Winners 2023

Helping England’s rural village halls respond to the energy crisis

Utility Aid

Client: Action with Communities in Rural (ACRE)

Over the past year ACRE, a national charity speaking up for and supporting rural communities and Utility Aid, the UK’s largest energy broker for the not-for-profit sector, have been working together to help England’s village halls respond to the energy crisis. The organisations developed a deep understanding of how rising energy prices...

BEST DIGITAL INNOVATION

Springbok AI x Access Social Care legal information chatbot

Springbok AI

Client: Access Social Care

The Access Social Care team have been providing expert legal advice and casework in the field of social care for over 10 years, supporting disabled and older people to live the life they choose. We knew our small team couldn't meet the huge need in this area, so we wanted to use our expertise to build a tool that people could use to cr...

Compassionate Bereavement Conversations

PwC

Client: Hospice UK

Talking about death, dying and bereavement at work is hard.In partnership, PwC and Hospice UK have created the Compassionate Bereavement Conversations tool.A digital, e-learning tool designed to offer practical and meaningful support to anyone who wants the skills and confidence to have, what can be, challenging conversations relating ...

BANKS & FINANCIAL SERVICES

Santander UK & Alzheimer's Society Strategic Change Partnership

Santander UK

Client: Alzheimer's Society

Alzheimer’s Society and Santander launched and held a unique sector-leading strategic partnership which has sought to create collaborative social change for people affected by dementia relating to banking challenges and donated £3.6million (£2.1million though staff fundraising) over the course of 3 years. This incredible amount has gon...

A partnership powered by 15 years of exceptional paediatric care

Morgan Stanley

Client: Great Ormond Street Hospital

A partnership between GOSH Charity and Morgan Stanley has been powered by the joint purpose of ensuring that seriously ill children have the very best start in life. In 2022, our partnership celebrated its 15 year and £15m milestones.A partnership that built a world-class clinical building, renovated crucial family accommodation and tr...

Addressing Economic and Tech Abuse

Barclays

Client: Refuge

Refuge is the country’s largest provider of specialist services for women experiencing domestic abuse and gender-based violence, and their children. The charity supports thousands of women and children on any given day.It is well documented that the pandemic led to an increase in domestic abuse around the world. The cost-of-living cris...

Brilliant Leaders, Brighter Futures

IG GROUP

Client: Teach First

IG Group pledges the equivalent of 1% of our post-tax profits to charitable causes. Through our Brighter Future Fund, we make grants to carefully chosen charitable initiatives, focusing on the theme of empowering through education. We have partnered with Teach First for five years now and, in 2020, we kickstarted Teach First’s “Shut In...

Deutsche Bank's UK Charity of the Year 2022-2023

Deutsche Bank

Client: MQ Mental Health Research

MQ Mental Health Research was chosen by Deutsche Bank employees to be its UK Charity of the Year 2022-2023. 1 in 4 people are affected by mental illness every year, yet funding for this health crisis falls woefully short, with just £9 spent on research per person affected. MQ and Deutsche Bank are working in partnership to change this ...

Societe Generale and Shelter partnership

Societe Generale

Client: Shelter

In 2021, Societe Generale and Shelter partnered for a three-year strategic partnership to break down barriers to employment by funding the expansion of the charity’s Getting Real Opportunities of Work (GROW) programme. Aligned with Societe Generale’s CSR strategy to ensure that everyone should have equal access to career opportunities,...

CONSUMER GOODS/FOOD & BEVERAGE

Waitrose Foundation partnership with Farm Africa

John Lewis Partnership

Client: Farm Africa

Waitrose & Partners and Farm Africa are partnering to improve the livelihoods of farmers, workers and communities on 23 farms in Kenya and Tanzania who grow, pick and pack fresh produce and flowers. Since beginning our partnership in 2019, we have invested over £2.5m in Foundation farms. We have delivered 60 community-led projects incl...

Highly Commended: Iceland Foods and Alzheimer’s Research UK - transforming the nation’s brain health

Iceland Foods Charitable Foundation

Client: Alzheimer's Research UK

Iceland and Alzheimer’s Research UK developed a ground-breaking campaign during World Alzheimer’s Month 2022 to transform the nation’s brain health.What made the partnership truly outstanding was the opportunity for Iceland to help reach traditionally under-served communities with vital brain health messaging. The support of Iceland wa...

