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

2019 BRONZE

Jane Walker: Walking Towards Gender Equality in America

As a brand that believes progress is possible and beneficial for all, Johnnie Walker felt it had a responsibility to support those forging the future of America. In 2018, women were the ones shaping a better tomorrow for our country. We bravely seized Women’s History Month by introducing Jane Walker to celebrate the achievements of women, the men supporting them, and their shared journey towards gender equality. In doing so, we ignited a cultural conversation with 1.5 billion earned impressions in the first week.

Brand: Johnnie Walker
Client: Diageo North America
Agency: Anomaly
Language: English

2019 BRONZE

BACK2LIFE — the hack that got gamers to learn life-saving CPR.

In China, less than 1% know how to perform CPR.
As a matter of life and death, we needed to get more people to learn this life-saving skill.
Most people only think about CPR when they’re faced with death. Since China plays more online video games than any other nation on earth, we created BACK2LIFE — the hack that got gamers to learn life-saving CPR.
Working with one of the country’s biggest game developers, we hacked Blood River. For two weeks, we surprised gamers with hands-on CPR training built right into the game itself.
When gamers lost a life, they had to perform CPR on their characters to bring them back to life.
The more they played, the more they learned how to perform this life-saving skill.
During the two-week hijack, over 3 million gamers performed CPR training to bring their characters back to life.
Which just goes to show: when it comes to life and death, it helps to know CPR.

Brand: Samsung
Client: Samsung
Agency: Cheil PengTai
Language: Mandarin

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

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual