cancer UK
- Morgan Hunt UK with the DKH Legacy Trust.
Award sponsored by Charities Aid Foundation.