A campaign Good-Loop ran for Pantene in support of the trans and non-gender conforming community has been shortlisted at the Purpose Awards EMEA 2021.

"Hair Has No Gender", which features Paris Lees, Travis Alabanza, Lea T and Angela Ponce, has been nominated in the Best Proof of Authenticity category. The winners will be announced next month.

Wanting to turn engagement around their ad into activism and allyship, the P&G brand -- in collaboration with local transgender and gender non-conforming groups -- turned to Good-Loop for help.

Our purpose-powered ad formats incentivise people to watch video ads online by giving them the chance to 'unlock' a charity donation at the end of the spot.

Altogether, 533,881 people engaged with the campaign, unlocking donations for Gendered Intelligence, a trans-led charity that supports trans youth services and education programs across the UK.

Results from the campaign were exceptional, surpassing all benchmarks, including an 82% completed view rate. Viewers' impressions of the Pantene brand were also boosted by the campaign. A third-party study found that there was a 29% uplift in brand consideration and a 55% uplift in brand favourability among viewers using Good-Loop's ad formats.

There was also some powerful feedback from people who saw the campaign. For example, one respondent said, "it made me feel positive, as I am trans myself and loved how [Pantene] stood up for trans people and supported them."

The campaign also funded on-the-ground impact and improved the lives of real people.

Cara English, Head of Public Engagement at Gendered Intelligence, said: "I want to say a huge thank you to Pantene and Good-Loop. The money raised will go to bolstering our trans youth work service, and with the help of this large sum we will be able to increase our campaigning and lobbying. Lastly, a part of the donation will help us create a digital fundraiser, so we can keep bringing more donations in like this and help us continue to grow."

Good-Loop CEO and co-founder Amy Williams said: "Being part of this campaign was incredibly inspiring and I'm delighted it's been nominated at the Purpose Awards. Pantene's purpose is to transform not only hair, but also culture -- to create a society where everyone can flourish and live their true identity."

Run by PRWeek, Campaign and Third Sector, the awards recognise campaigns that use creative ideas successfully to further positive causes and acknowledge the organisations behind them.

The awards will take place over two days: June 29-30. You can register to watch the awards by clicking here.

You can see the full list of awards, and the other incredible nominees in our category, by clicking here.