Art For Social Change - A new industry charity and awards initiative

19 June 2026

A new industry charity and awards scheme launched this week, with an ambitious goal: to spark the first global, evidence-based movement for behaviour-changing art.

The goal is simple: use creativity to tackle society’s biggest challenges, with science, not judges, deciding what works. First up is the epidemic of loneliness - a serious issue, and one that demands more than a token response.

Created by behavioural change expert Crawford Hollingworth, the charity and awards scheme is supported by leading industry bodies and figures, including The IPA, The Marketing Society, Mark Thompson and John Hegarty.

Explaining the thinking behind Art for Social Change, Hollingworth said: “We all know art and advertising can change behaviour. Advertising has nudged us to reshape our attitudes to social issues over the years. We’ve shifted norms, triggered emotion, encouraged action, moved culture at scale."

“

Our behavioural change mission is simple: To make London friendlier. More caring. More empathic. Less lonely.

”

Stephen Maher, vice chair MSQ             

A ‘proof of concept’ campaign will launch across London on 18 January 2027 aka Blue Monday, widely regarded as the most depressing day of the year, with impact measured before and after audience exposure.

Art for Social Change (AFSC) is FREE to enter and welcoming submissions now. Submissions will be judged on their ability to influence behaviours and attitudes towards loneliness, using a pioneering neuro and behavioural science framework to assign a Behavioural Change Energy (BCE) score.

The deadline for entries in this inaugural edition is 31 July, with the shortlisted 50 and top ten to be announced on 1 October. The top ten will form the centrepiece of a major London behavioural change campaign, showcased across digital Out of Home sites, with media space generously donated by Bauer Media Outdoor.

A unique chance to make a real social impact and showcase the very best in advertising craft and creativity.

Interested to know more? Full details on how to apply can be found here https://www.artforsocialchange.org.uk/