Positive Change - Social Good: Non-Profit

Recognizing non-profit organizations and associations whose communications efforts have effectively driven positive change for society and successfully contributed back to the organization's purpose.  Campaigns must show measurable impact and pro

2022 BRONZE

We are the NHS: Live 1000 Lives

The past two COVID-19 years have reminded everyone of the importance of the NHS. However, they have also heightened the belief that working in the NHS is all about sacrifice.
We launched ‘Live 1000 Lives’ to remind people of the personal benefits of a career in the NHS. It’s a career where you experience life in all its richness allowing you to grow and develop like no other career.
We inspired tens of thousands of people to embark on meaningful careers in the NHS, saving millions of pounds in alternative staff costs, delivering the continued protection of the nation’s health.

Brand: NHS England
Client: NHS England
Agency: MullenLowe Group UK
Language: English

2022 BRONZE

UNseen Story

Genital mutilation, domestic violence, marital rape … illegal to show but in many countries legal to do. How do you raise awareness of these issues when you can’t legally show them? ‘The UnSeen Story’ leveraged a grey area in media regulations to shine a light on gender-based violence. By pixelating pictures of these atrocities paired with direct copy, suddenly unseen issues became seen.

Brand: United Nations Women
Client: UN Women
Agency: MullenLowe
Language: English

2022 BRONZE

Project: Sugar Free

Sugaring is one of the fastest growing onramps to sex trafficking. Using social listening tools, we stumbled into a world where wealthy exploiters use social media to aggressively groom youth under the guise of fast money, gifts and travel. Using a digital approach against them, we created a technology-enabled communications program to intercept exploiters and victims, hijacking the conversation. While our real goal was to save just one youth from a sugaring life, we have been able to intercept 10,750 conversations, de-platform 23 exploiters and remove 1,798 posts from Twitter.

Brand: StolenYouth
Client: StolenYouth
Agency: DNA
Language: English

FINALISTS

AdCouncil Fentanyl Awareness Substitute Dealers

Down Syndrome International Meet Kami

Magna fundraising Children: Testimony of War