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Public Education Campaign of the Year


Gold
Campaign Title

WWF – The Last Word
Client

World Wildlife Fund
Agency

Ogilvy Public Relations Worldwide Limited

 

Hong Kong is a major transit hub as well as retail market of ivory. In order to mobilise public support to call on the local government to ban the ivory trade in the city, WWF Hong Kong launched its ‘Rewrite their future’ campaign, which invited citizens to make a pledge and to create a new Chinese character to accurately portray ‘elephant ivory’.
In Chinese, elephant tusks, or ivory, are literally known as ‘elephant teeth’, which led to the misconception that ivory somehow just falls off naturally, causing no harm to the elephants. Contrary to what this term suggests, the extraction of ivory from the world’s largest land animal inevitably leads to its death.
To end this confusion, WWF Hong Kong invited Hong Kongers to help African elephants rewrite their future. The organisation called on Hong Kongers’ creativity to invent a brand-new Chinese character which can accurately convey the link between ivory-extraction and the species’ death.
When creating their characters via the campaign website, Hong Kongers also concurrently submitted a pledge calling on the Hong Kong government to take concrete action to prohibit the city’s ivory trade.
The campaign struck a chord with many journalists, securing 15 major pieces of online and print coverage in a very small media market. All earned media stories described the campaign mechanics and goals and motivated petition signatures. The campaign generated an estimated 5.9 million media impressions in a market where the entire population is just 7.1 million. The clearest indication that the campaign achieved its desired outcome to help stop the slaughter of elephants through banning the ivory trade in Hong Kong was when CY Leung, the then-chief executive of Hong Kong, announced in his annual public address that there would be a total ban on the sale and processing of ivory.

Silver
Campaign Title

Second Life Toys
Client

Green Ribbon Project Committee
Agency

Dentsu Inc.

In Japan, the number of organ donors is significantly low: there are about 14,000 people annually waiting for organ transplant, and only 300 people can receive the transplant operation. Some patients need to wait over 15 years. The number of organ transplant operation performed for children under the age 15 is merely average of 2.6 cases per year, nationwide, over the past five years. The number in Japan is obviously deficient.

In order to combat this situation, Dentsu decided to communicate with parents and make them aware of the situations to increase the potential number of organ donors. With a budget of US$13,500, the agency had to create a campaign that has a strong visual impact to deliver the message. In order to promote the understanding of organ transplant operations for parents, the agency performed an ‘organ transplant operation for toys’. It used toys that are no longer played with to perform a transplant on broken toys to fix them. By not just simply fixing the broken part, but performing a transplant to the broken area, the transplant itself became visible. Moreover, by making the transplanted toys cute and evident as they are, the aim was that people would become aware of the importance of transplants, and it made the toys ‘living’ manifestation of something important that keeps on living after changing its appearance.

Dentsu designed the process to have mutuality, letting the recipient appreciate the transplant, but also reward the donor's act of giving, and communicate the meaning of being a donor through a thank you letter sent from the recipient.

Bronze
Campaign Title

Volkswagen Child Safety Initiative 2016
Client

Volkswagen Group China
Agency

Ruder Finn China

In China, road traffic accidents are one of the leading causes of injury and death of children under 17 years of age. Less than 1 percent of children are placed in safety seats, resulting in a child mortality rate 60 times higher than in European countries. There is no national policy on the mandatory use of child seats, although some local governments in Shanghai, Nanjing, Shandong and Shenzhen have established a traffic safety code for juvenile protection.

Volkswagen Group China, has taken on the daunting task of promoting public awareness of child road safety and improving public understanding of the importance of child safety seats, launching the Volkswagen Child Safety Initiative in 2013, a large-scale, long-term road safety education programme. In December, 2015, the group began establishing community-based Child Road Safety Experience Centres in major cities in China, where Volkswagen plants are located. By the end of 2016, it had set up centres in eight cities, benefiting approximately 80,000 people.

The centres use a combination of community-based and online communications, including road safety exhibitions and training courses for parents and children. Xinhua Little Reporters (for six-to-12-year-olds) took part and became road safety ambassadors. A competition was also held for young people to design future child safety. Two major online safety campaigns, ‘Baby on seat’ and ‘Volkswagen-Didi Taxi co-branding’, were also launched. ‘Baby on seat’ leveraged one of the most influential social media platforms in China and the popular celebrity known as ‘The best dad in China’. The campaign reached more than a third of China’s netizens. Volkswagen also partnered with Didi Taxi in an online campaign in which for every 3km donated, the customer could take a course at the centre. Some 210,000 participants contributed 10 million km ‘Taxi miles’ within two weeks.