The JOBS Project

Amazon

Client: Barnardo's

40% of 19-21 year old care leavers in England are classified as not in education, employment or training (NEET) and face a wide range of issues including leaving care, self-harm, homelessness, mental health, debt and money management, self-esteem, ADHD, autism, and young people caring for parents. Amazon and Barnardo’s relationship beg...

Wickes-YoungMinds partnership

Wickes

Client: YoungMinds

Wickes is one of the largest suppliers of DIY and home improvement products.Inspired by YoungMinds’ vision of a world where no young person feels alone with their mental health, Wickes, who are proud of their own established colleague wellbeing work stream, chose to join forces with us because they recognise the importance of mental he...

FASHION & RETAIL

No Ordinary Partnership

AllSaints

Client: Shelter

Together in No Ordinary Partnership, AllSaints and Shelter have developed a fashion industry-leading concept - the first of its kind in the UK.By collaborating on a unique series of co-branded charity stores, we are simultaneously tackling the housing and homelessness emergency, whilst reducing waste within the garment industry. In Spr...

Hats on for Mind - JD Outdoor and Mind

JD Outdoor

Client: Mind

Born from a shared belief in the power of the outdoors on mental wellbeing, the JD Outdoor and Mind partnership has inspired tens of thousands of people to get their ‘hats on’ and get outdoors for their mental health. From November 2022 to February 2023, JD Outdoor brands GO Outdoors, Millets, Blacks and Fishing Republic sold bespoke M...

Superdrug, Savers & Marie Curie

Superdrug & Savers

Client: Marie Curie

As a partnership, we have achieved so many amazing things over the last 10 years and are delighted that our current partnership total stands at a phenomenal £10.5 million, raising an incredible £1.06 million in 2022, £50k above target. What began as a traditional COTY has developed into a transformational partnership that delivers Mari...

Sustainable bags, for sustainable water sources

UNIQLO

Client: charity: water

UNIQLO is serious about reducing its environmental footprint while advancing the UN’s sustainable development goals. They have committed to eliminating the use of unnecessary plastic in their supply chain. To help, they replaced their plastic bags with paper ones. In 2019, to further reduce the likelihood of people choosing a single-us...

LEGAL

Refugee Aid Action Group

Osborne Clarke

Client: SolidariTee

International legal practice Osborne Clarke have been supporting SolidariTee, an international charity led by young people which works with local partner NGOs to provide legal aid to asylum seekers living in refugee camps across Greece. What began as a small working group set up at the end of 2021 has become a partnership which continu...

Norton Rose Fulbright's strategic charitable partnership with Save the Children UK

Norton Rose Fulbright

Client: Save the Children UK

In 2021, Norton Rose Fulbright embarked on its first strategic charitable partnership with leading independent children’s organisation, Save the Children UK. The three-year partnership aims to address the most pressing and complex barriers to children’s progress, including challenges such as the Covid-19 pandemic, the climate crisis an...

MEDIA & ENTERTAINMENT

Britain Get Talking

ITV

Client: Mind, YoungMinds and SAMH

In 2019 ITV created a partnership with the charities Mind, YoungMinds and SAMH to help tackle the mental health challenges that are faced by millions of people. Together we launched Britain Get Talking, a campaign encouraging people to look after their mental wellbeing by connecting more with their friends and family. Each year we’ve a...

Let Me Learn Campaign

Omnicom Group

Client: Theirworld

260 million children around the world don't have access to quality education. As part of Omnicom's commitment to UN Sustainable Development Goal #4 we set our sights on the UN General Assembly 2022 and partnered with Theirworld, a global children's charity to make sure that world leaders could not ignore the education crisis.We made th...

finalist

New Horizon Youth Centre x Havas UK

Havas UK

Client: New Horizon Youth Centre

Sony Music Positive Influence

Sony Music Entertainment UK

Client: Creative Mentor Network

Positive Influence is a pioneering talent and inclusion programme run by Sony Music UK in partnership with the UK charity Creative Mentor Network (CMN). Since its inception, Positive Influence has grown to include Sony Publishing, Sony Playstation and Sony Pictures.Creative Mentor Network aims to make the creative world of work more in...

