Positive Change - Social Good: Brands

Recognizing brands that are making the world a better place by using the power of their communications platforms for "good."  This category celebrates for-profit brand efforts that effectively combined business goals with a social cause (he

2022 GOLD

One House To Save Many

Each year, hundreds of thousands of Australian homes are destroyed or damaged by extreme weather. To help solve this problem, Suncorp partnered with the CSIRO, James Cook University and Room 11 Architects to create ‘One House To Save Many’, the world’s first home designed, scientifically tested, and built to withstand cyclones, floods and bushfires. Led by a documentary on broadcast TV, the campaign highlighted the problem, the testing process, product features, and showcased resilience experts, as well as real Australians who had lost their homes to extreme weather.

Brand: Suncorp
Client: Suncorp Insurance
Agency: Leo Burnett Sydney
Language: English

2022 GOLD

Eat Them to Defeat Them by ITV and VegPower: How a big, silly idea solved a big, serious problem

This is the story of how a big, silly idea can solve a big serious problem. It's the story of Eat Them To Defeat Them: a 3 year-long effort to succeed where the efforts of government and parents had so often failed: get kids eating more vegetables. By choice..
It's a story of flipping conventional wisdom, getting people to do the right thing for the wrong reason and, above all, the disproportionate power of a brilliantly counter-intuitive creative idea to create positive behaviour change.
Most importantly, it's a story about getting kids to eat 981 million extra portions of veg.

Brand: ITV
Client: ITV
Agency: adam&eveDDB
Language: English

2022 SILVER

#PrideHair

FEATURING TWO TRANSGENDER JOB-SEEKERS AS ROLE MODELS, PANTENE IGNITED A CULTURAL CONVERSATION FOR A MORE LGBTQ FRIENDLY SOCIETY. “As a male or female, which gender should I present myself while job-hunting?” – while most job-seekers worry about their career path, LGBTQ candidates also have to worry about their gender. In the country where uniformity and conformity are considered virtues, LGBTQ job-seekers are ignored by society. By featuring two successful transgender job-seekers as role models, Pantene not only inspired future LGBTQ job-seekers, but also motivated Japanese companies to become more LGBTQ-friendly.

Brand: Pantene
Client: Procter & Gamble
Agency: GREY Tokyo
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual