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2020 Ideas

#NoConditionsApply | Times of India | India

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#NoConditionsApply | Times of India | India

In 2017, The Times of India sought to break a 400-year old tradition of division and turning it
in to one of acceptance. For the first time, unmarried women, divorcees, widows and the
LGBTQ community were welcome to join in the celebration of Sindoor-Khela.

More than 100 temples opened their doors to ALL women in 2017 and 2018. In 2018,
because of the success of the campaign in 2017, 60 more temples joined in. For the first
time, The Times of India disputed leadership in Kolkata with The Telegraph to become the
#1 English newspaper in the city.

All Together Cereal | Kellogg’s | USA

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All Together Cereal | Kellogg’s | USA

To show solidarity with LGBTQ youth, Kellogg’s released a limited-edition cereal ‘All
Together’ which brought all their brand mascots and cereals together as a symbol of
acceptance.
Launched on Spirit Day, for every box given away a donation was made to GLADD (Gay &
Lesbian Alliance Against Defamation). Such was the demand additional packs were
produced for sale with the proceeds going to the charity.
#SpiritDay obtained 2.2 billion impressions and retailers such as Target and Walmart have
requested a national roll out of the brand across the USA.

#BrailleBricksForAll | Dorina Nowill Foundation

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#BrailleBricksForAll | Dorina Nowill Foundation

19 million children are visionally impaired, yet there are not many materials adapted for
their education. The Dorina Nowill Foundation for the Blind sought an innovative resource
to improve life for the visually impaired and those around them. As an NGO with no budget,
they created #BrailleBricksForAll to amplify their message.
#BrailleBricksForAll got over 141 million impressions and 3.7 million interactions. The largest
toy manufacturer in the world not only became aware of the idea but was willing to
produce it. The Lego Braille Bricks are already in use in Denmark, Norway, United Kingdom
and Brazil. By 2020, it will be distributed free to a further 16 countries.

Civil Love | Absolut Vodka | Lebanon

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Civil Love | Absolut Vodka | Lebanon

Following years of Civil War, Lebanon remains a sectarian society underpinned by a law which prevents those from different religions from marriage. Absolute Vodka launched Civil Love to encourage their target market, the young millennials, to “create a better tomorrow tonight” and fall in love with others from different religions. They found a legal loophole and held a civil marriage on a boat just 12 miles from the Lebanese coast in International waters.

Absolute Civil love became a social movement and the new government proposed a motion to make civil marriage a civil right. The campaign also attracted traction with 30 million views and impressions and a 17.69% increase in sales.

How we helped Diversity win the Eurovision | Outbrain | Israel

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How we helped Diversity win the Eurovision | Outbrain | Israel

To demonstrate the power of their media platform and the importance of diversity in
culture and advertising, Outbrain helped Netta – a unique singer and outspoken advocate
for diversity - win Eurovision for Israel.

By targeting the most influential countries in Europe and exposing them to her music video,
they created support for their contestant well before the contest.
Netta won Eurovision in front of 180 million viewers creating 4.2 billion media impressions.

Our Flavor Has No Race | Postobon | Colombia

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Our Flavor Has No Race | Postobon | Colombia

Colombians use the colours of Postobón sodas to determine the flavour - the same way
racists use skin colour to define people. During October, when National Race Day is
celebrated in Colombia, Postobón launched a special edition of their 7 flavours but removed
their colours. This meant that people had to taste the drink in order to find out what flavour
was inside each bottle.
The campaigns achieved 9m impressions, more than $29,700 in earned media and was the
national trending topic for 22 hours. Positive sentiment increased by 93% and sent a
message of tolerance across the country.

The Business of Gender Equality | BI Norwegian Business School | Norway

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The Business of Gender Equality | BI Norwegian Business School | Norway

To help recruit international students, the BI Norwegian Business School created a campaign
based on the insight that there is overwhelming evidence that a higher labour force
participation rate by women increases economic output and increases the gross domestic
product (GDP).

Norway can demonstrate this with 72.4% Norwegian women employed, with the average in
OECD countries of 60.1%, and could allow them to claim, “women are more profitable to
Norway than oil”.
BI had a 16% increase of accepted applications with 800 students making a video to show
their motivation to be part of the Gender Equality Experience.

The E.V.A Initiative | Volvo | Sweden

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The E.V.A Initiative | Volvo | Sweden

Women are 47% more likely to be seriously injured, 71% more likely to be moderately
injured and 17% more likely to die in a car crash. The reason? Most crash tests are based on
male crash test dummies.
To make cars safer for everyone, Volvo created a digital library with data from more than
43,000 collisions and 72,000 people, the research became open and free to any company to
learn from.
So far, the film has garnered over 85 million views and has reached over 70 countries. It has
appeared in over 450 articles and has over 280 million social media impressions. Volvo got
the world talking about an issue many people were unaware of.

The Unbreakable Rainbow | Ben & Jerry’s | Poland

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The Unbreakable Rainbow | Ben & Jerry’s | Poland

In 2012 a giant rainbow sculpture appeared in Saviour Square in Warsaw the sculpture triggered hate among opponents of LGBT rights. After the original sculpture destroyed by vandalism, Ben & Jerry’s created an unbreakable and unbranded version. On social media they informed of their partnership of the equality parade and in the week preceding the projection they teased about the rainbow event. The day before the screening they organised a press breakfast to present the design installation. On the day of the event, they published a public invitation on social media, reported via live streaming and encouraged social media users to share their image.

The campaign resulted in a 47.5M reach and 355k live reactions and featured by international media including: The Washington Post, The Telegraph, China Post, The Guardian. Comedian James Corden mentioned the campaign to his 10.6M followers.

We Are All Equal | Pro Infirmis | Switzerland

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We Are All Equal | Pro Infirmis | Switzerland

There is a belief that only sad campaigns raise money. Pro Infirmis, Switzerland’s largest organisation for people with disabilities, took a different approach

Their humorous campaign highlighted situations that both able and disabled share and not the differences, conveying that people with disabilities are simply a part of our society.

The campaign resulted in 38 PR contributions, reached 8M globally and had 13.6k interactions on Facebook.

Hulu Sellouts | Hulu | USA (2019)

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Hulu Sellouts | Hulu | USA (2019)

Fried Chicken Bath Bombs | KFC | Japan (2018)

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Fried Chicken Bath Bombs | KFC | Japan (2018)

The All-In Promo | Noblex | Argentina (2018)

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The All-In Promo | Noblex | Argentina (2018)

The Slowest Pizza Delivery | Sargento | USA (2019)

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The Slowest Pizza Delivery | Sargento | USA (2019)

Potty Mouthed Princesses | FCKH8 | USA (2014)

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Potty Mouthed Princesses | FCKH8 | USA (2014)

Hungerithm | Marathon Bars | Australia (2017)

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Hungerithm | Marathon Bars | Australia (2017)

The Candidate | Heineken | USA (2013)

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The Candidate | Heineken | USA (2013)

Bentley Burial | ABTO | Brazil (2013)

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Bentley Burial | ABTO | Brazil (2013)

Club de Cuervos | Corona | Mexico (2019)

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Club de Cuervos | Corona | Mexico (2019)

The Man Your Man Could Smell Like | Old Spice | USA (2012)

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The Man Your Man Could Smell Like | Old Spice | USA (2012)

Closed for Maintenance – Open for voluntourism | Visit Faroe Islands | Denmark (2019)

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Closed for Maintenance – Open for voluntourism | Visit Faroe Islands | Denmark (2019)

Visit Faroe Islands had a dilemma - to increase tourism in a country without the necessary infrastructure and where one third of the population didn’t want more tourists. They decided to make a bold move.

The Faroese PM announced they were ‘Closed for Maintenance, but open for voluntourists’. All major tourist sites were closed but voluntourists were invited to help maintain and care for the Islands in return for accommodation and food.

Within 4 days, 3,500 people signed up and volunteers from 25 countries arrived to help. Today, the top ten sights have all been improved. The campaign made headlines all over the world and resulted in more than 600 news articles, an online readership of 6b and 50,000,000 social media interactions.

Igniting a Global Conspiracy to #GetNZontheMap | Tourism New Zealand | New Zealand (2019)

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Igniting a Global Conspiracy to #GetNZontheMap | Tourism New Zealand | New Zealand (2019)

Tourism New Zealand wanted to create a social campaign that turned the unfortunate issue of New Zealand being left off world maps into a global conspiracy, suggesting jealousy as the reason.

Fronted by New Zealand Prime Minister, Jacinda Ardern, and popular actor Rhys Darby, the social film light-heartedly made this issue a matter of national importance. It encouraged viewers to help put New Zealand back on the map, by sharing all the great reasons to visit, using the hashtag #getNZonthemap.

