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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2019 BRONZE
#Like A Girl# public welfare brand construction
Puberty girls lack self-confidence while facing physical changes, but they have never received social attention. With this insight, the biggest female care brand Always launched this global campaign called “Like A Girl” in 2014, which aims to empower girls when they are in puberty.
When it comes to the localization in china in 2016, Whisper LikeAGirl was a little charitable case intending to help girls in deprived areas. However, we got many responses from the society, most of which are good voices. With a lot of support, this campaign led to an internet sensation. We gained sufficient financial support and we decided to expand the scale from simply focusing on puberty of girls' in remote villages to all the girls' around our nation, from physical health care to mental health care. For example, we invited many female influencers including Diliraba（） to be our ambassadors. Leveraging her 40 million followers on her social media, we designed a campaign to encourage her and her fans to change their profile pictures into the ones when they were about 12 years old, so that they can regain the courage before their puberty and be a "crazy kid" again. Besides, more and more girls NGO and NPO such as the UN WOMEN joined in this girls’ movement.
LikeAGirl campaign keeps moving and influencing these 5 years. Thus far, we already influence more than 85% puberty girls in China. LikeAGirl is not only a brand campaign, but also a charity brand.
Brand:
Whisper
Client:
Procter & Gamble (Guangzhou) Ltd.
Agency:
linksus guangzhou
Language:
Mandarin
2019 BRONZE
Guardians of Nature
Our planet is on the brink. We haven’t learned how to grow our economy without harming nature. We started to see life-threatening impacts of climate change and preserving forests is one way to fight it.
Technology can save the earth. Huawei as a leading ICT brand is committed to make good use of AI and Cloud. Partnering with Rainforest Connection, they created the first bio-acoustic system to understand the spider monkey and preserve the rainforest.
We created a new narrative for Huawei: Technology for Good, demonstrating that a technology company can both make a difference and grow their business.
Brand:
HUAWEI
Client:
Huawei
Agency:
Ogilvy Shenzhen
Language:
Mandarin
FINALISTS
McDonald's
Eating Equally with Eatqual
MyHooman
Give Up on Humans
Ferrero
Kinder Unmask Fears
