Nominees Category: REGIONAL PR AWARDS

For over a century, students in Taiwan have worn uniforms to school, with two different styles: distinctly feminine for girls and masculine for boys. In recent years, critical voices have proposed allowing students greater choice and ways of self-expression through their dress, but drawn strong criticism from traditional sectors of society.

Vogue Taiwan, designer ANGUS CHIANG and the agency joined together to try a new approach to promoting inclusivity, using uniforms as the starting point. By creating a new set of gender-neutral uniforms, the team gave high school students the ability to break away from rigid codes of conduct and discover their own forms of expression.

From lookbook, press preview, amateur student model public walk show to event website, the campaign brought the UNI-FORM concept to one-fifth of high schools in Taiwan. With no marketing budget, the campaign grabbed media attention and positive discussion in Taiwan, China, and Hong Kong.

It’s not everyday your team stumbles upon a big, innovative idea that has the potential to drive true social change. But an idea having potential and actually influencing actionable change are two completely different things.

To achieve the latter, you need to drive relevancy, awareness, education and credibility of your innovative idea.

As was the case with Donation Dollar – the world’s first coin designed to be donated to those in need, not spent, when received in an Australian’s change.

As such, PR was identified as the lead channel to launch Donation Dollar, due to its strengths in remaining agile around a turbulent news agenda, reaching mass audiences through credible third-party editorial publishers, and leveraging KOL relationships to influence understanding and drive trust.

Long before plant-based meat was even a thing, MEET founder Stephen Dunn was working with Australia’s top research body, the CSIRO, to investigate alternative proteins. In 2020, the brand had perfected the product and was ready to launch in the Australian market. 15 years in the making, MEET is a pioneer in plant-based meat brands in Australia. Problem was, to everyone else, they looked like a latecomer.

We jumped competitors by using MEET’s factory opening – the first in Australia for a plant-based meat brand – to prove that MEET wasn’t late to the party, but instead a true innovator. Facilitated by The Hon Karen Andrews MP, Minister for Industry, Science and Technology, and attended by journalists from Australia’s top news publications – the factory opening proved that 15 years of careful research and development had paid off to perfect the taste and texture of plant-based meat, turning an assumed latecomer into a pioneer.

With overseas borders closed in 2020, more Australians were travelling to regional and remote outback areas than ever before. What many don’t realise is that only 14% of the Australian landmass is covered by mobile phone service. If you get lost in the bush, it’s near impossible to call for help.

This lack of travel safety knowledge results in over 2,000 search and rescue missions taking place in Australia every year.

Instead of another scare campaign, we subverted the country’s most iconic tourism slogan – So Where The Bloody Hell Are You? – into a safety campaign.

Introducing So Where The Bloody Hell Am I? by safety brand, GME.