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

2024 GOLD

ADLaM: An Alphabet to Preserve a Culture

By the end of the century 90% of the world’s languages could be extinct, according to the U.N. Pulaar was one of them. It was the language of the Fulani people, a community of 60 million people spread across West Africa and the world. Pulaar had no writing system. Two brothers, in 1989, began working on an alphabet. Fast forward to the present, Microsoft worked with them and their community to revise, optimize and help digitize their alphabet preserving their culture for generations to come.

Brand: Microsoft
Client: Microsoft
Agency: McCann NY
Language: English

2024 BRONZE

Protect our Protectors

Coors Banquet was in decline, our core consumer was aging and awareness with 21+ drinkers was lower compared to brands like Budweiser and Modelo. Despite being outspent many times over by our competitors, Coors Banquet was able to turn the brand around with ‘Protect our Protectors’ while raising donations for wildland firefighters, with a 4.9% increase in barrel sales, a 9.2% increase in buy rate, over 10ppt increase in awareness and $300K in donations raised.

Brand: Coors Banquet
Client: Coors Banquet
Agency: Mischief @ No Fixed Address
Language: English

2023 GOLD

Changing Education To Keep Girls In School

Every year 23 million girls drop out of school. One chapter that could save them, was never printed in schoolbooks due to a taboo against menstruation. We created history and wrote the Missing Chapter explaining the biology behind periods. It was read out in our film, through news readers on TV, by citizens on social media. Local artists from 25 states painted the chapter on school walls creating hand-painted native wall-art, for girls living in media-dark areas. Petition to include it in schoolbooks was committed to by key state governments.

Brand: Whisper
Client: Procter & Gamble
Agency: Leo Burnett Mumbai
Language:

FINALISTS

Pure Leaf Iced Tea The "No" Grants

Chick-fil-A The Brake Room

McDonald's Eating Equally with Eatqual