Social Impact and Purpose-Led PR
Campaigns That Mean Something
Brands that stand for something — and can demonstrate it credibly — earn a different kind of attention. Mischief creates social impact and purpose-led PR campaigns that connect brands to causes and conversations that genuinely matter, generating earned media coverage while building long-term brand trust and reputation.
We work with brands that want to do more than say the right things. Our social impact campaigns are built around real actions — partnerships with charities and advocacy organisations, research that surfaces important issues, and creative ideas that change behaviour as well as perceptions. We're experienced at navigating the line between authentic purpose and brand opportunism, and we won't pursue an angle we don't believe will stand up to scrutiny.
This work spans cause-led campaigns, safety and welfare initiatives, community programmes and behaviour-change communications — always with the same standard applied: the idea has to be meaningful first, and the media coverage follows from that.
Most recent purposeful work
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![Alesha Dixon reading to children at Experian and Mischief's Library of No Returns]()
Experian, Library of No Returns
We built a fairytale pop-up library in Walsall linking literacy to financial wellbeing, earning 458 pieces of coverage and 112.6 million reach.
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![The dehydrated Christmas dinner Mischief and WaterAid created to raise awareness of those going without clean water over the holidays.]()
WaterAid, Driest Christmas Dinner
We created a fully dehydrated Christmas dinner for WaterAid to dramatise global water poverty — earning 330 million reach, 20 broadcast hits and a 106% uplift in donations.
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![Child actor in a train station looking out of a window — Avanti West Coast and Railway Children safeguarding film by Mischief PR]()
Avanti West Coast, Railway Children
A cinematic safeguarding campaign that saw 91% of passengers become more likely to recognise a vulnerable child on the railway — 90,000 organic film views and 62 pieces of national coverage.
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![Vinnie Jones delivering a team talk to camera in a football changing room — Three UK's Talk More Than Football men's mental health campaign by Mischief PR]()
Three, Talk More Than Football
A men's mental health campaign that saw 75% of fans say they were more likely to check in on a mate — Three's most successful brand initiative ever, with 31 million video views.
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![Giant lungs on the Southbank highlight London's air quality — E.On Next's 'Making the Invisible, Visible' campaign by Mischief PR]()
E.ON Next, Making the Invisible, Visible
A multi-year clean air campaign — from giant Southbank lungs to pollution-filtering school capes — that increased positive brand perception by 40% and drove a 35% uplift in switching consideration.
