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



Help A Child Reach 5

Diarrhea is the second leading cause of death among children under five worldwide. It kills more children than malaria, AIDS, and measles combined. Yet most are unaware of this fact and that this tragedy can be easily prevented by the simple act of washing hands with soap. Lifebuoys social mission is to make a genuine impact on child deaths from diarrhoea and pneumonia by changing the hand-washing habits. Lifebuoys initiative called Help A Child Reach 5 proves that soap is a powerful means to save lives.

Brand: Lifebuoy
Client: Unilever
Agency: Lowe Lintas
Language: English

Killer Jeans: Making an Environmental Cause Fashionable to the Indian Youth

In a country that faces routine water shortages, Killer JeansIndias leading denim brand by sales--believes that saving water is a social responsibility. In 2012, it launched a new line of Water Saver jeans that cut water usage for a single pair by 80%. The challenge for Killer Jeans was to convince the youth to care about Water Saver Jeans, and make them pay more for it. Through Show your Green Side, Killer Jeans embedded the marketing idea within the product itself and made an environmental cause a fashion statement.

Brand: Killer Jeans
Client: Kewal Kiran Clothing Limited
Agency: Grey Worldwide India Ltd
Language: English

The Battle to Win Back New York

In 2012, Citi needed a disruptive way to revive its troubled brand in its hometown, New York. The City needed a sponsor with the vision and courage to invest in getting a city-wide bike share program off the ground. They came together, and Citi Bike was born. Prelaunch, the program faced bikelash from naysayers. But we converted even the hardened cynics. This is the story of how Citi Bike became a win for Citi, for New York and for New Yorkers proving 'goodworks' can benefit both business and society.

Brand: Citi
Client: Citi
Agency: Publicis Kaplan Thaler
Language: English

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

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