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
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2022 BRONZE
Keep Girls in School
India has one of the lowest female labour forces in the world. A big reason for this is periods! Yes, periods make 23 million girls drop out of school; crushing their dreams of becoming a doctor, nurse, teacher someday. Whisper, passionate about ‘Keeping Girls In School’ wanted to change this. We organised a pad donation drive, a petition (with UNESCO) to add period education in schools and provided period education online. Resulting in 12% top line growth, 11 million packs donated, 1 million+ petitions; 3 million girls educated on periods.
Brand:
Whisper
Client:
Procter & Gamble Hygiene and Health Care
Agency:
Leo Burnett Mumbai
Language:
English
2022 BRONZE
The Important Choices
Most fashion brands use their ads to show…fashion. But when Bulgaria’s voter turnout reached an all-time low of 60%, the country’s largest online retailer Fashion Days decided there were more important choices than what to wear. So, they blurred all the clothes from their upcoming campaign to highlight an alarming discrepancy - people choose what to wear so carefully, but let others choose our future by not voting. “Election Days” reached over 500K people, becoming Fashion Days’ most talked-about campaign ever. Without showing a single fashion item.
Brand:
Fashion Days
Client:
Fashion Days
Agency:
Human Advertising
Language:
English
2022 GLOBAL GRAND CONTENDER
The disease that Ukraine doesn’t notice
Lung cancer is the deadliest form of cancer, yet the general public in Ukraine doesn’t pay attention to it. To draw attention to the problem during the time of the pandemic, Roche held a light and musical drones performance in the heart of Kyiv. The project reached 14,000,000 contacts in 1 day with $0 media investments and 76% of mentions of the large pharmaceutical company Roche. According to Google Trends analytics, it was in November 2020 that the peak of annual search queries on lung cancer was recorded.
Brand:
Roche
Client:
Roche Ukraine
Agency:
Gres Todorchuk PR
Language:
English
FINALISTS
Pure Leaf Iced Tea
The "No" Grants
Chick-fil-A
The Brake Room
McDonald's
Eating Equally with Eatqual
