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

2022 GOLD

Eat Them to Defeat Them by ITV and VegPower: How a big, silly idea solved a big, serious problem

This is the story of how a big, silly idea can solve a big serious problem. It's the story of Eat Them To Defeat Them: a 3 year-long effort to succeed where the efforts of government and parents had so often failed: get kids eating more vegetables. By choice..
It's a story of flipping conventional wisdom, getting people to do the right thing for the wrong reason and, above all, the disproportionate power of a brilliantly counter-intuitive creative idea to create positive behaviour change.
Most importantly, it's a story about getting kids to eat 981 million extra portions of veg.

Brand: ITV
Client: ITV
Agency: adam&eveDDB
Language: English

2022 SILVER

H is for Handwashing

Lifebuoy is the world’s leading hygiene soap brand with a history of actively championing hygiene behaviour to save lives. Global data revealed that 4 out of 5 people do not wash their hands after using the bathroom. Even in the current pandemic, handwashing rates dropped dramatically after an initial spike. To futureproof the world against pandemics, we bucked conventional advertising approaches to partner governments and NGOs to infiltrate early childhood education, in order to hardcode the life-saving behaviour of handwashing as they learn one of the first lessons in life.

Brand: Lifebuoy
Client: Unilever (Global)
Agency: Lowe Lintas
Language: English

2022 SILVER

The Hidden Lifesavers

It’s a rare privilege to create advertising that erodes societal stigma and potentially saves lives.
When given in time naloxone dramatically reverses opioid overdose, saving lives. Provision of naloxone kits had been increasing from 2018 through 2020 (CAGR 8.74%).
Despite these historic increases in the antidote, year on year opioid-related deaths have been increasing. ~3,500 people in the UK died from opioid overdose in 2020;
and 2021 began by tracking below the three previous years and was tracking to finish 16% below target
The Hidden Lifesavers campaign did just that, and with an extremely restricted budget.

Brand: Naloxone, Ethypharm
Client: Ethypharm
Agency: Havas Lynx Group
Language: English

FINALISTS

Lysol Product to Purpose: What It Takes To Protect

The Hundred The Hundred

Pedigree Proving the Power of PEDIGREE®’s Brand Purpose