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 BRONZE

Product to Purpose: What It Takes To Protect

Lysol is known for killing 99.9% of germs – so when Covid hit, it was flying off shelves. But to live up to our purpose of helping keep your loved ones illness-free, we had to do more. Because Lysol kills germs on surfaces, but Covid primarily spreads through the air. So we empowered people with What It Takes to Protect, from vaccines to classroom healthy habits. As a result, Lysol is significantly more associated with “illness protection” vs. our #1 competitor.

Brand: Lysol
Client: Reckitt
Agency: McCann New York
Language: English

2023 GLOBAL GRAND CONTENDER

Eat Them to Defeat Them by ITV and VegPower: How a big, silly idea solved a big, serious problem

This is the story of a big, silly idea that helped solve a big, serious problem.  ‘Eat Them to Defeat Them’ is a long-term campaign aiming to get kids eating more vegetables. By choice.  It’s a story of flipping conventional wisdom, getting people to do the right thing for the wrong reason and, above all, the disproportionate power of a brilliantly counter-intuitive creative idea to create positive behaviour change, leading to kids voluntarily eating a whopping 981 million incremental portions of veg.

Brand: ITV
Client: ITV
Agency: adam&eveDDB
Language: English

2023 GLOBAL GRAND

Reverse Selfie

By exposing the hidden damage that selfie taking was having on girls’ self-esteem, Dove regained its voice in culture and broke away from the encroachment of competitors in the ‘Real Beauty’ territory. Dove exposed social media filtering and photo-editing apps as the new biggest threats to beauty confidence, starting a conversation, offering help to those affected, and driving cross category sales and brand favourability. The campaign generated mass awareness for the issue and the actions taken by Dove, earning 6bn+ impressions, while reasserting Dove’s role in challenging unrealistic beauty standards.

Brand: Dove
Client: Unilever (Dove)
Agency: OGILVY UK
Language: English

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual