Purpose Union Wins PR Moment Award
In today’s complex social and political landscape, purpose-driven communications have never been more important. Since founding Purpose Union six years ago - Barry Johnston, Daniela Flores, and Lewis Iwu have remained steadfast in their belief that this would be the “Purpose Decade.” The commitment to their mission and the impact delivered for their clients has been recognised with a PR Moment Award.
We sat down with Purpose Union's Founders to discuss their journey, what sets them apart in the purpose communications landscape, and what lies ahead as they continue to champion authentic engagement in a changing world.
1. What’s been your biggest highlight at Purpose Union?
Barry: Building long lasting relationships with our clients - we’ve been working with some of them for over half a decade now. And it means we have been able to see the impact of the work we started together.
Daniela: It’s hard to name one as there have been so many! I love the fact that our clients have chosen to partner with us on some really topical campaigns around the most challenging issues from fulfilling net zero commitments and tackling racism in sport to addressing education inequalities and bridging the trust gap in healthcare.
Lewis: It’s hard to pick one, but I’ve been especially proud of the way our team has helped clients navigate complex, high-stakes moments - from addressing inequality in sport to building arguments for systemic reform.
2. What makes Purpose Union different?
Barry: We made a bet that this would be the Purpose Decade, and we wanted to do work that had a positive impact. We’ve stuck with that through all the ups and downs of the first half of the decade. And we’ll do it for the second half now too.
Daniela: As we only take on purpose-driven work, it means we can focus on what we do best. Over the last few years, and especially in the current environment, the issues that business and society are facing have become increasingly complex and politicised, and I would like to think we have helped clients navigate these issues through authentic engagement with stakeholders to deliver a positive impact. We also have an amazingly talented and hard working team!
Lewis: We put purpose at the heart of everything, not just in our name but in our work. Our clients trust us to help navigate complex challenges while staying true to values that make the world better.
3. What advice would you give to other Founders or teams looking to build organisations that drive change?
Barry: Find two good business partners who you trust. Hire a great team. Make some bets and have a point of view. Stick to your principles. The rest will follow.
Daniela: You need to have the right people on board - our team is passionate about the work we do and the change we want to see; it’s this passion and sense of purpose that drives us all forward to deliver high quality, high impact work.
Lewis: Build with authenticity and surround yourself with people who care deeply. Purpose-led work is powerful when it’s rooted in real commitment and collective action.
4. What’s next for Purpose Union?
Barry: There’s no shortage of people and organisations trying to do the right thing and have a positive impact. That work has gotten harder, but more important in the past months as bad faith actors have had a good run of luck. We’ll need to re-win some arguments - like on climate and DEI - and make the case for some new ones - like AI.
Daniela: More of the same hopefully! More compelling campaigns, more impactful outcomes and maybe more awards…?
Lewis: We’re continuing to grow our global impact, supporting even more organisations committed to positive change - because, now more than ever, the world needs bold ideas and purposeful action.
Our Purpose Union Founders accepting the PR Moment Boutique Agency award.
Lewis Iwu, Daniela Flores and Barry Johnston
For organisations looking to make a meaningful impact in today’s landscape do reach out and get in touch, we’d love to hear from you.