Government & Public Service

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad

2020 BRONZE

Your Army Needs You

To meet ambitious recruitment targets in a competitive job market, we needed to raise awareness that the Army were recruiting, and show what the Army offered this generation that they couldn’t find elsewhere. In a modern-day Britain overlooking and undervaluing young people, the campaign challenged stereotypes put on our audience, and showed how the Army spotted their potential. The campaign earned reach of 4.8 billion in 1 week, increased awareness that the Army were recruiting to a 7 year high, and drove a 71% increase in applications after a month.

Brand: The British Army
Client: Capita
Agency: Karmarama
Language: English

2020 BRONZE

Modern Slavery : Hiding in Plain Sight

Modern slavery is a serious hidden crime and far more prevalent in the UK than assumed. It’s all around us, hiding in plain sight. Its victims suffer unthinkable horrors and it costs taxpayers significantly. Communicating directly endangers victims, but we identified that frontline workers often unknowingly interact with victims face-to-face. Through tailored communications, we helped this audience to spot slavery, stop it and save lives by reporting suspected cases. This resulted in 173 victims being identified and an estimated £56 million in savings to the UK.

Brand: Cabinet Office
Client: Cabinet Office
Agency: ENGINE UK
Language: English

2020 BRONZE

The Most Energy Efficient Campaign Ever

California had a dirty little secret. Despite being famous publicly for their eco-progressiveness, in private, individuals didn’t do enough to make a difference. While they were aware of energy actions they could take, many didn’t act. We needed to do more than talk the talk. We needed to show Californians that their little actions add up when taken together. This led to The Most Energy Efficient Campaign Ever: the first campaign where the ads themselves saved energy. In the end, millions of actions were taken and billions of kWh saved.

Brand: Energy Upgrade California
Client: California Public Utilities Commission
Agency: DDB San Francisco
Language: English

FINALISTS

Alcohol. Think Again. One Drink

Republic of Singapore Navy It's not crazy. It's the Navy.

Social Development Bank Shop with Purpose, Empower Productive Families.