The Empty Plate Emergency Appeal

The Maverick Group

Client: The Felix Project

Over 400,000 children in London go without a meal every day. This terrible truth was going to get worse with The Cost of Living Crisis, so The Felix Project, one of London’s leading food poverty charities, needed to raise funds and feed families fast. Along with their pro bono advertising partner, The Maverick Group – The Empty Plate P...

PROPERTY & CONSTRUCTION

Mental Health UK & ISG Charity Partnership

ISG

Client: Mental Health UK

ISG Ltd, a leading brand within the construction industry, has partnered with Mental Health UK since 2019. The partnership was born from the recognition that there’s a significantly higher rate of suicide amongst men within the construction industry compared to any other sector. Together they are tackling poor mental health and high su...

Wrap Up

Safestore

Client: Human Appeal

Human Appeal’s Winter Wrap Up campaign is a yearly coat donation initiative. The public are invited to donate spare or no longer needed coats to various drop-off locations across the UK. These coats are then redistributed to charities that will provide them to vulnerable adults and children who are in need of warm clothing and coats du...

SPORT, TRAVEL AND LEISURE

Hilton, Hilton Global Foundation, and Hilton UK Foundation Partner with Aurora Foxes to Help Students with Learning Difficulties Find Work

Hilton, Hilton Global Foundation, and Hilton UK Foundation

Client: Aurora Foxes

Over eight years, Hilton has partnered with Aurora foxes, a catering college and training hotel for young adults with learning disabilities. The overall aim of Aurora Foxes is to equip these young adults with life and employability skills they need to be ‘Work Ready,’ and ‘Life Ready.’ The close partnership Hilton has established with ...

P&O Cruises and Teenage Cancer Trust – Improving the Journey for Young People Facing Cancer

P&O Cruises / Carnival UK Group

Client: Teenage Cancer Trust

In 2015, P&O Cruises and Teenage Cancer Trust joined forces with the aim of raising £100k over three years to support young people facing cancer across the UK. Fast forward seven years, including a global pandemic which saw P&O Cruises entire fleet grounded for 18 months and fundraising all but halted, and we are incredibly proud to be...

UEFA Women's EURO 2022 and Girlguiding Charity partnership

The FA

Client: Girlguiding

Girlguiding, the UK’s leading charity for girls and young women, teamed up with The FA, the football association that’s for all, to celebrate the UEFA Women’s EURO 2022. Our research shows that under half of girls aged 7-17 believe they’ve had equal opportunities to play football. This partnership allowed us to challenge gender stereot...

UNICEF UK x Formula E

Formula E

Client: UNICEF UK

Formula E and UNICEF UK launched a three-year partnership in 2021 to help children through UNICEF’s Safe and Healthy Environment Fund with one main objective: to accelerate positive change around the world to ensure children and young people grow up on a cleaner, safer planet. The funding from Formula E contributes to programmes and po...

TELECOMS & TECHNOLOGY

National Databank

Virgin Media O2

Client: Good Things Foundation

Our research shows 85% of low-income Brits say connectivity is essential for living their lives. Yet around 1.7 million homes remain without internet connectivity, unable to carry out essential online tasks. In partnership with Good Things Foundation, we are committed to tackling data poverty, with a cross-industry solution to drive re...

Home-Start UK and BT 3Ds programme

BT Group

Client: Home-Start UK

Since the global pandemic, working and learning online has become a normal part of everyday life. But, this shift online has dramatically widened inequality, with millions of children from poorer households not having access to a computer or the internet at home, depriving them of access to school resources and educational opportunitie...

Keeping older people safe and warm at home with Age Scotland and SGN

SGN

Client: Age Scotland

Many older people face unique challenges in keeping safe and warm at home. That’s why gas network company SGN has partnered with Age Scotland to help older people across Scotland use energy safely, affordably and efficiently. We’re investing over £400,000 in this pioneering partnership to reduce fuel poverty and increase carbon monoxid...

Medical Aid Films dashboard project

Kubrick Group

Client: Medical Aid Films

In July 2021, technology consulting company Kubrick and UK Charity Medical Aid Films began a unique and inspirational partnership with the aim of supporting the charity to transform their use of data for maximum impact. This long-term and powerful partnership brought huge benefits to both organisations, offering many learning opportuni...

