Sky had always been known for the premium of its product, but when it came to its reputation for social good not everyone was aware of the efforts the business was going to in order to make the world a better place. The idea for the campaign – ‘The Power of Belief’ – focuses on the incredible things that can be achieved within society with belief on your side. It reframes Sky’s promise of ‘Believe in better’ and demonstrates how it has inspired them to take action and make a positive difference within society.

Sky has heavily invested in a diverse range of social initiatives across the UK. However, awareness and understanding was very low in key audience groups. Sky wanted to act on this, raise awareness and understanding of its activity - with an obvious need to do so in a unified, engaging and non 'chest beating' way. The key audience was 'informed public' - those with an heightened interest in CSR

A series of docu-style films which tackle some of society’s most entrenched issues - from combatting loneliness, to enabling the Arts to be enjoyed by all. Using real people and allowing their stories to play out naturally, the films all end on an optimistic note, signalling how with belief on our side, we can overcome anything, and help make our society a better one.