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J. Public Affairs Campaign of the Year


Winner
Campaign Title

'EVERY ONE' - Save The Children
Client

Save The Children (India)
Agency

Corporate Voice Weber Shandwick

Save the Children’s ‘Every one’ campaign in India aimed to influence the Government of India to increase the national expenditure on children’s health. Research by Synovate helped identify the potential target audience and how relevant media could be effectively used for a social campaign. The research findings shaped the decision to build the campaign around three strategic pillars: government influencers, a coalition of influencers such as youth icons and celebrities to give the campaign popular appeal, creating a wave of public concern about child survival. The campaign kicked off with leading government influencers and public figures sending an open letter to the Finance Minister, demanding increased spending on children’s health. STC hosted a national civil society consultation on child mortality, which was attended by more than 120 policy-oriented stakeholder groups. It prompted the government to include several recommendations in its planning process. STC also organized a public hearing in Delhi, where 400 underprivileged people shared their experiences before a panel. On Mother’s Day, eminent women from the worlds of media, literature, fashion, politics and law united to pledge their support. An online campaign was launched to dedicated to the cause. The public supported the initiative by signing pledges and participating in various events around the country. ‘Every one’ received support from the Planning Commission and Finance Minister, who announced that 2011 Union Budget would include a 20 per cent increase in the national spend on children’s health. In eight months, an overwhelming 500,000 people participated in the campaign via events / pledges. Twitter and Facebook endorsements by celebrities generated 265,000 positive responses.

Certificate of Excellence
Campaign Title

West Kowloon: Bringing the Arts to Hong Kong
Client

West Kowloon Cultural District
Agency

GolinHarris

The West Kowloon Cultural District (WKCD) is a Hong Kong SAR Government-funded 100-acre, US$2.8 billion development designed to establish the city as a global capital of art and culture. The early proposal of the project was overturned in 2006 due to harsh stakeholder backlash on doubts regarding its financing model, general lack of planning and the prevailing belief the project was a property project in disguise. In early 2009, a multi-faceted, two and a half year campaign was launched to showcase the transformative ambitions of WKCD, and to seek public opinion from a wide range of stakeholders on how the mega project should come to life. The campaign revolved around three public engagement exercises, which built upon one another until ‘all voices have been heard’ and community consensus had been achieved. The first stage generated feedback that was delivered to the architects who would design the conceptual plans to be unveiled during stage 2, which brought public feedback to life via concept plans created by three top architects. Once the plan was chosen, the third stage solicited final public feedback on the details. More than 500 press stories were generated, and positive tonality increased from an estimated 30 per cent to 90 per cent. In addition, endorsement for WKCD was secured across sectors, and the WKCD public consultation efforts became the template in Hong Kong, used by the Airport Authority for its public engagement on airport expansion.

Honourable Mention
Campaign Title

Applying pressure on Japan’s decision makers to speed up approval processes and improve pricing of advanced medical device technologies
Client

American Medical Devices and Diagnostics Manufacturers’ Association (AMDD)
Agency

COSMO Public Relations Corporation

Japan lags many countries when it comes to adopting the latest technology in medical due to issues with its approval process. This has caused a ‘device lag’ and ‘device gap’ in the market, which means that Japanese patients don’t have access to the newest medical technologies. The issue confronting the American Medical Devices and Diagnostic Manufacturers’ Association (AMDD) was how to get the world’s most advanced medical technology into hospitals as quickly as possible to benefit patients. With direct Government lobbying not an option, the agency developed a programme that would educate the public and media. Its strategy focused on positioning AMDD as a thought leader and credible source of information. Stories around the benefits of advance medical technologies were secured in national dailies and leading TV programmes, where trust is strongest with the widest reach. Surveys were conducted to show that Japanese public want faster access to advanced medical technologies and press conferences organised to spread the message. The results of the campaign showed wide media coverage and the review process for devices decreasing by six months.