Tech500 - Building a more diverse tech industry

The Hg Foundation

Client: upReach

Founded in 2012, upReach is a social mobility charity dedicated to supporting undergraduates from lower socioeconomic backgrounds to access and sustain top graduate jobs. The vision of The Hg Foundation, an independent UK-registered charity, funded by Hg (a leading software and services investor), is to ensure the tech workforce of the...

COMMUNITY IMPACT

Time to Care Programme

Sky

Client: Age UK, Age Scotland, Age Cymru and Age NI

At Sky we aim to be a force for good in the communities where we live and work. Our dedicated Sky Cares 'Time to Care' programme mission is to tackle loneliness and social isolation, helping to keep older people connected. And every day our teams are making a meaningful difference by making a call on our in house befriending line, by s...

Sky

Client: Age UK, Age Scotland, Age Cymru and Age NI

Centre for Warmth

Cadent

Client: Bangladesh Association Community Partnership

“Cadent cause disruption “. This was a common perception of communities that Cadent delivered works in. We wanted to change this perception and leave a lasting positive impact that benefitted the lives of our customers well beyond the life span of our works.This lasting positive impact is created through our Centres For Warmth programm...

Brighter Futures – Changing the trajectory of the next generation powered by sustainable energy

The Lightsource Foundation

Client: World Vision UK

Since 2014 The Lightsource Foundation has partnered with World VisionUK to transform the lives of over 40,000 people living in two of the world’s poorest communities. During these projects, we have partnered closely with local community groups, teachers, health workers, families, and children to address the root causes of poverty that ...

Community Chesterfield

University of Derby

Client: Derbyshire Voluntary Action

Community Chesterfield was launched in 2019. Its aim was to bring together the wealth of experience and knowledge within local communities and the voluntary organisations which support them with the resources of the University of Derby, to strengthen the community organisations, enhance students’ learning and provide opportunities for ...

Shortlist: Norton Rose Fulbright's Global Charitable Initiative

Norton Rose Fulbright

Client: Save the Children UK

In 2022, Norton Rose Fulbright’s Global Charitable Initiative (‘Building Sustainable Communities’) partnered with Save the Children UK (SCUK) and local charities to engage our 7,000+ global workforce in improving our environment. On a global level, NRF supported SCUK’s GREEN project in Cambodia, which works with communities on East Ton...

Tackling Homelessness in Manchester

The Co-operative Bank

Client: Centrepoint

The Co-operative Bank and Centrepoint have partnered since 2017 and this year passed the £2million mark raised. The impact the partnership has had on Centrepoint’s activity in Manchester has been incredible. The bank were the largest funder of Centrepoint’s Oldham Street service refurb, which is the central hub for the charity’s work i...

CONSORTIUM AWARD

RefuAid Business Consortium

EnterpriseAlumni

Client: RefuAid

In March 2022, in response to the invasion of Ukraine, Emma Sinclair of EnterpriseAlumni launched a business consortium in collaboration with RefuAid, an organisation supporting refugees in the UK to build independent and dignified lives through language, education and employment. The consortium convenes a number of leading UK-based bu...

A better everyday life for rough sleepers: GLA, Crisis, St Mungo’s, Ikea, Asda & the Good Things Foundation

IKEA, Asda, and the Good Things Foundation

Client: Crisis UK and St Mungo's

For five winters, the GLA has run a Rough Sleeping campaign. The key aims of the campaign have always been to raise awareness of how rough sleeping is being tackled in London and to engage Londoners with solutions, including donating via TAP London and referring rough sleepers via StreetLink.Rough sleepers have been hit hard by the cos...

Supporting low-income households to use energy safely, efficiently and affordably

Cadent, Northern Gas Networks, SGN and Wales & West Utilities

Client: Citizens Advice (England and Wales)

Britain’s gas networks – Cadent, Northern Gas Networks, SGN and Wales & West Utilities – have joined together with Citizens Advice to help thousands of low-income households across England and Wales use energy safely, efficiently and affordably. In the face of the energy and cost-of-living crisis, the charity was experiencing unprecede...

The ICS Clean Air Partnership

Boehringer Ingelheim UK and Ireland

Client: Global Action Plan

Many non-communicable diseases (NCDs), including cancer, heart disease, lung conditions and stroke, are triggered or worsened by air pollution. In England, approx. 36,000 premature deaths a year are caused by air pollution – just shy of 100 deaths per day. Additionally, NCDs and poor air quality disproportionately affect people in the ...

