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DB. Public Affairs Campaign of the Year


Winner
Campaign Title

IPCC 5th Assessment Working Group Reports
Client

United Nations Foundation
Agency

Red Agency

Extreme weather events in Australia were becoming more and more regular due to man-made climate change. In 2012/13, the ‘angry’ summer was the hottest on record, breaking 123 weather records. This was causing devastating impacts on native wildlife and rising sea levels on the east Australian coast. Despite this, Australia’s media coverage was overwhelmingly negative, in part due to the previous IPCC Report in 2007, which saw insignificant errors exaggerated to cast doubt on the credibility of climate-change science. Research showed Australians were confused about climate change and concerned about the impact on the economy if we move away from fossil fuels. Yet the science and facts are overwhelming, man is causing climate change. The agency needed to get the issue back on the front foot with Australia’s population, particularly in an election year, and get the opposition Coalition Party to accept that it is real, humans are causing it and that we need action (the governing Labor Party, were already very supportive of climate action).

The strategy was to use 1) Hero the science in plain language – key message ‘it’s real, it’s happening and we can do something about it’. 2) into the issues Australians cared about and deliver the facts about what was going to happen to them, in addition to talking about long-term climate trends. 3) shift the argument away from the carbon tax, a major factor in the election (the issue was too toxic) and push for a more positive position from the Coalition Party, who were expected to win the election, on climate change action.

The issue of climate change has received 85 per cent sustained positive coverage in Australia between September 2013 and December 2014, plus 10 per cent neutral. The incoming Abbott government had taken a sceptical stance on climate change, mooting the removal of emissions targets and claiming that the science was ‘far from settled’. Post the report Abbott made a U-turn that almost followed the key message word-for-word: ‘Look, climate change is real, humanity does make a contribution to it and we’ve got to take effective action against it.’

Certificate of Excellence
Campaign Title

Price adjustment of the non-subsidized 12kg LPG
Client

PT Pertamina (Persero)
Agency

The objective was to increase public understanding that the 12kg LPG is by no means considered as subsidised product, whereby the price should correspond to the economic value, and to gain stakeholders’ support as means to strengthen the position of Pertamina as an SOE and as a pure business entity which by-law should not bear any loss.

The strategy was to conduct socialisation prior to the policy implementation with a soft campaign and develop and implement ‘underground’ Public Relations methods to gain support from the strategic stakeholders in order to maximise the positive outlook in the public domain. It also set out to conduct public campaign on the price adjustment after the announcement of the policy.

After the announcement of 12kg LPG price increase, Pertamina received positive public response. 

Certificate of Excellence
Campaign Title

The Do Good Initiative
Client

NTUC FairPrice Foundation
Agency

Ogilvy Public Relations, Singapore

In 2012, Singapore was declared as the most unfeeling society, least positive country and one of the least giving countries in the world (Sources: BusinessWeek, Straights Times and World Giving Index 2012). This prompted much international media coverage lamenting Singapore’s lack of social capital, despite its substantial economic success. NTUC FairPrice Foundation, the charitable arm of Singapore’s largest grocery retailer, was established in 2008 as a platform for NTUC FairPrice to expand its philanthropic purposes. It decided to take its mission of creating a better life for the community one step further beyond grant-making, with a public education campaign to inspire a nation with a bigger heart.

Micro-actions became the focus of the campaign, captured in the rallying cry ‘Small Deeds, Big Differences’. The campaign highlighted how simple deeds can have great impact on the community. This tagline in turn inspired greater confidence in youth, in their ability to effect change towards the community.
To catalyse and facilitate this increase in confidence in youth, the agency designed an experiential learning journey based on the following principles: 1) Making the idea of community service fun, meaningful, and most importantly, achievable. 2) Creating a mobile space that lured visitors in to engage them in thinking about the good deeds they would like to do. 3) Sustaining regular and consistent contact with the youth. 4) Empowering youth to own a movement.

With the initial goal to reach 20,000 pledges of good deeds, the campaign managed to garner more than 62,000 pledges within just nine months – 210% per cent more than what it had set out to achieve. Of these 62,000 and more pledges, over 9,000 pledges were fulfilled, as the community returned to the mobile application or microsite to register completion of the deeds.