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O. Corporate Social Responsibility Campaign of the Year


Winner
Campaign Title

Richie McCaw Chopper Challenge
Client

Westpac New Zealand
Agency

Westpac Media Relations Team

Westpac has been sponsoring rescue chopper services in New Zealand for more than 25 years. For the annual appeal in 2011, it wanted a fresh approach. This was also needed given the strong response for public donations following the two Christchurch earthquakes in September 2010 and February 2011. The PR campaign focused on driving widespread awareness about the work that choppers do and to elevate the appeal to top of mind among the key target audiences — provincial communities, school children and their parents, and Westpac customers and staff. It was important for the campaign to be aligned to and be representative of Westpac’s corporate values, which include ‘inspiring goodwill in our communities’ and ‘delighting consumers’. The three-person Westpac media relations team originated and executed the ‘Richie McCaw Chopper Challenge’. With New Zealand hosting the 2011 Rugby World Cup the appeal focused on utilizing the biggest name in the New Zealand game and several former high profile players to try and capture the public and media’s attention. The strategy was to offer the prize of McCaw visiting the school that raised the most funds per capita for a three-hour visit. The execution of the campaign required skilled stakeholder management and organisation. Logistics included coordinating 51 school visits. Pitches also had to be made to the media. Key messages focused on the role of the rescue helicopter in the community. The appeal generated the most media coverage in the sponsorship’s 25-year history and raised a record amount of funds. More than 100 schools registered for the challenge. The challenge also helped to raise awareness and pride among Westpac staff.

Certificate of Excellence
Campaign Title

Empowerment Builds The Future
Client

Accor Asia Pacific
Agency

none

Accor set out to create a greater awareness to Aids-impacted families in China and to help alleviate the stigmas faced by them. The biggest obstacle in the project was ensuring that the scheme would realise ongoing self-sustainability after the initial start-up finding and to convince all hotel staff in the Accor network in Greater China to participate in the project. In addition, it wanted to overcome some guests’ fears of infection through touching of bags. The programme was centred on the creation of a social enterprise to product eco-friendly bags for sale at Accor Greater China hotels. The workshop was sustainable and able to make a reasonable profit to provide employment opportunities for the women. Investing in children’s educational development lay in the groundwork for long-term socio-economic benefits. To raise public awareness, China’s top stylist Tony Li and other celebrities were invited to design the bags. Accor properties showcased the designs and promoted the programme across the Accor CRM platform. The proceeds from the first year provided educational opportunities and scholarships for 32 children from the Aids-impacted families. The programme received more than 34,000 bag orders. Accord promoted the programme to all employees in the region. Among participating hotels, almost all perceived that it positioned their hotel’s image positively, and 97 per cent received favourable feedback from guests.

Certificate of Excellence
Campaign Title

Cha-Ching Money Smart Kids
Client

Prudential Corporation Asia
Agency

Ogilvy Public Relations Worldwide Hong Kong

Prudential’s objective was to teach kids the importance of adequate financial savings and protection via an edutainment CSR campaign that positions PCA as an industry leader that is committed to partnering with parents to improve financial literacy in Asia. Recognising that TV and music were seen as powerful mediums to communicate with children, PCA initiated a creative partnership with Turner Broadcasting System Asia-Pacific and tapped into the animation expertise and wide reach of Cartoon Network to create a tool to support parents in educating their children and bringing the financial literacy concept to life that is age-appropriate. The result was ‘Cha-Ching’, a children’s financial literacy cartoon series that educates children about responsible money management from an early age, while indirectly reminding parents of the importance of adequate savings and protection. Cha-Ching Money Smart Kids was a multi-country, multi-platform musical animation programme to help kids learn about four fundamental money concepts – earn, save, spend, donate. The six characters in the programme were members of the Cha-Ching band and each had a different approach to money management. The initiative included TV, web, games, applications, at-home activities and a mobile app to promote the learning. It received positive feedback from parents and other partners.

Honourable Mention
Campaign Title

HSBC “Save For Your Dreams” Piggy Bank Design Competition
Client

HSBC
Agency

Mindshare Hong Kong Ltd.

HSBC created a programme targeted to cultivate financial literacy in all primary school kids, in particular those from less affluent groups by working closely with teachers and parents. To reach out to the public, HSBC worked with Boys and Girls’ Club. The ‘Save for your dreams’ piggy bank design competition gave each participant a kit that included a blank plastic pig with drawing tools and a money management guide with calendar for parents and children. Through the competition, parents interacted with their kids in creating a personalized piggy bank and educated their children on money management. Artistes, radio DJs, bloggers and newspaper columnists were engaged to reminisce about their own piggy bank experienced through media channels. The bank placed 30 designs into gigantic piggy banks and after the exhibitions displayed the designs at HSBC branches. The programme saw nearly 13,000 competition tool kits redeemed in three weeks and 5,000 entries.