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

2020 SILVER

40,000 Strong

It took 40,000 toy soldiers to put the plight of medically discharged veterans onto the political agenda during the 2019 election year. This campaign used the power of creativity to simultaneously engage the country in the plight of veterans in peacetime, effect political change and bring a swathe of new supporters to the charity Help for Heroes with lucrative long-term benefit. Because of this campaign, the UK government is finally reviewing the medical discharge process; and for every £1 spent on it, £3.50 will be returned to Help for Heroes.

Brand: Help for Heroes
Client: Help for Heroes
Agency: McCann London
Language: English

2020 BRONZE

Beyond the Label

Singapore has a long history of lecture-y government campaigns aimed at changing behaviour: speak better English; ride escalators properly; stop spitting in elevators, etc. For the first campaign aimed at getting Singaporeans to be more supportive of people with mental health conditions, a different approach was needed. Instead of telling people what to do, “Beyond The Label” powerfully reveals the negative impacts of the behaviour that needs changing. This drove significant positive shifts in Singaporeans’ inclusion of people with mental health conditions and created impact well beyond the campaign period.

Brand: National Council of Social Service
Client: National Council of Social Service
Agency: McCann Worldgroup Singapore
Language: English

2020 BRONZE

The "Mensus"

THE RESEARCH PROJECT THAT BECAME A CAMPAIGN. In 2017, Movember created their boldest campaign yet. A single letter – yes, just one – raised $1.7m, won an Effie Gold, and saved lives. The next one was even more innovative. We took the research project for Movember’s new campaign and made it into the campaign! The results: 36%YOY growth in “mo”s and a new record $2.4m in donations - 40% up on the previous award-winner. All with a media budget of $0.00. The “Mensus” is now Movember’s most effective campaign ever.

Brand: Movember
Client: Movember
Agency: BC&F Dentsu
Language: English

FINALISTS

AdCouncil Fentanyl Awareness Substitute Dealers

Down Syndrome International Meet Kami

Magna fundraising Children: Testimony of War