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GF. Australia/New Zealand PR Consultancy of the Year

Campaign Title



Red Agency Sydney

Part of Havas Group, Red Agency’s vision is to create Australia’s most inspirational and ground-breaking campaigns — five campaigns each year that are different or revolutionary. This came to life in 2013 with the agency taking away 23 national and international industry awards for work completed by the Sydney office alone, including 3 Cannes Lions. The agency’s goal was to create campaigns that are ‘deliberately shareable’ – campaigns that audiences feel compelled to share – such as the world’s first petition signing robot for the charity Save Our Sons, for a campaign called ‘The Most Powerful Arm Ever Invented’. The campaign — this year’s Campaign of the Year at the PRWeek Asia awards — aimed to raise awareness for the disease Duchenne Muscular Dystrophy. In addition to building the online site platform and social content we drove social conversation and incredible outcomes, including a host of media coverage, a meeting with the Health Minister and a pharmaceutical company agreeing to begin clinical trials (valued in excess of $800,000). It is also working with the United Nations Foundation to help improve the Australian public awareness and understanding of climate change. Red Agency is Australia / New Zealand PR Consultancy of the Year for pioneering a major shake-up of the traditional PR agency structure, focusing on compelling storytelling, social engagement, brand experience and content creation, all of which is embedded in audience insight and brilliant creative.