Small Budgets - Services

This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).

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2017 GOLD

Stopover Buddy

Stopover Buddy has been the most successful global campaign to date for Icelandair, undoubtedly achieved through a strong content rich strategy. With a share of voice of less than 1% against big spending competitors, Buddies delivered 1014 pieces of earned coverage estimated to be worth over £252 million in media value. The campaign increased Stopover bookings by a record 42%, creating incremental value for the business and achieving record recommendation levels of over 90%.

Brand: Icelandair
Client: Icelandair
Agency: The Brooklyn Brothers
Language: English

2017 SILVER

#redefinewomen - A social movement that took sexism out of the dictionary

We live in a world where sexism is still a major issue. In a ‘category’ defined by big political movements and big global brand campaigns, this is a case study about 2 junior agency executives making a significant contribution to a real issue – sexist language in the world’s largest online dictionary.

The resulting social media campaign #redefinewomen, drew attention to numerous outdated sexist definitions on Google Define. The worldwide awareness that the social movement created resulted in 16 definitions being changed and damaging sexist language being removed from over 22 million Google searches per year.

This was achieved with zero budget and without the backing of any movement or brand.

Brand: #Redefinewomen
Client: #Redefinewomen
Agency: Host
Language: English

2017 SILVER

Reword: Changing Online Bullying Behaviour

Bullying has moved from schoolyards to social media, but kids don’t realize the effect their words can have. So, we created Reword, the first real-time alert for online bullying. Using a red strikethrough to prompt young people to reconsider abusive language, Reword helps develop their moral compass by teaching them to self-regulate hurtful comments before hitting send. Within six weeks, the tool was installed on 150,000+ computers; 84% of insults were reworded; and most significantly, we saw a 67% reduction in bullying behavior per user. Reword is creating a new generation that respects each other – online and in real life.

Brand: headspace National Youth Mental Health Foundation
Client: headspace National Youth Mental Health Foundation
Agency: Leo Burnett
Language: English