In March 2024, BLAKE (formerly Sir Peter Blake Trust) celebrated 20 years of dedicated work to empower New Zealanders to commit to a sustainable future for Aotearoa, carrying forward the conservation leadership legacy of the world’s most accomplished yachtsman, Sir Peter Blake.

To mark this significant milestone, Anthem partnered with BLAKE to produce its first Impact Report, demonstrating the enduring influence its environmental programmes have had on young Kiwis by inspiring and educating them to become environmental leaders and conservation kaitiaki. The strategy adopted was to quantify and qualify the impact BLAKE and its programmes have had on people, communities and the environment, to commemorate the auspicious moment and provide an asset BLAKE can use to engage and influence future partners and supporters.

The report was launched to the media to raise awareness of the milestone and to spread the wider message and values of BLAKE, as well as to key stakeholders. Top tier media coverage was secured that reflected the achievements and impact BLAKE has made on people and the planet over the past 20 years and shared its vision for the future. The anniversary and impact report were integrated with the 2023 BLAKE Leader Awards, which Anthem consulted on in development and leveraged via the media. The campaign was timed around Pippa, Lady Blake’s visit to New Zealand from her home in England.

As BLAKE Patron, Pippa participated in the awards, provided a foreword to the impact report talking about her late husband’s conservation and climate action work, and gave a rare interview, with Seven Sharp, reflecting on 20 years of BLAKE impact. Former Prime Minister Helen Clark received the Lifetime Achievement Award at the BLAKE Leaders Awards, and provided a foreword for the report, reflecting on her role in helping to establish the Sir Peter Blake Trust in 2004. After the awards, Anthem engaged with media to profile the award recipients and raise awareness of the awards and their value.