This award will go to the individual or organisation that has most effectively influenced opinions and behaviour through the use of new media technology.
Pressure groups, lobbying firms, charities, corporate public affairs departments and campaigning organisations are all eligible.
View nominations from another category:




This site, written in four languages, campaigns for freedom of expression online.
People can highlight this issue by (a) signing a petition (b) putting banners on their sites and blogs (c) publishing dynamically changing fragments of censored information (d) using the database API to bring the censored data into their own sites or (e) clicking through to take further actions on the local Amnesty national sites. By disseminating censored material across the web the irrepressible.info fragments are being seen across the web by nearly 2 million visitors a month.




Anti-Slavery International, founded in 1839, is committed to eliminating all forms of slavery throughout the world. Slavery, servitude and forced labour are violations of individual freedoms, which deny millions of people their basic dignity and fundamental human rights. Anti-Slavery International works to end these abuses by campaigning for slavery’s eradication, exposing current cases, supporting the initiatives of local organisations to release people and pressing for more effective implementation of international laws against slavery.




Avaaz.org is an online community through which hundreds of thousands of us are taking action together on urgent issues like climate change, poverty, human rights and the crisis in the Middle East. Set up four months ago, we’ve grown to almost a million members from every country in the world (I’m one). We do everything from viral YouTube videos to hand-delivering petitions to ministers, and coming up with a plan to save Iraq. We aired a climate change TV ad on three continents, put billboards for peace in Jerusalem, and helped topple Paul Wolfowitz from the World Bank.




The campaign Back To The Table was launched in 2004 by parenting website www.raisingkids.co.uk. Raisingkids is a parenting website committed to supporting all parents in the difficult job they do. The campaign aims to encourage families to eat together by highlighting the benefits of family mealtimes. The premise is simple; families that eat together eat better but they also communicate better and build stronger bonds. The campaign begins in October with the launch of Back to the Table Week, backed by with a significant publicity drive to attract parents to the campaign website www.backtothetable.co.uk.




Our vision is of a world in which people do not die prematurely of heart disease.
We'll achieve this through pioneering research, vital prevention activity and ensuring quality care and support for everyone living with heart disease.




The campaign for a drug treatment centre in Brixton is an informal campaign to make sure that a new drug treatment centre in central Brixton got planning permission.




Carers UK is a member-led organisation focused on improving carers’ lives. It campaigns for carers’ rights, and for recognition of the contribution that carers make to society.
Carers UK acts as the voice of carers: research and consultation inform every campaign, and carers’ real life experiences play a central role in bringing issues to public attention.




This organisation provides news that most media outlets do not provide; they are not afraid of corporate giants or governments.




Childnet International is a registered charity, (no 1080173) set up in 1995 - with the mission to work in partnership with others around the world to help make the internet a great and safe place for children. The organisation seeks to take a balanced view of the issues of children and the internet and is active in seeking to promote the positive ways in which the internet can be used by children for social benefit. Childnet is also involved in responding to the negative aspects of children’s use of new media and has produced award-winning education and awareness programmes such as its www.kidsmart.org.uk for schools.




Informative, educational and topical




The SMOKEFREE campaign website aims to reduce the UK’s 26% smoking population by 5% over 5 years. Specifically targeting 22-45 year old smokers, it highlights the controlling nature of smoking, and supports nationwide TV and outdoor advertisements.
It aims to change public perception of smoking whilst trying not to completely alienate smokers and above support those kicking the habit. It also targets other tobacco stakeholders including health professionals, local Stop Smoking Services, Primary Care Trusts, and Strategic Health Authorities.
The striking new media campaign, launched by the Department of Health, generates a user experience that educates and promotes the benefits of going smokefree.




The DRC has one key goal: “A society where all disabled people can participate fully as equal citizens”. Disability Debate uses new media to offer alternative views and foster positive democratic discussion leading to change.
Specifically aimed to engage the user and encourage debate around the everyday barriers disabled people face, it targeted three aims: to challenge perceptions of disability rights, increase users and achieve 2000 registrations, and drive traffic to the main DRC website.
Initiated over an 18 month period, Disability Debate strategically targeted business leaders, public sector and the Government, employers, disability organisations, media, and the general public.




