Charities, Public Health, Safety & Public Awareness Messages

The Shortlist
CAMPAIGN
A for Anthem
AGENCY
Ogilvy & Mather
CLIENT
The Akanksha Foundation
BRAND
The Akanksha Foundation
DETAILS
A bigger problem than illiteracy?

Getting a non-altruistic society to lend a hand. ‘Akanksha', an education NGO needed quality teachers and substantial applicants but at Zero Media Budgets. How do we compel interested but dormant TG to apply?
 
For inspiration, we went back to the product- Akanksha Kids! They taught us something - that most Indians didn't know-the meaning of our national anthem!

The execution was an online video that was so endearing that TV channels aired it for free. Teacher applications at Akanksha increased by 80%.
CAMPAIGN
Changing Room
AGENCY
Beijing Dentsu Advertising
CLIENT
C&A (China)
BRAND
C&A
DETAILS
This is a completely new approach to integrate the CSR, Corporate Social Responsibility, and the core business of the company. Many of the CSR activities are carried out via separate organizations from the company’s core business. C&A, global apparel retailer, was the same. Donations to charities as well as product re-use are running by corporate division detached from C&A’s core business. In this point, C&A brand doesn’t have direct ties with their consumers.
 
Our objective was to create a win-win situation for both sales and donation which are two different types of activities, and to maximize both of them simultaneously. We started a totally new type of campaign for C&A in China for the first time in the world by making the most of digital technology.
 
Young people in big cities of coastal areas in China love sales events, very excited by discounts and reduced prices, and tend to buy more because the sales keep growing. Thus, we focused on the changing room, where last decision is made to purchase or not after checking the clothes. It is the most exciting place for young shoppers and important touchpoint for us. Considering it as the ambient media, we redesigned the changing room, and came up with an approach of transforming young people’s excitement to donation.
 
Our idea was to let the shoppers donate a part of the discount they can get, back to the children who cannot afford warm clothes in cold winter. Shoppers face the children on the monitor when entering into the changing room.
 
 About 3000 people participated the campaign held in December, a popular shopping period for young people, and donated the warm clothes to the children. Sales during the campaign increased. The objectives of both sales and donation have been achieved.
CAMPAIGN
The Face of Litter
AGENCY
Ogilvy & Mather Group
CLIENT
Hong Kong CleanUp
BRAND
Hong Kong CleanUp
DETAILS
A staggering 16,000 tons of waste is dumped in Hong Kong each day. Despite heavy penalties, littering remains a citywide problem. One of the biggest problems in this incredibly law abiding society, is that litter is a faceless crime – if you don’t catch someone red-handed, they go unpunished. 

The challenge was in a city as crowded, busy and frenetic as Hong Kong, how do you break through and call this problem to the centre of people’s attention. 
 
Partnering with local initiative Hong Kong CleanUp, on Global Earth Day, with the objective of creating social change to raise awareness about the extent of littering, pinpointing that each of us is responsible to some extent. Giving people a real reason to stop littering, beyond mere social consciousness. Through the campaign, we reminded people that littering is a real crime.
In advance of Earth Day 2015, litter samples were collected from high traffic areas. Samples were sent to Parabon Nanolabs, where DNA was extracted and analysed using SnapShotDNA Phenotyping technology – creating an exacting genetic profile.
Using technology, which traditionally was reserved for high profile crimes, as part of a public service announcement, we placed real importance and focus on the crime of littering.
 
Launching on Earth Day 2015, facial composites appeared as posters and digital screens throughout the city, and most importantly back at the scene of the crime. We identified key MTR stations around Hong Kong to communicate the message, with the millions of commuters travelling through these stations daily, it was the ideal location to target Hong Kongers. 
 
Social media supported the campaign with paid posts and an educational video – creating the ultimate name and shame campaign. Social media was identified as a platform to learn more about the 2015 Initiative, share the video and click through to the Hong Kong CleanUp website, where Hong Kongers could register themselves or teams for the Clean Up days. 
During the 14-day campaign period, the campaign reach over 3.9million people across Social Media, and had a PR advertising value of HK$5million from global media exposure.

The 2015 Challenge has been the most successful to date with a record 75,623 participants, which is 1% of the population - who cleaned up an estimated 5,6million pieces of trash, weighing a total of 4.6million kg’s from 2,447km’s of Hong Kong’s coastlines, country parks and urban environments. This participation far exceeds the 50,000 participant goals for 2015.
CAMPAIGN
The Message from The Lungs
AGENCY
BBDO
CLIENT
Thai Health Promotion Foundation
BRAND
Thai Health Promotion Foundation
DETAILS
Despite much media attention, anti-smoking efforts in Thailand were not having their desired effect.  Our analysis showed that previous campaigns had generated strong emotional reactions, but smokers were failing to quit, and numbers of new smokers were not decreasing.  The “mental gap” between the pleasures of smoking a cigarette, and the health dangers of that cigarette still needed closing.  
 
Working with the Thai Health Promotion Foundation, we adopted a new approach. We decided to make the invisible effects of smoking visible, immediate and undeniably repulsive.  And we made this story intriguing enough for influencers, broadcasters and smokers to spread the story. 
 
We transform smokers’ lungs into living media, and create “art” by using the tar in people’s lungs as if it was ink. Lots of black, thick ink. 
 
In cooperation with the Faculty of Medicine, Chulalongkorn University, we extracted black substances from donated smokers’ lungs, and made them into the world’s first Black Lungs Ink. With this creative approach, we were able to drive home the message of smoking’s very real, very negative effects from inside the body, and make it visible and undeniable to everyone. 
 
 
We achieved this by extracting the black tar from smokers’ lungs and creating the world’s first Black Lungs Ink.  With this grim ink, we created art pieces and an exhibition, thereby making the invisible effects of smoking visible, undeniable and disgusting for all who witnessed.  
 
Intention to quit increased by >100% on the basis of a single exposure to this “Message from the Lungs”, and this innovative approach generated publicity over 200x the original investment. 
CAMPAIGN
UQuitIQuit
AGENCY
mSix
CLIENT
Cipla
BRAND
Nicotex
DETAILS
Paradox: Smoking is social, but quitting is always lonely.

Challenge: How do you make quitting social? Nicotexís vision is make India ìsmoking freeî.

Our communication goal was to make Nicotex the most talked about brand across categories in social media; and translating to a quantum discontinuous increase in category sales.
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