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Public Affairs Campaign of the Year


Silver
Campaign Title

Look Again Campaign
Client

Ministry of Gender Equality and Family
Agency

FleishmanHillard Korea

Korea’s Ministry of Gender Equality & Family urgently needed to change the nation’s perception of domestic violence. Studies showed 57.4 per cent of victims don’t report crimes if the perpetrator is a family member; 55.8 per cent of neighbours/friends remained silent (such crimes are none of their business); and even 57.9 per cent of policemen said domestic violence was a family matter.

The Look Again campaign set out to ensure aggressive police intervention, increase reporting rates and shift social perceptions. It reached out to two initial response entities, police and response groups, who have the greatest influence on victims' decision to report abuse. It also sought to frame communications with positive messaging, shifting focus from ‘don’t’ to ‘do’.

To garner public involvement, social media became the main vehicle and the eighth day of every month became ‘Look Again’ day. (The 8th was selected since the figure 8 resembles the double O in “look” and symbolises eyes and binoculars). The campaign encouraged people to upload selfies with a hand-written ‘Look Again’ slogan and a hashtag on Facebook, Twitter, and Instagram. The activity linked to donation platforms and postings helped raise funds for prevention groups. Celebrities responded, showing support and actor Park Hae-il, the father of a five-year-old girl, gave an interview and posed for a magazine cover holding the slogan, leading to a quick sellout of the issue.

After consistent and coordinated effort, results show reporting rates for domestic violence have soared and the percentage of police who believe domestic violence is a “family matter” has dropped to 26 per cent.
 

Silver
Campaign Title

What's New With New Zealand?
Client

Education New Zealand
Agency

Genesis Burson-Marsteller

Education New Zealand (ENZ), the country’s agency for promoting New Zealand as a study destination, wanted new ways to engage potential students from India. Indian students are among the world’s most mobile, with about 200,000 studying abroad annually. But fewer than 12,000 choose to study in New Zealand. Target audience research led to a key insight: Indians only see New Zealand as a tourist destination.

The agency had a behavioral goal: Raise awareness of New Zealand as an education destination among Indian students by 15 per cent (by July 2014) and increase enrolment 20 per cent.

The ‘Think New-Think New Zealand’, campaign aimed to showcase all the ways in which the country is “new”, not just for tourism but for job opportunities, scholarships and niches like sports. At the same time it reinforced things already associated – adventure, outdoor experiences and cricket. Executions included policy actions, where ENZ and the Indian Government announced research grants for joint-academic projects. Sports and skills scholarships were also announced. New Zealand became the country partner for the Federation of Indian Chambers of Commerce. And ENZ appointed Stephen Fleming (a former New Zealand cricket captain and a coach in the Indian Premier League), as a brand ambassador. Ultimately, the ‘Think New-Think New Zealand’ message appeared in over 844 print, online and broadcast and stories.

The cumulative effect drove Indian student visas up 83 per cent and awareness among Indian students of New Zealand as an education destination jumped 33 per cent (as measured by TNS Brand Research in July 2014).