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

2023 SILVER

#RetireInequality

TIAA believes in everyone's right to a dignified and secure retirement—a topic young Americans would rather not think about. We had to get them to listen, so we focused on what they do think about: equality. Specifically the staggering statistic that women retire with 30% less than men. As an underdog who's always fought for the underdogs, we launched #RetireInequality, giving TIAA a platform to share their mission and fight for what’s right.

Brand: TIAA
Client: TIAA
Agency: The Martin Agency
Language: English

2023 BRONZE

Product to Purpose: What It Takes To Protect

Lysol is known for killing 99.9% of germs – so when Covid hit, it was flying off shelves. But to live up to our purpose of helping keep your loved ones illness-free, we had to do more. Because Lysol kills germs on surfaces, but Covid primarily spreads through the air. So we empowered people with What It Takes to Protect, from vaccines to classroom healthy habits. As a result, Lysol is significantly more associated with “illness protection” vs. our #1 competitor.

Brand: Lysol
Client: Reckitt
Agency: McCann New York
Language: English

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

FINALISTS

Crown Royal Kick Off With Crown

Lysol Product to Purpose: What It Takes To Protect

The Hundred The Hundred