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

2020 GOLD

#StopMithani

Indians are reluctant donors with a “Why give up something for someone else?” mindset. People donate blood only if it’s for someone they care about. With this insight, we built empathy towards Mr. Mithani, who has donated blood 151 times in the last 30 years. Now that he’s 65, donating could be harmful to his health. #StopMithani asked people to come out and donate blood so that he doesn’t have to. We got 3,66,572 new donors in just 1 day and collected 3.11 lakh units of blood, saving lives of 9,33,000 Indians.

Brand: HDFC Bank
Client: HDFC Bank
Agency: The Leo Group
Language: English

2020 GOLD

Go Back To Africa

While the racial slur “Go Back to Africa” suggests to our target market, African Americans, that they are unwelcome in their own country, it also perpetuates a narrative that Africa is an undesirable destination. This campaign helped African Americans reclaim the phrase. It effectively took power away from those who spread hate, turning their negative slurs into messages of positivity. By illustrating a more racially representative depiction of travel to Africa, it also aided in shifting African American perceptions of (and travel intent to) the continent.

Brand: Black & Abroad
Client: Black & Abroad
Agency: FCB/SIX
Language: English

2020 SILVER

Project #ShowUs

70% of women worldwide say they don’t feel represented in the images they see every day in the media. You can’t be what you can’t see – lack of representation affects womens' health, relationships and opportunities in life. Project #ShowUs is a partnership with Getty Images, Girlgaze and women worldwide to shatter beauty stereotypes at an unprecedented scale. 

Brand: Dove
Client: Unilever
Agency: Razorfish
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual