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
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.
Agency: The Martin Agency
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.
Agency: McCann New York
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.