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



Deleting the Digital Divide

This is the story of Vodafone’s movement to delete the digital divide. In a post Covid world, almost completely reliant on digital connection, as many as 1.5 million British households have no access to the internet. These families don’t just miss out on the little things, it impacts their very life chances. Vodafone started a nationwide campaign to educate the country that digital connection was a life essential and inspire the public to act. Through partnerships, activations and even re-boxing a public holiday, we connected over 1.4 million people, smashing our KPIs and turbo-charging brand consideration in the process

Brand: Vodafone
Client: Vodafone
Language: English


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


Due to the pandemic, 350+ buskers were banned from performing on the streets of Singapore as part of COVID-19 safety measures. This left our buskers, who already do not earn much, with no income from busking for over a year. Our buskers are an integral part of Singapore’s art scene, contributing to the vibrancy of Singapore’s art and culture. As a national media network and champion of local creativity, Mediacorp wanted to make a positive change in the lives of our street performers and help them earn a sustainable income.

Brand: Mediacorp
Client: Mediacorp

2023_ap_2023_sc-bs001_hero_1 McDonald's Eating Equally with Eatqual
2023_ap_2023_sc-bs002_hero_1 MyHooman Give Up on Humans
2023_eu_2023_e-821-690_hero_1 Ferrero Kinder Unmask Fears

Filter by:
+ Add More Filters

To browse winners in this category from previous years