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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

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Lifebuoy Shampoo: Mazboot Banegi, Meri Beti Parhegi (My daughter will be stronger because she will be educated)

Pakistan has the second highest number of out-of-school girls in the world. Only 15% of girls of a school going age complete secondary school, and 21% get married before they are 18.As a brand that believes in giving strength to our daughters, Lifebuoy Shampoo wanted to raise awareness on the importance of girl child education and enable them through scholarships.We were able to educate 1500 Girls, reach 6 million people and now we look forward to giving brighter futures to more daughters of Pakistan in the coming years.


Brand: Lifebuoy Shampoo
Client: Unilever (Pakistan)
Agency: Mindshare Pakistan
Language: English

Befriend your grandma

Telecom category revenue is growing with Internet consumption, which is provided by young people. The proportion of elderly subscribers who do not use the mobile Internet is large. Tele2 decided to engage the age segment but not to lose young users.Tele2 saw in this a socially significant mission. Due to the lack of involvement in the Internet, older people are limited in communication with the closest ones. Tele2 decided to engage them on the Internet with the help of motivating teachers - grandchildren - and turned to them as part of the digital campaign “Add Grandma to Friends”.


Brand: Tele2
Client: T2 Mobile LLC
Agency: McCann Moscow
Language: English, Russian

Airbnb – Until we all belong.

In 2017, Airbnb set out to lead a mass conversation on Australian marriage equality with the aim of driving real social change. Launched in April 2017, #UntilWeAllBelong centered on an incomplete wedding ring designed to represent the gap in equality in Australia. An integrated campaign drove over 110,000,000 media impressions, becoming the largest corporate push for marriage equality (and any LGBTQI issue) in history. And most importantly, the conversations we sparked helped to create change with a national plebiscite on same-sex marriage announced in September 2017.


Brand: Airbnb
Client: Airbnb
Agency: Clemenger BBDO
Language: English

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