Charities, Public Health & Safety & Public Awareness Messages

The Shortlist
CAMPAIGN
XTL
AGENCY
UM
CLIENT
Australian Government
BRAND
Department of Social Services
DETAILS
CAMPAIGN SUMMARY

Our task was to encourage teens to be respectful in their early relationships to prevent violence later in life.  The trouble is, for teens any relationship (even a bad one) was better than no relationship at all.
 
Teen conversations now live online through social media platforms but the lack of policing in these environments had left teenagers vulnerable to online abuse.
 
Our idea was to create an online term teenagers could use to call out behaviour they considered to be ‘crossing the line’.
 
And so ‘#XTL’ was born – shorthand for ‘crossing the line’.  Whether an insulting or hurtful comment from a boyfriend or sharing a private picture without consent, from now on wherever the line has been crossed, it’s XTL.
 
The campaign was phased to establish, seed and cement the term – using key influencers, celebrities and media to prompt conversation and debate. As a result, 80% of teens who were aware of the campaign correctly identified the term, and a third said their friends had used it. 16,000 conversations were generated, 108,000 social interactions and over 21 million social interactions were recorded.
 
We had given teens the confidence and the means to discuss, call out and self-regulate abusive online behaviours. 
 
CAMPAIGN
The Soil Restaurant
AGENCY
TBWAHAKUHODO
CLIENT
Protoleaf
BRAND
100% Organic Soil
DETAILS
CAMPAIGN SUMMARY

Protoleaf is a Japanese gardening soil brand. However, concerns about nuclear radiation from Fukushima had caused consumers to question soil safety – even in store-bought products.  We wanted to let consumers recognize the surprising quality and safety of the product.

We needed to change the negative conversation about soil into positive news.  We thought, “What if the soil was so safe, you could actually eat it?”  Since people just love talking about restaurants, we opened “The Soil Restaurant” as a core media.  To communicate our soil quality and safety, we hired a Michelin 3-star chef who created a full course meal using Protoleaf Soil as the main ingredient.  The restaurant was open to the public and charged $100 per person.

Customers and journalists ate it up, resulting in massive coverage not only in Japan but in 20 countries throughout the world as well, including features on CNN, CBS and BBC. It gained US$8,900,000 in the world, in total exposure. Finally consumers felt safe to buy soil again as sales surged to 130% versus the previous year. This meant people could once again return to their gardens and producing their own food.
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