The e-Learning Foundation was launched in 2001 with an aim to significantly increase access to ICT for education, and specifically to ensure that every schoolchild in the UK should have access to technology for learning when and where they want to learn, especially at home.
The Foundation, a registered charity, aims to bridge the digital divide and ensure that all children, irrespective of their background, can have access to technology for learning at home.
The Foundation is funded through both the public and private sector in the form of Government grants, commercial sponsorship and donations.




FairSay stands for the simple but fundamental principle that everyone should have a chance to have a fair say in issues that concern them. Having a 'fair say' is about participating in shaping one's world and is deeply rooted in democratic principles.




Farmsubsidy.org is a young and growing network of European activists, NGOs, journalists and think tanks using freedom of information to obtain data relating to payments and recipients of farm subsidies in the European Union. They then compile the data into an online database for the benefit of European citizens, policy-makers and the media. The publication and analysis of this data is driving a new and high-profile public and political debate about European farm policy, focusing attention on a wide range of issues: the unequal distribution, unexpected recipients, high cost to taxpayers and impacts on trading partners, particularly in the developing world




In a short while GetUp has changed political campaigns in Australia.




Global Cool is here to save a planet because we haven't got anything better to do. Global Cool belongs to Dan Morrell, Dr Richard Tipper, Orlando Bloom, Ana Matronic, Brandon Flowers, Sienna Miller, 11-year old Isabella Ramchandani and anyone and everyone else who wants to be part of it. It is backed by some of the biggest names in entertainment and by some of the biggest brains in environmental science including Steve Howard and Dr Richard Tipper, both of whom have so many letters after their names that we do not have the space to include them.




Greenpeace is an organisation devoted to promoting peace and defending the environment through action. It has locations all over the world.




Greenpeace's Greener Apple project is an effort to get Apple to stop using toxic chemiaclals in their products and also establish free "take-back" for all products they sell. Greenpeace is trying to get customers to provide feedback to the Apple company so they will lead the way to greener business.




I Count- Stop Climate Chaos is part of about 700 organisations devoted to creating a better world. They are working on three goals: cut climate pollution significantly by 2015, cut UK carbon emissions by 3 percent a year and help poorer countries work with climate change challenges they are facing.




Intelligent Giving is the UK's first free and independent guide to charities with a mission to help people give with ease and confidence.
The main attraction is an interactive website that was launched in November 2006. Among other things, the site allows visitors to:
- Shortlist charities by their own criteria
- Learn about award-winning small charities
- Read original articles from charity professionals and investigative journalists
- Find out where to get rid of their old junk
Intelligent Giving is a privately-funded, not-for-profit company based in Bethnal Green, East London.




The National Union of Journalists is running a major national campaign to protect quality journalism and its vital role in our democracy in the UK and Ireland.




KeepBurberryBritish.com was the campaign blog established to fight against the Burberry factory closure in Treorchy, Rhondda, South Wales.




A first rate community site that tackle real local problems on the ground in Kings Cross, not just waffling about them in cyberspace. It uses a full range of Web2.0 tools to create a quite unique local resource working with all sorts of local civic society organisations.
Kingscrossenvironment has tackeld many challenges in a difficult part of London. Major victories include: securing an unprecedented £1million for the community from Network Rail in a planning dispute (using No10 e-petitions, video and blogging) and using video to defeat Cemex (a huge multinational) on noise pollution – Cemex has even bought rubber shovels to move the gravel more quietly. Dozens of local street problems have been resolved through the site working with the Council and elected representatives. A real sense of community has built up around the site, which drives an email list through Feedburner for (often older) activists who are less comfortable with blogging.
The site only deploys useful new features that will help local residents sort out local real world problems – everything has to be usable not gimmickry
The site uses a full gamut of Web2.0 features: Geotagging via an embedded Platial Mapkit of local, non chain, places to shop eat and drink in Kings Cross. RSS feeds of photos of Kings Cross from Flickr and of local street problems from Neighbourhood Fix-It (we piloted RSS for MySociety). Embedded video from YouTube to attack local issues – espacilly noise pollution. The site is built in the Typepad blogging service uses Feedburner feed subscribers by email – a vital cross over for online campaigning on the ground where activists are far more comfortable with email. Typepad widgets enable simple occasional features such a online opinion polls via Vizu. Monthly expenditure is £10.00 a month with no maintenance – the blogging service just looks after everything.




LabourStart is the news and campaigning website of the international trade union movement. It appears in over 20 languages and its news is gathered by a network of over 500 volunteer correspondents around the world. The news is syndicated to over 700 trade union websites.