Upstream Thinking

South West Water

Client: Devon Wildlife Trust, Cornwall Wildlife Trust, Westcountry Rivers Trust, South West Lakes and Farming and Wildlife Advisory Group South West

Upstream Thinking is a £9m partnership project funded by South West Water to improve water quality. Started in 2009, it has 8 partners, including 5 charity partners. Upstream Thinking partners look at how land is managed and works with farmers and landowners to protect our rivers by keeping unwanted things like pesticides and slurry ou...

CORPORATE FOUNDATION AWARD

The Greggs Foundation - Building Stronger, Healthier Communities

Greggs

Client: The Greggs Foundation

The Greggs Foundation is the charitable arm of Greggs and has grown from a small family charity into a national grant-making programme, distributing £3.5 million in grants per year. In schools, the Greggs Foundation has grown a network of Breakfast Clubs for over 24 years. Developing from a single school in Newcastle upon Tyne to now s...

OVO Foundation

OVO

Client: OVO Foundation

OVO Foundation – OVO Energy’s charitable arm – shares the belief that businesses should power human progress. Since 2014, OVO Foundation has invested over £6m in projects that help fulfil its vision to create a greener, brighter future for every child. Underpinning this vision are two goals: to help children and young people to get clo...

The Barratt Foundation

The Barratt Foundation is the new charity that represents Barratt Developments PLC, including Barratt Homes, David Wilson Homes and Barratt London, across its charitable work. The Foundation was established in 2020 and launched in 2021 to mark the 500,000th home built by Barratt Developments PLC. Operating across England, Wales and Sco...

LONG-TERM PARTNERSHIP

Tesco & FareShare Partnership

Tesco

Client: FareShare

Food insecurity in the UK is at crisis level. With millions of people struggling to feed their families due to the cost of living crisis, and additional strain on food charities to deliver more food than ever, Tesco launched its Building Stronger Communities initiative, providing vital support to its charity partners during an increasi...

Financial Education for Girls

Credit Suisse

Client: Plan International UK

Plan International (Plan) is a global children’s charity working to create a gender equal world, and ensure every girl can claim her right to an education. Credit Suisse shares this commitment. Working in partnership, between 2008-2014, we have improved access to, and the quality of, education for over 19,000 children in Guatemala, Lib...

Shortlist: Nationwide Building Society and Shelter

Nationwide Building Society

Client: Shelter

Shelter and Nationwide have been in partnership for 21 years. With a shared belief that everyone should have a place fit to call home, this enduring relationship has evolved over the decades to relentlessly enable vital change and support for those impacted by the housing emergency. Nationwide has donated more than £8.5 million, suppor...

Shortlist: Premier Inn and Restaurants (Whitbread) x Great Ormond Street Hospital Charity partnership

Whitbread (Premier Inn and Restaurants)

Client: Great Ormond Street Hospital

In 2012, the Whitbread and GOSH Charity partnership launched, with the ambition to raise £7.5 million towards the much-needed Premier Inn Clinical Building. Through extraordinary efforts from Whitbread customers, suppliers and team members they achieved their target and the doors to the Premier Inn Clinical Building opened a mere five ...

Thriving not surviving: How a 23-year partnership empowers people to live active and healthy lives

Pentland Brands

Client: In Kind Direct

Everyone deserves access to life’s essentials, which is why for the past 23 years Pentland Brands and In Kind Direct have partnered up to help UK communities access products that help them live a healthy and happy life. Through the partnership, Pentland Brands, the name behind some of the biggest sports and apparel brands such as Mitr...

MID-TERM PARTNERSHIP

winner

KPMG and National Numeracy - National Numeracy Day 2022

KPMG

Client: National Numeracy

highly commended

HSBC UK and Shelter: Breaking the vicious cycle of homelessness and poor financial health

HSBC UK

Client: Shelter

finalist

Charlotte Tilbury x Women for Women International

Charlotte Tilbury Beauty

Client: Women for Women International

finalist

Giving Hope Through Education

Blake Envelopes & Packaging

Client: School in a Bag

finalist

Helly Hansen and RNLI

Helly Hansen

Client: RNLI

finalist

Hilton, Hilton Global Foundation, and Hilton UK Foundation Partner with Aurora Foxes to Help Students with Learning Difficulties Find Work

Hilton, Hilton Global Foundation, and Hilton UK Foundation

Client: Aurora Foxes

SHORT-TERM PARTNERSHIP

Driving 71.5% ROI for RSPCA through CRO maturity coaching

Fresh Egg

Client: RSPCA

We worked with the RSPCA to improve the charity’s online user experience and increase digital revenue. By coaching the charity in conversion rate optimisation (CRO) maturity, we were able to drive a 71.5% return on investment (ROI) from the RSPCA’s digital channels. Our approach involved a comprehensive audit of the charity’s website, ...

