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

2023 GOLD

Changing Education To Keep Girls In School

Every year 23 million girls drop out of school. One chapter that could save them, was never printed in schoolbooks due to a taboo against menstruation. We created history and wrote the Missing Chapter explaining the biology behind periods. It was read out in our film, through news readers on TV, by citizens on social media. Local artists from 25 states painted the chapter on school walls creating hand-painted native wall-art, for girls living in media-dark areas. Petition to include it in schoolbooks was committed to by key state governments.

Brand: Whisper
Client: Procter & Gamble
Agency: Leo Burnett Mumbai
Language:

2023 GOLD

Together this Ramadan: Helping to bring representation to the table

Muslims were consistently ignored and misrepresented in advertising; winning back trust was no mean feat. One campaign wouldn’t solve discrimination, but every little helps. Tesco decided to bring the Muslim community into their creative process. Results were a campaign that not only improved brand perceptions, but actively made British Muslims feel more included in society. Its scale, removal of the hero Tesco product (food), its collaborative inclusion of the community were a first. Only live for Ramadan in 2022, the ripple effects are still being felt, changing marketing’s narrative around inclusivity, raising expectations and inspiring countless further campaigns.

Brand: Tesco
Client: Tesco
Agency: ESSENCE MEDIACOM
Language: English

2023 GOLD

Vodafone Discoverage

“Together let’s go big” is the story of a movement based on a collective that goes beyond McDonald’s to include suppliers, farmers, and businesses the brand has been working hand in hand with. The objective? Improve positive advocacy for McDonald’s by showcasing how a decision taken by the brand and implemented with its partners can have a massive positive impact on the planet, the economy, and our health. The results far surpassed our ambition: +25 pts in positive advocacy from clients exposed to the campaign compared to clients who weren’t.

Brand: Vodafone Discoverage
Client: VODAFONE ROMANIA
Agency: McCann Worldgroup Romania
Language: English

FINALISTS

McDonald's Eating Equally with Eatqual

MyHooman Give Up on Humans

Ferrero Kinder Unmask Fears