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

The Force of Love

The aging population caused lots of social issues and it has been jeopardizing the disadvantaged elderly in Taiwan.
7-ELEVEN has long been concerned about the disadvantaged elders and want to call out to the young generation to donate positively, improve the quality of disadvantaged elderly’s life. In order to put 7-ELEVEN's ideal into practice, the creative team comes up with an idea, “Senior social issues are like monsters, we call out to all youngsters to go full hands on to beat them down!”. And created the world's first “The Force of Love” donation box. Incarnating 10 most serious social issues of the elderly as 10 monsters and combined with the unique shaped donation box.
Ordinary donation suddenly became extraordinary.
Instead of putting coins in the donation box, people need to use both of their arms to wrestle with the monsters. Thus, people are not simply donating their money, but at the same time, they are positively defeating the social issues. This certainly attracted young generation to challenge, greatly increasing the frequency of donations and also inspired the young generation to pay more attention to the social issues of the elderly. They have also highly recognized the determination of 7-ELEVEN to actively improve the issue of lonely society.

Brand: 7-ELEVEN Taiwan CSR
Client: 7-ELEVEN
Agency: ADK TAIWAN
Language: Mandarin

2019 BRONZE

Secure Your Account

Emirates NBD, with the objective of reducing the number of fraud victims, alerted all banking customers on the topic of phishing. The campaign was launched with a rendition of Shaggy's timeless song "It Wasn't Me" to grab attention and break through such a dry topic. As expected, this created a huge buzz on social media with 11+ views. Ultimately, in line with the rest of the campaign, this translated into a change of behavior with a 62% decrease in the number of fraud cases.

Brand: Secure Your Account
Client: Emirates NBD
Agency: Leo Burnett (United Arab Emirates)
Language: English

2019 BRONZE

Lifebuoy Shampoo: Mazboot Banegi, Meri Beti Parhegi (My daughter will be stronger because she will be educated)

Pakistan has the second highest number of out-of-school girls in the world. Only 15% of girls of a school going age complete secondary school, and 21% get married before they are 18.As a brand that believes in giving strength to our daughters, Lifebuoy Shampoo wanted to raise awareness on the importance of girl child education and enable them through scholarships.We were able to educate 1500 Girls, reach 6 million people and now we look forward to giving brighter futures to more daughters of Pakistan in the coming years.

Brand: Lifebuoy Shampoo
Client: Unilever (Pakistan)
Agency: Mindshare Pakistan
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual