WINNER: Phil Wiggins

Runners-up: Eunice Cooper, Simone Plant, Charlie’s Angels

Each of this year's four finalists has done so much for good causes that judging this category was, our panel said, an almost impossible task. Eunice Cooper and the Charlie’s Angels have spent many years raising hundreds of thousands of pounds for worthy causes, and Simone Plant has raised a stunning amount to help families in memory of her grandson Riley.

In the end, the judges had to turn back to the category’s specification – which calls for unusual and innovative fundraising methods – to help them pick a winner. The prize went to Phil Wiggins for his eye-catching and frankly breathtaking “Wiggo 4,000” challenge to run, cycle and swim 4,000 miles between turning 40 and reaching his 41st birthday, all to raise £4,000 for the Alzheimer’s Society. He ended up raising more than £7,000.

And as Phil's 41st birthday fell on the day the awards ceremony, he ended the year long challenge as he was presented with the award, and a birthday cake to mark the special day.

Accepting the award, Phil said: "The idea behind this challenge was to get sponsorship outside my normal group of friends and family.

"It's been pretty tiring, but I am hooked on exercise now and I'll have to keep going."

His wife Helena added: "It's incredible, I am so proud of him it brings me to tears sometimes."