Czech Insurance Association: Slow down, it’s too early
Summary: In Czechia, 1/3 of accidents are caused by young drivers who drive at excessive speeds. They decided to change that and target young people focusing on education and prevention. Most of comms took place in high schools, driving schools and in the online environment incl. TikTok and influencers. Interactive show for schools was directed by Markus Krug. The show premiered directly during school hours. They followed up during the year with prevention activities, edu materials for driving schools.
Reduced young adults’ speed-related fatalities by 62.5% and severe injuries by 33.3%, transforming driving behaviour.
Lead Agency(s): McCann Prague
Contributing Agency(s): Hero & Outlaw
Client / Brand: Czech Insurance Association
Effie Award(s): Bronze
Making a Big Difference With a Little Budget
Summary: Early diagnosis through monthly self-checks for breast cancer saves lives, unfortunately only 128,000 women in Ireland were doing so. Breast cancer was seen as an over 50s issue, so younger women were less likely to check for it. But with 23% of diagnosis being women under 50, we needed to show that breast cancer affects women of all ages. They created a powerful piece of film to show this in a surprising way, which increased monthly checkers by 31%. That’s 40,000 additional women checking for breast cancer every single month.
Increased the number of women performing monthly self-checks for breast cancer by 31%.
Lead Agency(s): Core
Contributing Agency(s): The Engine Room; Saturday Films
Client / Brand: Breast Cancer Ireland
Effie Award(s): Bronze
Have a Word
Summary: This campaign set out to address an age-old problem: male violence against women and girls. Their challenge was to hold men accountable and part of the solution. They used behavioural science to identify the most effective way to change men’s behaviours. Recognised that by stopping the bystander culture, using peer-to-peer pressure, they could tackle low level misogyny – a first step to prevent extreme violence. They challenged men to ‘Have a word with yourself, then your mates’.
85% of men said they would now call out misogyny when they see it.
Lead Agency(s): OGILVY UK
Client / Brand: Mayor of London
Effie Award(s): Gold