Yorkshire Building and Age UK

Yorkshire Building Society

Client: Age UK

Yorkshire Building Society (YBS) and Age UK came together at the start of the pandemic to raise £1million to help support older people across the UK. Despite the challenges of fundraising during a pandemic, we are on track to reach our target. However what makes this partnership even more remarkable is how we’ve worked together strateg...

BEST EMERGENCY RESPONSE PROJECT

Disaster relief in Ukraine

Convatec

Client: Disasters Emergency Committee

Following the onset of war in Ukraine in February 2022, we wanted to do everything we could to support humanitarian relief efforts in the region. With a centrally coordinated effort from colleagues, we supported our charitable partners with contributions valued over $1.5 million.Our contribution included over $1.3 million (UK retail va...

WINNER: Grid for Good

National Grid

Client: The National Association of Citizens Advice Bureaux

Energy costs have skyrocketed since 2021 – a major contributor to the ongoing cost-of-living crisis. According to the Office of National Statistics, 46% of adults who pay energy bills said they found it difficult to afford them, and 60% are using less gas or electricity, in their homes. This poses a threat to health and potentially lif...

CLERKENWELL ALLIANCE

Finsbury Business Centre

Client: The Peel Institute

The Clerkenwell Alliance is a collective of cross-sectoral organisations and individuals that are convened by the company and our charity partner to identify and address issues of concern in the local area. The Alliance consists of organisations from the public sector, the voluntary/community sector, the private sector – including seve...

Deloitte UK supports almost 70 schools and charities during the cost-of-living crisis

Deloitte

Client: Various Charity Partners

Since 2016, Deloitte UK’s 5 Million Futures (5MF) programme has supported nearly 1.9M people to overcome barriers to education and employment, through over 70 charity and school partnerships. When the cost-of-living crisis hit, we supported our partners where they needed it most resulting in: • unrestricted donations of £7,000 to each...

Disability Energy Support - Credit Meter Fuel Voucher Scheme

UK Power Networks

Client: Scope

Disabled people are some of the most impacted by the Cost of Living crisis. Scope research shows they face extra monthly costs of nearly £600.As a result, more people are falling behind on payments and face impossible decisions everyday. Many are being forced to make choices such as turning off assistive medical equipment to save elect...

Human Right to Hygiene

Kimberly-Clark UK

Client: In Kind Direct

In Kind Direct believe everyone deserves access to life’s essentials and that no useable product should go to waste. That’s why, for 25 years Kimberly-Clark have partnered with In Kind Direct to distribute donations of their well-known brands, Huggies, Kleenex and Andrex to a network of over 5,000 charitable organisations, community gr...

OVO's Customer Support Package

OVO

Client: StepChange

In September 2022, OVO announced a £50m Customer Support Package to help the most vulnerable over winter. On average, OVO customer support teams talked to over 250,000 customers every week with the most pressing concerns covering topics including: how to reduce their energy usage, what support is available for vulnerable customers and ...

The Empty Plate Emergency Appeal

The Maverick Group

Client: The Felix Project

CSR TEAM OF THE YEAR

Yorkshire Building Society Social Purpose & Sustainability Team

Yorkshire Building Society

Client: Age UK, Citizens Advice, Good Things Foundation

The 12-person CSR team drives Yorkshire Building Society's purpose: Real Help with Real Life through a set of social initiatives. These include efforts to improve financial wellbeing in the community and supporting people to have a place to call home. As a mutual organisation, we have a long-standing commitment to giving back to the co...

Group Sustainability Team

Legal and General

Legal and General’s approach to CSR for years was characterised by corporate philanthropy and a transactional approach to working with civil society organisations.Resources were spread thinly across a laundry list of causes, little thought was given to how non-financial assets could be leveraged, measurement was focused on deliverables...