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Public Sector Campaign of the Year


Gold
Campaign Title

The Shut-down Island!
Client

Miyakojima City
Agency

Dentsu Inc. & Dentsu Public Relations Inc.

Miyako Island in Okinawa Prefecture in Japan spans 160 square kilometers of pristine beaches, stunning coral reefs, and undulating hinterland. During summertime, it’s a popular destination for sun seekers and water sports enthusiasts but in Japan’s cooler winter months, visitor numbers decline – from over 40,000 per month to less than 30,000 – a blow to the island economy dependent on tourism. Local businesses suffered further in 2014 when the Orix pro baseball team ended a 22 year-association with Miyako by deciding to hold its spring off-season camp for the first-stringers in Miyazaki on Kyushu, drawing away thousands of Orix fans who travel to watch the training in February. The Miyako local government sought to lure out-of-season visitors without relying on the island’s traditional attractions of sun, sea and sand. A unique campaign was launched to promote Miyako Island as an Indiana Jones-like adventure holiday destination. To transform the island’s position, the agency created the ‘Shut down’ campaign. The plan was to turn the tourists and local islanders into explorers, getting them to examine cultural offerings and search through historical sites such as the tomb of local chieftain Tuyumya Nakasone for ‘clues’. While solving the mystery, the explorers would discover its less-visited attractions and tourist sites and spread word of their experience on social media. The results of a survey published in October 2014 by the Brand Research Institute found that Miyako Island’s ranking among Japan’s ‘most attractive’ regions rose from 34th in 2013 to 19th that year. Although tourist numbers decreased in January 2014 from 2013, the campaign still attracted 2,921 adventurers – triple the number expected – who injected about US$2 million into the island’s economy. The total number of tourists in January 2015 also rose to 29,800 from 27,320 the previous year. 

Silver
Campaign Title

Look Again Campaign
Client

Ministry of Gender Equality and Family
Agency

FleishmanHillard Korea

A series of child deaths from parental abuse shocked Korea. While the number of incidents doubled from 8,760 in 2012 to nearly 16,800 in 2013, less than 10 per cent of them were reported. Reporting rate for spousal violence was 1.3 per cent, and only 1 per cent of perpetrators were arrested. On average, domestic violence would go unnoticed for 11 years. According to research, a victim’s reporting decision was heavily influenced by initial responses by police and prevention organisations. In fact, there was widespread social perception that domestic violence was a domestic and personal issue that the family needed to resolve itself. The objective was to ensure aggressive interventions by police and domestic violence prevention organisations to raise the reporting rate, as well as raise awareness and shift social perception of domestic violence from family matter to crime. The campaign theme was built on: ‘The 8th of every month is look again day. One more look can end domestic violence’. It involved shared action, shared value through hashtags to get people t upload pictures of selfies holding a paper with hand-written ‘Look Again’ on their social media accounts such as Facebook, Twitter, and Instagram. These were linked to donation platforms, helping raise funds for domestic violence prevention groups. In addition, a series of education programmes in collaboration with the Women’s Human Rights Commission of Korea, Korean Institute for Gender Equality Promotion and Education, Women’s Hotline 1366, and National Child Protection Agency were held. The campaign led to positive results: the video press release was posted and viewed 130,390 times on online communities, and blogs, and shared on 40 different websites. There were about 8,500 people, who joined in the hashtagging and signature campaign on the donation website Happy Bean, raising US$20,000 for domestic violence prevention organisations. 

Bronze
Campaign Title

What's New With New Zealand?
Client

Education New Zealand
Agency

Genesis Burson-Marsteller

Education New Zealand (ENZ) – the New Zealand Government’s agency for the promotion of New Zealand as a study destination – knew that it needed to create new ways of engaging with students from India to increase student visas and export earnings. Target audience research led to a key insight: Indians only thought of New Zealand as a tourist destination. ‘Think New - Think New Zealand’ focused on showcasing the ‘new’ offerings of the country, while reinforcing the things that Indians already associate with New Zealand – adventure, outdoor experiences and most importantly, cricket. The campaign was executed across multiple platforms for a 360° integrated approach. Using public affairs, public relations, advertising, consumer promotions and digital amplification, ENZ drove home the education message in an engaging and relatable way. The collaborative effort led to an 83 per cent increase in New Zealand student visas for Indians between January – July 2014 as well as an increase of 33 per cent awareness of New Zealand as an educational destination in India. ENZ featured in over 844 print, online and broadcast national articles with a PR value of over US$5.8 million for print articles. More than 76 per cent of articles were exclusive ENZ stories that carried the ‘Think New-Think New Zealand’ message.