Winner – “The Originals”, Golin for Cadbury
Cadbury partnered with Age UK in early 2020 to address the loneliness issue of the elderly. Even before COVID-19 reached these shores, nearly a quarter of a million over 65-year-olds often stayed a week without speaking to anyone, threatening the pandemic with devastating, isolating effects on this group.
Golin’s audience research found that while 18- to 45-year-olds were interested in helping the elderly, the sadness of their situation often prevented them from starting conversations – just more coverage of the problem would not encourage this group to act . The agency decided to start a conversation to highlight the positive aspects of talking to the elderly by hijacking podcast culture with its hidden stories.
Who better to lead this campaign than Captain Sir Tomas Moore, the centenarian whose life story and fundraising had lifted the National during the lockdown? As the host of The Originals podcast, he spoke to people from women who kissed Elvis Presley to a journalist who spent more than half a century covering climate change and putting older people in a new light.
The series went live, accompanied by an emotional video in which “Captain Tom” called on the public to join him in the fight against the loneliness of the elderly. Amid a news cycle full of gritty stories about the elderly, this uplifting campaign reached coverage in 64 countries, which in turn encouraged 3,500 people to register with Age UK to help fight loneliness during the campaign period – well above the previously set target of 500. the campaign.
The judges said
A brilliant and important campaign with impressive results. Campaigns often use young talent to reach younger people; Seeing the opportunity to use Sir Tom to reach them was very smart and really worked.
Highly acclaimed – “Community Stuff”, W Communications and Brothers & Sisters for Grenfell Athletic FC
In this pro bono campaign, W and Brothers & Sisters designed a football shirt for Grenfell Athletic FC, a community-based football club that was formed after a tragedy. Jerseys were mailed to 72 influential figures from England captain Harry Kane to rapper AJ Tracey, and the resulting coverage drove sales of the jersey, grossing the club over £ 30,000 in 48 hours.
‘Casa de Cantona’ from Hotels.com with Hope & Glory PR for Hotels.com
‘Long Live The Local’ by One Green Bean for BBA
‘Lost for Words’ by Talker Tailor Trouble Maker for Royal London x Rankin
“Samsung: Freshly Laundered” by Taylor Herring for Samsung Electronics UK