With a $0 Media Spend, they achieved $10 Million worth of earned media, 11m+ organic views worldwide (and counting), 1.3b total reach and a 66:1 ROI.

The World’s First Heart Rated Tourism Ad | Tourism Ireland | Ireland (2019)

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The World’s First Heart Rated Tourism Ad | Tourism Ireland | Ireland (2019)

In a world of star ratings and online reviews this campaign showed “culturally curious” travellers how Ireland can leave you emotionally fulfilled.

A Swedish couple (who had never visited Ireland before) were fitted with a head- mounted camera and heart-rate monitor, then tracked their physiological responses to a range of experiences.

The data was then used to determine what footage made it into the final campaign.

Raw emotional data that shows the world how Ireland makes people feel.

The Photography Ban | Graubünden Tourism | Sweden (2019)

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The Photography Ban | Graubünden Tourism | Sweden (2019)

It is scientifically proven looking at other people’s beautiful holiday photos can make you sad.

So, the stunning mountain village of Bergun legally banned photography – so they cannot be shared and make people sad.

When the media were alerted to this news of the ban quickly spread across the globe and as a result people from all over the world started to search for photos.

With a media budget of zero the stunt generated media worth of 9.1m Swiss francs.

And bookings for Bergun rose by 470%

Be Part of the Font | Philippine Department of Tourism | Philippines (2019)

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Be Part of the Font | Philippine Department of Tourism | Philippines (2019)

This was a 100% crowdsourced tourism campaign taking a lead in reducing the carbon footprint with no actors, shoots and flights.

A custom-made font using the traditional hand-painted style of Filipino sign painters was created to encourage visitors to turn tourist photos into ads for the Philippines.

The result was an immediate +200k images on Instagram which helped generate an 11% increase in search results with a direct correlation to visits.

Dundee: The Son of a Legend Returns Home | Tourism Australia | Australia (2019)

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Dundee: The Son of a Legend Returns Home | Tourism Australia | Australia (2019)

How could Tourism Australia capture the attention of the American market in a sea of tourism campaigns?

The answer, Crocodile Dundee.

Tourism Australia leveraged the popularity of the 1986 movie to create a spoof film, that was in fact, a tourism ad.  The campaign was launched on social with a cast of A-list Australian celebrities and culminated in a Super Bowl ad that initially fooled the audience and achieved the stand-out needed.

Dundee was the #1 searched, viewed and shared Super Bowl ad.  It achieved earned media of $84.4m and reached 7.7 billion people.  This translated to 900% increase in organic booking enquiries.

Sensorial Tours | Ministerio De Turismo | Ecuador (2018)

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Sensorial Tours | Ministerio De Turismo | Ecuador (2018)

Ecuador is world-famous for its flora and fauna which attracts tourists from all over the world.  However, many of these attractions were only accessible to able bodied tourists.  With the support of Ecuador President, Lenin Moreno, himself a wheelchair user, the Ministerio Du Tourism set about creating tours that were accessible to all.  They created the first fully accessible, sensory 2-day experiences for travellers with visual disability, hearing impairment and reduced mobility.

Since the launch of this sensory experience to make Ecuador a disability friendly nation, they have recorded an increase of 57% of disabled visitors to the country.

Palau Pledge | Palau Legacy Project | Palau (2018)

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Palau Pledge | Palau Legacy Project | Palau (2018)

The Palau Government passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp. The agency worked with the client (the Palau Legacy Project, a sustainable tourism marketing body), the government, the tourism industry and citizens to implement the new policy.

Launched at the UN, the Pledge has garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is both local and global.

While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment.

No need to Fly Around the World in Germany | German Rail | Germany (2019)

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No need to Fly Around the World in Germany | German Rail | Germany (2019)

72% of Germans prefer to spend their holidays abroad, because they find Germany boring. 

To encourage Germans to explore their country, they created a campaign comparing images of iconic tourism destinations around the world with similar images in Germany. There was one huge difference, the price. Using algorithms, Facebook data and geo targeting, they also used social influencers and their locations to calculate these comparisons in real time.

The campaign had a click through rate 850% higher than usual German Rail campaigns, 23.5million ad impressions, 6.61% conversion and increased revenue by 24%.

Club de Cuervos | Corona | Mexico

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Club de Cuervos | Corona | Mexico

Club de Cuervos is one of the most popular Netflix series in Mexico and Corona sponsors the series and the team. Corona sponsor the team from Club de Cuervo as if it were a real one. T-shirts, caps and jerseys were sold all over the county and to celebrate the Club de Cuervos championship, press releases were launched digitally and in the press, culminating with the launch of the Corona and Club de Cuervos limited edition can.

