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 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

2020 BRONZE

Time to See Red

To drive donations to Heart & Stroke and improve the charity’s brand equity, we made women See Red by raising awareness of inequities in the Canadian health care system which cause women to die unnecessarily.  Our efforts caused online donation revenue to Heart & Stroke to increase by more than 20%, even though media spend on the campaign declined by more than twice as much versus the previous year. Key to our success, was making Canadians realize heart disease and stroke isn’t just a man’s disease, it’s a woman’s.

Brand: Heart & Stroke
Client: Heart & Stroke Foundation
Agency: Ogilvy & Mather
Language: English

FINALISTS

NHS Organ Donation Waiting to Live: Shining a light on children waiting for a transplant

Un Women Child Wedding Cards

AdCouncil Fentanyl Awareness Substitute Dealers