Charities, Public Health & Safety & Public Awareness Messages

The Shortlist
CAMPAIGN
Overcoming "It won't happen to me"
AGENCY
JWT
CLIENT
The NSW Rural Fire Service (RFS)
BRAND
Bushfire Survival Plan (NSW Rural Fire Service)
DETAILS
CAMPAIGN SUMMARY
This case shows how strong insight and a great creative idea overcame a problem that plagues so many behaviour change campaigns – how to get people to face up to risk and act in their own interest?  It is the story of how we changed the optimistic ‘she’ll be right’ Aussie attitude to living in a high-risk bush fire area, from complacency to preparedness, by stimulating an urgent sense of vulnerability. The campaign triggered an emotional response so strong that it motivated the highest Bush Fire Survival Plan downloads and completions ever achieved in NSW by an astonishing margin
CAMPAIGN
DupÈ
AGENCY
Ogilvy Australia
CLIENT
Yarra Valley Water
BRAND
DupÈ
DETAILS
CAMPAIGN SUMMARY
This is the story of a water company who dared to prove its worth in the world by pitting its own tap water against bottled water. 
 
Bottled water is entrenched in Australia. It has higher market share than Coca Cola and is worth more per litre than oil!  It’s rare to see a Melburnian walking around town without a bottle of water to accompany them.
 
Yarra Valley Water (one of Melbourne’s three water corporations providing water for $1.7million consumers) is judged by the Victorian government on customer satisfaction scores.  Water Quality and Value-for-Money are the key drivers of customer satisfaction.  Communications were required to improve measures on both.
 
The strategy was to point out the absurdity of bottled water.  By making a quasi enemy out of bottled water, communications were able to ingeniously point out the benefits of Yarra Valley Water tap water.
 
We created ‘Dupé’ - a fictitious brand with a unique product line. From Organic Bottled Air to Good Vibrations and All-Natural Moonlight, Dupé sold things you could easily get for free. After all, that’s exactly what bottled water companies do.
 
The positive response to the campaign driving customers back to tap and subsequent results exceeded our expectations with a successful viral campaign of 177,969 YouTube hits to date, a 19% increase in Choose Tap’s Facebook likes and an overall message reach to over 175 countries world-wide. 
CAMPAIGN
Dengue Fighter
AGENCY
DDB Group Singapore
CLIENT
National Environment Agency
BRAND
Dengue
DETAILS
CAMPAIGN SUMMARY
In 2013, Singapore had a serious dengue outbreak as the number of cases reached all-time epidemic status. There is no cure for dengue, except vigilance and prevention. The National Environment Agency turned to a public engagement campaign. The Dengue Fighter campaign that resulted saw a definitive increase in both attitude and action in checking for dengue at homes. It brought dengue from a national agenda to one that is personal, actionable and urgent. The campaign empowered Singaporeans to go from ‘victims’ to become ‘fighters’. Beyond the ads, we created a 12,000 strong Dengue Fighter task force mobilised to spread the word on-ground, to prevent the breeding of the aedes mosquito. We arrested the rise in dengue rate and saw consecutive week-on-week decline in the number of dengue cases from launch to subsequent 8 weeks. 
CAMPAIGN
How to Have a Good Night Out
AGENCY
Yolk(at)Grey
CLIENT
Heineken Asia Pacific
BRAND
Drink Savvy
DETAILS
CAMPAIGN SUMMARY
Heineken Asia-Pacific (HAP, formerly Asia Pacific Breweries) were stuck. Known for being savvy marketers, they’d somehow failed to make much headway when it came to promoting awareness of their responsible drinking initiatives. It wasn’t for lack of effort: as part of its social contract, and also because it’s just good business, HAP has run such campaigns going back the past four years. And while popular response did improve from wave to wave, the responsibility messages just weren’t getting the kind of traction HAP was seeking.
 
Maybe that’s because, as with many well-meaning campaigns, “awareness” wasn’t the problem. With rising economies putting more spending money in our pockets, those who do drink are more able than ever to drink to excess when they want – the issue is all around us, as we can see every weekend.
 