The campaign garnered over 10 million impressions, more than 700,000 consumers posts and became the most sold beer on Amazon.  

The Grand Finale | Heineken | Brazil

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The Grand Finale | Heineken | Brazil

To demonstrate that a UEFA Champions League match is as exciting as watching a great drama, Heineken organized an orchestra to play at a live event during the final. For each game move, a different soundtrack was improvised by 35 musicians.

Announced as the first musical match in history all 2,500 tickets sold out in record time.

As an unexpected surprise Brazilian soccer legend Ronaldinho led the orchestra.

The Grand-Finale had 88M media exposures and became national news, becoming Heineken’s most-viewed campaign in history.

Snelweg Sprookjes | Volkswagen | The Netherlands

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Snelweg Sprookjes | Volkswagen | The Netherlands

Volkswagen created ‘Road Tales’, a location-based audiobook app that brings highways to life which through the car’s sound system encouraging children to use their imaginations and not their mobile devices

They scanned the entire Dutch highway system and worked with several illustrators and award-winning children’s book writers to make the experience feel both innovative ánd handcrafted. Car-stickers of the characters were given to schools and were handed out at dealerships.

The Road Tales app reached the #1 position in the app store’s book category within 3 days and over 30,000 tales were told on Dutch roads within the first month.

The Electric Helper | Chevrolet | Mexico

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The Electric Helper | Chevrolet | Mexico

At the peak of Mexico’s fuel crisis, Chevrolet took to the streets with their first 100% electric car, the Bolt EV to scout for gas stations with gasoline available to help drivers find fuel without using a single drop themselves

The information was posted on #ReporteGas in real time

Visiting 270 gas stations and driving 238 miles on a single charge this promoted the Bolt EV as the perfect car for the future

Their reports reached 43 million grateful drivers,gained worldwide headlines, increased traffic to their website by 187% and increased sales of the Bolt EV ten-fold

Savlon ID-Guard | ITC Foods | India

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Savlon ID-Guard | ITC Foods | India

Countless children in India succumb to preventable diseases like diarrhoea because they don’t have the habit of washing hands with soap Many of these students wear a mandatory ID card as part of their uniform.

Savlon repurposed these ID cards with a small pouch that kept a replaceable handwash sachet which was readily available every time schoolchildren washed their hands

Savlon ID Guards were distributed across more than 3,000 schools across India.

Over the last year, Savlon grew market share by 1.6 %, while market leaders Dettol and Lifebuoy saw their shares decline by 0.5% and 3.1% respectively.

Change The End | Lösev | Turkey

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Change The End | Lösev | Turkey

Losev is a Turkish health foundation for children with leukemia.

The idea here was to create an alternative ending for one of the saddest movies in Turkish cinema history. In the new film the little boy with leukemia survives and there is a happy ending.

This reflected the dramatic difference in survival rates from 10% in the 1970’s to the rate today of 94% helped by the work of Losev.

The new movie was shown on national TV and in cinemas across Turkey helping to raise awareness and funding for Losev.

Donations increased by 30% during the campaign 

Generation Lockdown | March for our Lives | USA

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Generation Lockdown | March for our Lives | USA

This campaign was developed to increase pressure on politicians to reform gun law in the USA.

In 95% of schools in the USA lockdown drills are as common as maths or science. This campaign features an 11 year old girl who recites the instructions she learned in school in disturbing detail.

The millions who watched the film were exposed to the grim realities of being a student in the school shooting era.

#Lockdowngeneration was created after the film had 22.9 M views in one week and several high profile politicians have committed to finding a real solution to the serious issue

Hungry Puffs | Foodbank WA | Australia

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Hungry Puffs | Foodbank WA | Australia

Hungry Puffs is a product specifically created and designed to immediately engage grocery shoppers at the very moment they’re buying food for their own families.

At this “moment of truth”shoppers are compelled to support a much bigger cause – feeding other children who go without breakfast every day.

Hungry Puffs were stocked in over 40 supermarkets across Western Australia with the purchase price of $5 going to the charity who could use it to provide 10 children with their next meal

62k boxes of Hungry Puffs were sold raising $312k and donations to the Foodbank doubled during the campaign.

Don’t Tell me What to do | Edgars | South Africa

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Don’t Tell me What to do | Edgars | South Africa

Edgars had completely lost relevance with a contemporary African audience

An African musical and original song became an anthem for self-expression and re-connected Edgars into current culture.

