Breaking The Silence
Summary: This is the story of one word, that on a modest budget, broke the silence of men tackling misogyny. A word that enabled men to have a conversation which felt too hard to have. And ignited a national conversation beyond the levels of the UEFA World Cup. And a word that turned 18-34-year-old men from least to the most likely to intervene. One campaign can never ‘solve’ a problem like misogyny. But every intervention triggered by this work, chips away at a culture that enables such behaviour to persist.
Tackling misogyny: turning silence into a national conversation with an earned reach of 3.5 billion.
Lead Agency(s): OGILVY UK
Contributing Agency(s): Wavemaker UK; Ridley Scott Associates
Client / Brand: Mayor of London
Effie Award(s): Bronze
The big shake up
Summary: Despite inflation, economic uncertainty, and savings tendency, motivate German people to donate. Help is still needed long after the earthquake. The more media coverage, the greater the immediate willingness to donate. With an unprecedented cooperation, the German media landscape was literally shaken up to remind of the suffering earthquake victims. To mark Turkey and Syria earthquake anniversary, simulated quake shocks disrupted digital ads, websites, and TV programs, recreating disaster’s impact. The concerted effort through television, outdoor advertising, and influencers reached over 13 million people in just one day: donations doubled.
Shook up over 13 million people in just one day: Donations doubled.
Lead Agency(s): Havas Germany
Client / Brand: Aktion Deutschland Hilft e.V.
Effie Award(s): Bronze
Children in need must be seen
Summary: In recent years, celebrity parents have started hiding their children on social media by placing emojis over their faces. They decided to contrast this with the fact that children in need, on the other hand, need to be seen. They teamed up with the most well-known Slovak influencers who are parents and had them raise awareness about the issue and created the campaign which happened to be the most effective in 30-years history of Úsmev ako dar nonprofit organisation.
Raised 224,847 Euros which was 47% increase compared to the second most successful campaign.
Lead Agency(s): Respect APP
Contributing Agency(s): SK PR STRATEGIES s.r.o.
Client / Brand: Úsmev ako dar
Effie Award(s): Bronze
Mental health is a big issue; this is how Every Mind Matters is making it smaller.
Summary: You might assume that a big problem like mental health needs an equally big solution. But, by making mental health problems feel big and overwhelming, previous UK campaigns had failed to help those who needed it most. They made better mental health feel smaller and more achievable, creating the self-belief to take the powerful small steps to achieve big improvements. Going small created a big societal shift. With Every Mind Matters, 2.26m people in the UK overcame their poor wellbeing and gained the power to make each day better.
2.26 million people lifted out of poor wellbeing, 0.9 million over target.
Lead Agency(s): MullenLowe UK
Contributing Agency(s): Freuds+; Topham Guerin; OmniGov @ MGOMD; Paragon DCX
Client / Brand: Department of Health and Social Care
Effie Award(s): Silver
Play, Learn, Sparkle!
Summary: The puppet show “Sparkles of Superpowers” has brought to Ukrainian families with preschoolers a low-tech yet exciting play methodology that gets children out of contemplation into active living and helps them learn the necessary skills. Its uniqueness lies in simplicity – you can take it on the road, in a shelter, where the Internet, electricity, and screens are not available. It was handy in difficult times of war when other teaching methods were losing their effectiveness. During less than five months, more than 50% of Ukrainian preschoolers have met Sparkles.
They helped more than 50 % of Ukrainian preschoolers to develop during war times.
Lead Agency(s): McCann Kyiv
Contributing Agency(s): Universal McCann; G.E.M
Client / Brand: UNICEF Ukraine
Effie Award(s): Silver
Protect All Families
Summary: In lack of any legal actions to pull for the next 2 years, ACCEPT manages to use a blocked legislative momentum to unstuck the hearts of the majority of Romanians. This is the first time they manage to take the majority of the country on the side of villainsed minority.
A campaign turns the majority of Romanians in favour of same sex marriage.
Lead Agency(s): Publicis Romania
Contributing Agency(s): Digitas Romania
Client / Brand: Accept
Effie Award(s): Silver
Mission Talita
Summary: To end sex trafficking, we need men to stop buying sex. Mission Talita leveraged the popular platform of GTA 5 to address the serious issue of sex trafficking, transforming the game into a tool for social change. By integrating real-life stories into the game, Talita educated players, particularly young men, about the harsh realities of prostitution and shifted attitudes towards sex trade.
Reached 130 million gamers, and shifted their attitudes towards purchasing sexual services in real life.
Lead Agency(s): Åkestam Holst NoA
Contributing Agency(s): North Kingdom NoA”; Universal Music Publishing (Sweden); Esportal
Client / Brand: Talita
Effie Award(s): Gold
