Positive Change - Social Good - Diversity, Equity & Inclusion

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2024 BRONZE

Ponete en mis ojos

La campaña "Ponete en mis ojos" de Teletón 2023 intervino todo un país, logrando que las personas vivieran en primera persona cómo es ver con las principales enfermedades visuales de los pacientes del área de Oftalmología del Hospital Nacional de Niños. A traves de la primera experiencia digital de "realidad reducida", del primer torneo de e-sports con baja visión, y de multitud activaciones analógicas, se logró recaudar más del objetivo, incluso sufriendo una de las peores crisis de relaciones públicas justo días antes del programa.

Brand: Teletón 2023
Client: Club Activo 20-30
Agency: Publimark MullenLowe
Language: Spanish

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