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

2023 GLOBAL GRAND CONTENDER

The Missing Peace

Peace in Lebanon is fragile, even though it has been involved in peacebuilding dialogues. But at its peace table, there are only men. To denounce women’s exclusion from peace talks and nation-building exercises, we took away 50% of letters from Lebanon’s primary media channels for a day, showing Lebanon and the world that without half the population represented, the conversation around peace was incomplete. The last parliamentary election witnessed the highest-ever women candidates. The campaign garnered over 693 million impressions and made #1 trending topic on Twitter for 3 days.

Brand: UN Women
Client: UN Women Lebanon
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

2022 GOLD

Senior Constable Laurie Fox

Victoria Police have lost 20 officers to suicide since 2012. As one Police Officer explained in research, “The uniform is more than simply clothing. It says...you will be resilient and rise above situations – almost bulletproof “. This belief, combined with an environment that shut down conversations about suicide, meant a radical approach to shifting attitudes and behaviours was needed. Research provided an insight driven direction that resulted in a brave and innovative piece of work that is starting to overturn a culture that has been embedded for 165 years.

Brand: Victoria Police
Client: Victoria Police
Agency: HERO Melbourne
Language: English

2022 GOLD

Call Girls

In 2020, prostitution in Sweden resurfaced to the public scene. However, all the attention was directed to the pain of the perpetrator, while the exploited women remained backstage. To shift focus of the discourse towards the ones actually affected, Talita launched 0939-1915: a new kind of call girl service that put the victims of sex trade on phone with the public. The campaign got viral, reached 80% of Swedes, increased total donations by SEK 2 million and led to a 62% increase of monthly donors.

Brand: Call Girls
Client: Talita
Agency: Åkestam Holst NoA
Language: English

FINALISTS

AdCouncil Fentanyl Awareness Substitute Dealers

Down Syndrome International Meet Kami

Magna fundraising Children: Testimony of War