Positive Change - Social Good - Diversity, Equity & Inclusion

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2024 SILVER

CROWN PROUD

Fewer than 1/3 of Black Women are aware of The CROWN Act and many still fear wearing their natural hair will cost them opportunities. Our objective was to drive awareness leveraging the insight their confidence diminishes in professional settings. Activated across multiple touchpoints, the CROWN PROUD campaign drove 1B earned impressions, a 63% increase in social engagement, and increased CROWN Act awareness by 10 points. We turned a simple hashtag into a powerful rallying cry against race-based hair discrimination where Black women nationwide could boldly exhibit confidence in their crowns.

Brand: Dove
Client: Dove

Agency: The House of JOY
Language: English

2024 SILVER

Welcome to the Group

En Costa Rica, miles de niñas faltan a clases cuando están con su menstruación. Por eso, Nosotras Women Connecting, una ONG que promueve los derechos de las mujeres, propuso una ley que eliminaría los impuestos de lujo a los productos para gestionar la menstruación y los daría de manera gratuita en las escuelas. Cambiamos la Regla, convenciendo a los 57 diputados a aprobar una ley que ni siquiera estaba en su radar. Por eso hackeamos sus mentes para hacerlos pensar que pasar el proyecto de ley los haría más populares.

Brand: Cambiemos La Regla
Client: Nosotras Women Connecting
Agency: PHD
Language: Spanish

2024 SILVER

NFL Run With It: The Game We Love, Liked We'd Never Seen It Before

Run With It was a big play in a long-term playbook to fuel the global flag football movement. We inspired young women and Latinos to play, drove flag fever and showed that football belongs to everybody. In the first ever female-led NFL Super Bowl campaign, Diana Flores proved that no matter your gender or nationality, you can not only play football, you can define its future. The campaign even helped buttress IFAF x NFL’s successful petition for flag football to be an Olympic sport at LA2028.

Brand: NFL
Client: NFL
Agency: 72andSunny Los Angeles
Language: English