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

2015 SILVER

Always #LikeAGirl

Girls experience the biggest drop in confidence during puberty, around the same time as their first period. As a society, we contribute to that drop, often without even recognizing it. Always wanted to change this, so they created a rallying cry to reverse the meaning of a common playground insult to champion girls confidence through the #LikeAGirl campaign. #LikeAGirl gave life to our brand purpose and inspired our target. It created a global movement with 76MM views and spread beyond our wildest expectations!

Brand: Always
Client: Procter & Gamble
Agency: Leo Burnett Chicago
Language: English

2014 GOLD

Help A Child Reach 5

Diarrhea is the second leading cause of death among children under five worldwide. It kills more children than malaria, AIDS, and measles combined. Yet most are unaware of this fact and that this tragedy can be easily prevented by the simple act of washing hands with soap. Lifebuoys social mission is to make a genuine impact on child deaths from diarrhoea and pneumonia by changing the hand-washing habits. Lifebuoys initiative called Help A Child Reach 5 proves that soap is a powerful means to save lives.

Brand: Lifebuoy
Client: Unilever
Agency: Lowe Lintas
Language: English

2014 SILVER

Killer Jeans: Making an Environmental Cause Fashionable to the Indian Youth

In a country that faces routine water shortages, Killer JeansIndias leading denim brand by sales--believes that saving water is a social responsibility. In 2012, it launched a new line of Water Saver jeans that cut water usage for a single pair by 80%. The challenge for Killer Jeans was to convince the youth to care about Water Saver Jeans, and make them pay more for it. Through Show your Green Side, Killer Jeans embedded the marketing idea within the product itself and made an environmental cause a fashion statement.

Brand: Killer Jeans
Client: Kewal Kiran Clothing Limited
Agency: Grey Worldwide India Ltd
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual