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Corporate Social Responsibility Campaign of the Year


Gold
Campaign Title

The DPDHL Difference - Delivering Hope to Nepal
Client

DPDHL
Agency

-

 On April 25, 2015, a 7.8 magnitude earthquake struck near the capital of Kathmandu in Nepal. 2.8 million people were in need of assistance, 600,000 homes destroyed and 8,000 fatalities. In the wake of a devastating disaster such as this, the flow of aid can often mean a difference between life and death. Nepal, as a landlocked country, depends on one lone airport to receive international aid. 

 

Recognising the urgency, Deutsche Post DHL Groupdeployed a Disaster Response Team to start operations in Nepal within 48 hours. The volunteers overcame the lack of equipment, challenging weather conditions and ongoing tremors to clear over 2000 tons of incoming cargo from the airport. This kept the airport operational and enabled the continued flow of incoming life-saving relief goods to be delivered quickly to NGOs for further distribution to the communities in need.


DPDHL was the only organisation providing on-ground and hands-on logistics support in Nepal pro bono, investing resources above and beyond what its private counterparts and non-profit organizations (NGOs) channelled to relief efforts. Members of DPDHL’s AP Communications Team were also dispatched on-ground as “inside reporters” to raise awareness of the relief efforts and further help needed.

 

Silver
Campaign Title

VITAL STEP: Raising awareness of a fatal newborn illness
Client

Mead Johnson Nutrition
Agency

Ogilvy Public Relations Hong Kong

Inborn Errors of Metabolism (IEMs) are rare metabolic diseases that can hamper a child’s development and even cause death. But many Hong Kong parents weren’t aware that a simple blood test taken within the first 7 days of a child’s birth, the impact of the disease can be seriously minimized. Mead Johnson Nutrition saw a huge need to educate new parents and spur them into action. With the Joshua Hellmann Foundation, it launched Vital Step, a comprehensive public education programme.Free screening subsidies were offered to 500 local newborns to drive awareness and action. To bring this complex issue to the attention of busy Hongkongers, we needed to create something that would forge an emotional connection with parents. Based on the true story of a child with IEM, we invited award-winning film director Adrian Kwan to create a microfilm “My Daughter’s Story”. We partnered with MTR Corp and Golden Harvest Cinemas to screen the microfilm at no cost. The touching story was supplemented by documentary-style interviews with patient cases and medical professionals. The videos were watched by over 1 million people, leading to a large number of shares and numerous positive comments. Online discussion volume also surged.

Silver
Campaign Title

Salba-bote: Protecting Our Customers' Lives during Typhoons and Floods
Client

Manila Electric Company (MERALCO)
Agency

-

The Philippines’ biggest power distribution company, Meralco, has a franchise area covering Metro Manila and surrounding flood-prone cities housing its 5.6 Million customers. Protecting lives during typhoon and flood-related disasters is a primary concern, and a routine information campaign on safety is not enough. Meralco created a safety device, Salba-bote, made of readily available materials that is easy to replicate and distribute to its millions of customers.Salba-bote serves as a multi-functional rescue gear and survival kit, made up of empty plastic softdrink/cola bottles inside a plastic-coated mesh tote bag with water­resistant pocket for emergency supplies. Salba-bote’s launch & sustaining communication generated a positive response from customers, with an 11 percent increase in customer satisfaction rating on “emergency information campaigns”. Salba-bote is the only IFD publicly endorsed by Philippine Red Cross and Philippine Coast Guard Auxiliary to be used during rescue operations. So far, 15,000 salba-bote units have been distributed.

 

Bronze
Campaign Title

Electrolux Tackles Food Waste with #happyplatesg
Client

Electrolux
Agency

AKA Asia

Singaporeans are known for their intense passion for food. But the abundance of food inevitably leads to waste; the NEA estimated that Singaporeans wasted 788,600 tonnes in 2014.

 

Singaporeans are armchair activists; 9 in 10 believe in helping the less fortunate, but only one in two do something about it.How could Electrolux motivate its audience to take action? We encouraged consumers to clear their plates at mealtimes by turning the Instagram foodie shot on its head. Instead of plates of mouthwatering food, we encouraged people to take pictures of their empty plates with the hashtag #happyplatesg. Electrolux converted the hashtags into food bundles to feed the needy. Over the course of eight weeks, we secured over S$1.8million worth of PR coverage, reaching over 11.6million people. Over 2,000 people took action, helping Electrolux support over 1,000 local families in Singapore and spread the word about food waste.