Learning from behavioural science shows that modelling positive behaviour is more effective than rehashing the negative. But HAP also recognized that working against a completely new objective could bring the shakeup they needed. Forget about increasing awareness of responsible drinking, HAP would go back to selling: selling its audience the chance to own the responsibility message themselves.
 
This is a story of a campaign that did many things well – modelling positive behaviour, involving all facets of the hospitality industry, and recruiting both responsible and at-risk drinkers across Southeast Asia. When all was said and done, nearly 2 million people had bought into the campaign – nearly 13 times more than any previous HAP campaign. 
CAMPAIGN
Aid Couture
AGENCY
Leo Burnett Manila
CLIENT
Procter & Gamble
BRAND
Ariel & Downy
DETAILS
CAMPAIGN SUMMARY
 
About 20 typhoons hit the Philippines yearly, leaving thousands of casualties.  And each year, Red Cross receives 18 tons donated clothes—a lot of which are unusable or impractical for everyday wear of calamity victims.
 
This is a case study that shows how Procter & Gamble, with its laundry brands Ariel and Downy, in partnership with Red Cross, was able to convert these piles of clothes to essential items for relief operations. 
 
The Aid Couture project sought to convert inappropriate fashion to life essentials.  It not only made the piles of inappropriate clothes useful but more importantly it raised funds to buy supplies for the Typhoon Haiyan relief effort.  Aid Couture raised almost Php 600,000 (approx US$ 14,000) from ZERO INVESTMENT on clothes that would have otherwise been left rotting in Red Cross warehouses. 
 
Moreover, P&G and its brands Ariel and Downy gained massive mileage from the Aid Couture project. Total media value earned from print, digital, TV and radio broadcast amounted to PHP 10 million (approx US$ 225,000) WITHOUT any actual media money spent by P&G.
 
CAMPAIGN
Breast Cancer Awareness
AGENCY
Ogilvy & Mather
CLIENT
Philips India
BRAND
Philips Electronics India Ltd
DETAILS
CAMPAIGN SUMMARY
Philips is a technology company that cares about people and is committed to support Breast Cancer Awareness at a global scale. In India, Philips wanted to build reputation as a socially concerned brand and spread awareness about early cancer detection.
 
Breast Cancer is the second most common cancer among Indian women. Approximately    100,000 new cases of Breast Cancer are detected every year. Philips wanted to develop sustainable assets which facilitate Breast Cancer awareness and propagate merits of cancer detection through self-examination.
The task was to differentiate Philips’s communication approach from a multitude of other organizations taking about issue during the Breast Cancer awareness month in October.An integrated communication programme was devised which leveraged Philips workforce, domain knowledge and business network.
 
In the month of October, 2013 Philips was able to facilitate free Breast Cancer screening for 400 women in small villages. More than 2,000 rural women were educated about Breast Cancer and its diagnosis through awareness camps. Over 10,000 self-examination kits were distributed to urban women across India. A digital campaign which urged husband to stand up for their wives resulted in over 900 self –examination kits mailed to wives from their husbands. In less than two weeks more than 15,000 women empowered with the knowledge of self-examination and many more were guilt-free in caring for self.
 
CAMPAIGN
Vote Ruby
AGENCY
Ogilvy & Mather
CLIENT
WWF Hong Kong
BRAND
Chinese White Dolphin Awareness
DETAILS
CAMPAIGN SUMARY
Even though the CWD (CWD) is the mascot of Hong Kong, the vast majority of the HK public didn’t know about the threats and dangers that these beautiful creatures face. 
 
Because only a small portion of HK’s waters are Marine Protected Areas, the local population of CWDs has steadily been dropping. In the past 10 years, the number in HK waters has dropped by 61%- from 158 down to 61 dolphins.
 
WWF HK needed to lobby the HK government to expand these Marine Protected Areas.  This is hard work, requiring not only petition signatures from the public, but also funding for extensive research and marketing costs.
 
We had to raise awareness and educate the public, all with a non-existent budget.  We decided to enter a CWD named Ruby into the Miss Hong Kong beauty pageant.  This move catapulted the cause of the CWD to public awareness and mobilized unprecedented support for the cause in HK.   
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