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 SILVER

Stop The Beauty Test

90% of Indian women have arranged marriages and are subjected to the cruel practice of ‘the beauty test’ in the match-making process, that diminishes their self-esteem. ‘Stop The Beauty Test’ was movement to create meaningful change and a step towards achieving Dove’s ambition of an inclusive world where women enjoy beauty on their own terms. The campaign made headlines and got the nation talking about the issue. It resulted in a significant improvement in positive brand perceptions, a 10% increase in brand love and a 25% increase in consideration.

Brand: Dove
Client: Hindustan Unilever
Agency: Ogilvy Mumbai
Language: English

2022 SILVER

H is for Handwashing

Lifebuoy is the world’s leading hygiene soap brand with a history of actively championing hygiene behaviour to save lives. Global data revealed that 4 out of 5 people do not wash their hands after using the bathroom. Even in the current pandemic, handwashing rates dropped dramatically after an initial spike. To futureproof the world against pandemics, we bucked conventional advertising approaches to partner governments and NGOs to infiltrate early childhood education, in order to hardcode the life-saving behaviour of handwashing as they learn one of the first lessons in life.

Brand: Lifebuoy
Client: Unilever (Global)
Agency: Lowe Lintas
Language: English

2022 SILVER

The Hidden Lifesavers

It’s a rare privilege to create advertising that erodes societal stigma and potentially saves lives.
When given in time naloxone dramatically reverses opioid overdose, saving lives. Provision of naloxone kits had been increasing from 2018 through 2020 (CAGR 8.74%).
Despite these historic increases in the antidote, year on year opioid-related deaths have been increasing. ~3,500 people in the UK died from opioid overdose in 2020;
and 2021 began by tracking below the three previous years and was tracking to finish 16% below target
The Hidden Lifesavers campaign did just that, and with an extremely restricted budget.

Brand: Naloxone, Ethypharm
Client: Ethypharm
Agency: Havas Lynx Group
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual