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Nonprofit Campaign of the Year


Gold
Campaign Title

The Captain's Ride
Client

Steve Waugh Foundation
Agency

Red Agency

400,000 children and young adults in Australia suffer from a rare disease and receive little to no funding or media attention. The Steve Waugh Foundation is the only place for them to turn. We created The Captain’s Ride, a cycling peloton of 60 influencers, led by the cricketing hero: 1000km from Sydney to Byron Bay over five days to “put rare disease on the map” and raise $750,000 for children in need. We hosted two media days for exclusive interviews five days before the world's first day/night test match. This created a hook for sports media to talk to Steve, and provided the opportunity to discuss the Captain's Ride. We worked with high profile sporting influencers taking part in the ride and partnered with Fitness First, taking over their cycle classes for a week, transforming everyday classes into a virtual reality peloton via Google Cardboard. The campaign hit every major national news and broadcaster, raising over a million dollars for children with rare diseases.

Silver
Campaign Title

Lenovo - Turning the 'Love of Food' into 'the Food of Love'
Client

Lenovo Hong Kong
Agency

Edelman Hong Kong

Hong Kong is often cited as one of the best places in the world to live, but behind this glamour lie deep social issues. While the poor are struggling to feed themselves every day, more than 3,600 tons of food waste is sent to the landfill every day. To alleviate hunger, Lenovo collaborated with Food Angel, a charity that turns surplus food into nutritious hot meals to be redistributed to underprivileged communities. To bring to life the warmth that one small donation could bring, Lenovo connected unsuspecting Food Angels directly with beneficiaries with its devices, instantly. The call to action to change our love of food to the food of love was inspired by the premise that underprivileged need more than just a meal, but also the love and thought behind that meal. The collaboration increased the number of meals served by Food Angel by 140 percent, in addition to achieving over 600k views on social media over a 10-week period and reaching 2.6 million passengers in Hong Kong.

 

Silver
Campaign Title

Hunger in the Classroom
Client

Foodbank Australia
Agency

Red Agency

Foodbank is Australia's largest hunger relief charity, but low consumer awareness impacts its ability to secure additional support from government, brands and the public. It is constantly looking at new ways to tell its story. The task was to look for a new campaign to champion that would resonate with media and the public to make them 'care' more about the issue of hunger.

 

We assessed Foodbank's welfare support, one part of this is the nationwide School Breakfast Program, Foodbank is the largest supporter of this initiative providing food to 1,000+ schools. As we all know breakfast is the most important meal of the day, and the Dieticians Association of Australia (DAA) confirms eating breakfast provides children with energy and nutrients necessary for growth, development and good health. Children who eat breakfast concentrate better and have longer attention spans, helping them to study better.

 

To raise awareness about the issue of hunger and the startling number of children relying on food relief, we launched Foodbank's first ever Hunger in the Classroom report. A definitive guide to children, hunger and learning. We launched the report with a national media relations campaign working with Foodbank states and territories around the country to provide local relevance and reach. With a diverse range of statistics we tailored content to drive engagement with media and on social with events coordinated at schools across the country to foster community engagement.

Bronze
Campaign Title

We are All Different, We Are All the Same
Client

Save the Children
Agency

Weber Shandwick

Research by the Ohio State University has shown that children with disabilities can thrive when given the opportunity to study alongside children without disabilities. But according to China’s Ministry of Education, approximately 30 percent of Chinese children with disabilities do not go to school. And of the 70 percent that do, only half are able to study in mainstream classrooms.

 

Save the Children has been working hard to address this gap, but Chinese audiences mostly remained unaware of the issue. A series of three videos were created to show how different children with disabilities can lead happy, meaningful lives. Upon their release on China’s most popular social media platforms, the videos were enthusiastically shared by Chinese key opinion leaders 24 KOLs on social media, reaching a combined followers of over 67 million. To boost audience participation, a nationwide drawing competition was also held in which children were asked to draw what Inclusive Education meant for them. In three months, the campaign generated 10 million impressions through social media content and direct audience engagement.