Brand Potential Shortlisted for Community-Led Campaign at the Social Media Marketing Awards 2026

The shortlist recognises our work with MSA Safety, where we developed an organic, firefighter-first social campaign that made technical PPE content more human, useful and relevant to the fire service community.

In a high-stakes sector such as firefighter personal protective equipment, trust is earned through practical understanding, shared experience and peer-to-peer conversation. Rather than relying on traditional product-led messaging, our approach focused on the people who wear and use the equipment every day.

Across H1 2026, the campaign generated 2.4 million organic social impressions, 103,345 engagements and a 2,016% year-on-year increase in shares. The results were achieved without paid social amplification, demonstrating the power of content that genuinely resonates with its audience.

The campaign brought together social-first video filmed at MSA Bristol, creator partnerships with firefighters across the UK, France and Germany, and purpose-led storytelling through MSA’s support of the UK Pink Firefighters. By combining practical product insight with real voices, behind-the-scenes content and meaningful community stories, MSA’s social channels became a place for conversation rather than simply a broadcast platform.

We’re incredibly proud of the work, the results and the community that helped make it possible. Thank you to the team at MSA Safety, the firefighter creators involved and everyone across the fire service community who engaged with and contributed to the campaign.

Being shortlisted for a Community-Led Campaign award is a brilliant recognition of what can happen when brands put the communities they serve at the centre of their social strategy.