Ahead of the ceremony on December 8, we take another look at nominated work from the likes of the International Paralympic Committee, Migrant Help and Justice4Grenfell.
All of the nominees have now been announced for The Drum Awards for PR, but while we impatiently count down the days until the ceremony (part of our week-long awards festival running from December 5-9) we thought we’d take the opportunity to look a bit closer at the campaigns in contention for the Not-for-Profit/Charity award.
For this category, our wonderful judges were looking for clear strategic thinking, using research and insights, innovation and creativity, with tangible results and outcomes, proof of effectiveness, organizational impact and real measurement.
So, who do you think will take home the trophy?
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FleishmanHillard UK and Adam&EveDDB for the International Paralympic Committee
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As an advocate for social inclusion, the International Paralympic Committee (IPC) believes change starts with sport. 2021 marked the start of a decade-long movement to advance the lives of 1.2 billion persons with disabilities (15% of the world’s population), and publicly campaign for disability visibility, inclusion and accessibility.
The IPC enlisted a roster of partner agencies to support the launch of its seminal campaign for social change, WeThe15, and FleishmanHillard was tasked with creating an earned media campaign to spread the message and movement globally.
The campaign brought together a coalition of global organizations generating 3,000+ pieces of media coverage, 2.5bn impressions on Twitter and 9.5m interactions across social media.
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23red and Migrant Help
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A sharp increase in people crossing the English Channel has focused attention on UK borders. Much of the rhetoric and angry comments seen in the media are based on misinformation and common myth, including the idea that asylum seekers and refugees are just economic migrants, or that they are coming to the UK to get benefits.
23red’s brief from charity Migrant Help was to create a PR moment during Refugee Week that would challenge and change perceptions of asylum seekers and refugees, and start a conversation with the British public about refugees. The agency decided to tackle myths surrounding the most affected and yet much-maligned audience segment – young men seeking asylum.
The campaign told the story of Ethiopian refugee Eskander through a series of giant, anamorphic 3D artworks depicting his flight from persecution and his journey to becoming an elite athlete representing Northern Ireland. 23red displayed interactive paintings along the South Bank, which allowed the public to step into the 3D pictures and put themselves in Eskander’s shoes. The photo appeared in 184 news items including 18 nationals.
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HereBeDragons and Justice4Grenfell
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In 2017, the UK experienced one of the biggest tragedies in recent years when 72 innocent people died needlessly in a fire that shouldn’t have happened. Five years later there had still been no arrests.
Leading up to the Queen’s Platinum Jubilee and at a time when communities were coming together to celebrate across the country, HereBeDragons held a street party in the shadow of Grenfell Tower. A table was laid with 72 plates and chairs, but no guests. Each place setting carried the name of a victim of the tragedy. With the government refusing to take accountability, HereBeDragons felt it necessary to make a statement on behalf of the community, and keep this tragedy in the news five years on.
The image of an empty street party was designed to emphasize how the community would never be the same, and that they continue to demand justice.
The stunt was picked up by multiple national titles, as well as featuring on the BBC London 1 O’clock news. The stunt has transcended traditional media channels and the group is in conversation with the V&A about it being added to their permanent collection.
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Frank and The Lewis Pugh Foundation
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Melting sea ice and rising global warming is an urgent threat, but out-of-reach statistics and jargon mean many are naive to the speed or severity of it. No ice, no life.
To turn a distant problem into a visible threat to mainstream media and consumer consciousness, and further up the government agenda ahead of Cop26, Frank worked with Lewis Pugh, UN Patron of the Oceans, to take one man’s superhuman feat of physical endurance and turn it into a leading news story.
Ultimately creating over 500 pieces of coverage, 106 nations joined the call to protect 30% of oceans by 2030 – the largest conservation drive in history.
Freuds and Proud Robinson + Partners for B Corporation (B Lab UK)
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Good News was a pop-up corner shop that aimed to drive awareness and excitement around the growing range of businesses that are B Corp certified. As the climate crisis worsens, and the UK nears its milestone of 1,000 certified B Corps, educating consumers on the movement and how they can ‘buy better’ had never been more important.
Opened during B Corp Month in March, Good News was brought to life through a vibrant aesthetic and featured over 300 products from 130 B Corp brands. Unlike other retail concepts, nothing was for sale – social media and storytelling were the currency of choice.
Every brand was given a brief description of what made them a B Corp and how they were defined as a ‘better’ company. These shelf talkers also featured QR codes allowing visitors to learn more and change their shopping habits.
The store played host to 20 events and 23 days of sampling, was visited by over 3,000, and reached 90 million online. All products were then donated to local community initiatives.
Tin Man for Guide Dogs
Tin Man developed the first-ever UK crash testing of e-scooters in a campaign with a social purpose for Guide Dogs. The crash test campaign created a suite of dramatic video content for media, reams of data, awareness of the dangers of e-scooters to the visually-impaired community and a groundswell of support for the regulation of private e-scooter use.
The campaign was covered in over 18 national news programs and 24 broadcast features, including a six-minute segment on BBC Breakfast.
It delivered a 142% increase in awareness that e-scooters are dangerous to those with visual impairments, 13,000 signatures to Guide Dogs’ petition, and to top it off, real social change was made as a universal sonic warning signal is currently being developed by public schemes to warn people with sight loss that an e-scooter is approaching.
For more information about the awards and how you can attend/watch the results, head over to the dedicated site.