Positive Change - Social Good - Diversity, Equity & Inclusion

FILTER BY:

PROGRAM

2024 BRONZE

HACER

In 2020-2021, the goal was to increase applications by 5% each year, over the next three years. We also recognized that Hispanic students needed resources and support beyond financial assistance. We made the decision to evolve McDonald’s (HACER®) from a scholarship into a program and updated its mission and strategy to: prepare, enable, and inspire students to pursue higher education and turn their dreams into a reality. We achieved a 20% increase in submitted scholarship applications and earned media impressions increased by 6291% versus prior year.

Brand: McDonald's
Client: McDonald's
Agency: Alma DDB
Language: English

2023 GOLD

See My Skin

Less than 6% of image-based search results show skin conditions on people of color. And when Black and Hispanic people don’t feel seen in search, they’re less likely to be seen by a dermatologist. Vaseline created See My Skin: the only database designed to search conditions on skin of color. We aggregated thousands of images of the most searched skin conditions, building the world’s most diverse medical image library. Then, we directly connected people of color with culturally competent dermatologists– representing an increase of 1,430% in people seeking dermatological care.

Brand: Vaseline
Client: Vaseline
Agency: Edelman
Language: English

2023 GOLD

LA VOZ DE ELA

Desde la Fundación Esteban Bullrich recaudamos fondos de empresas para crear un hospital de día, pero sin alterar su presupuesto. Nuestro hack fue la locución: usamos IA para reconstruir la voz de Julio Sosa (fallecido por ELA) y creamos un mensaje de concientización, el cual estaría disponible para ser usado por marcas. El monto destinado al fee de locutor iría directo a la Fundación. Recaudamos $ 24.089.000 y +58% donaciones de lo que hubiéramos conseguido usando voz real. 54 coberturas (equivalentes a $6.817.482), radios y OOH cedidas.

Brand: Fundación Esteban Bullrich
Client: Fundación Esteban Bullrich
Agency: BBDO Argentina
Language: Spanish