The campaign needed to reflect a diverse audience of ethnicities, genders, backgrounds and cultures without patronizing our alienating their audience showing Edgars is a brand that stands for all types of self-expression

The campaign created a cultural movement with an earned media of $3.8M and increased positive brand sentiment for Edgars by 533%

Scent by Glade | SC Johnson | USA

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Scent by Glade | SC Johnson | USA

Glade’s biggest share of sales comes from Walmart, the biggest retailer in the USA – but the rise in online shopping is working against both brands.

This campaign made it possible for consumers to sample their fragrances when shopping online making a Walmart delivery more interesting and surprising

Glade transformed the ubiquitous packing pillows that typically protect online orders into a sampling experience of their new fragrances and opportunity to purchase.

Within 4 weeks of launched they generated over 11 media impressions and 83% increase of online sales via the Walmarket e=commerce channels

The MSunderstood Café | Roche Products & MS Ireland | Ireland

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The MSunderstood Café | Roche Products & MS Ireland | Ireland

To improve access to MS treatment in Ireland an experiential pop-up café was created on a busy street in Dublin to demonstrate the symptoms and provide insights into the daily challenges faced by people with the illness.

Hidden cameras captured customers’ reactions and the resulting video encouraged viewers to take action at the campaign website.

The campaign reached over 13 million in a country of 2 million adults and resulted in a meeting with MS Ireland and the Minister of Health.

This Bike has MS | MS Australia | Australia (1)

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This Bike has MS | MS Australia | Australia (1)

To raise awareness and money MS Australia put a team together of health professionals, bike mechanics and MS sufferers to build a bike with the symptoms of MS.

A bike with a heavy frame, unbalanced handlebars, broken gears, no brakes.

They asked Shane Kelly an Olympian cyclist to use the bike in a competitive event that gained coverage in over 30 countries worth more than $7M of earned media. Similar bikes are now being built all over the world and being used for educational purposes.

They also raised more than £1M for treatments

HandiCab | Ford | Netherlands

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HandiCab | Ford | Netherlands

55% of Dutch people with a disability are struggling to find a job.  To demonstrate the capabilities of the disabled community, Ford launched HandiCab, the taxi firm with exclusively disabled drivers.

The reaction was divided.  Many travellers simply did not trust the disabled drivers and declined the experience.  Those that did discovered that disabled people are perfectly capable. 

 HandiCabs was trending on social media with 4.6m views with coverage across press and TV.  Importantly Ford have led by example and now employs over 4,200 people in Europe with disabilities.

Touch the Music Project | Hyundai | Korea

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Touch the Music Project | Hyundai | Korea

Hyundai brought music to the hearing impaired, by transforming music into vibrations so that people who cannot hear can listen through their fingertips.  Their innovative Music Seat brought the joy of listening to music to deaf and mute children who felt the emotive effect of music.

For every 1000 likes, Hyundai donated a Music Seat to deaf mute schools across Korea.  This achieved over ½ million YouTube views 51,000 online donations leading to over 5000 donated seats.  Hyundai are now considering featuring the Music Seat in actual cars.

Changing the Game | Microsoft | USA

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Changing the Game | Microsoft | USA

The video games industry has long ignored the issue of gamers with limited mobility.  The introduction of the Xbox Adaptive controller, Microsoft levelled the playing field for 33 million gamers.

The new controller was developed after speaking to children with mobility needs and seeing first-hand the hacks this audience were using in order to play.

The campaign was launched with an ad during the Super Bowl and which generated a global conversation on gamers with disabilities.  More importantly it empowered gamers and led to a change in the industry with competitor companies releasing their own adaptive controllers.

pUp Syndrome | Pedigree | Russia

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pUp Syndrome | Pedigree | Russia

In Russia, a country of 46m people, only 4 people with Downs Syndrome are officially employed. Pup Syndrome set about changing perceptions of people with this condition

They were given the chance to show what they were capable of in a job where they would not be judged for their disabilities, a Dog Hotel.    It demonstrated they are ready, willing and able to work.

 The campaign led to a significant increase in employers who wished to employ individuals with Downs Syndrome.  The Charity DownSideUp also opened a new department to find employment for people with this specific condition.

Dot Mini - The First Smart Media Device for the Visually Impaired | Dot | Germany

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Dot Mini - The First Smart Media Device for the Visually Impaired | Dot | Germany

Only 3% of text content worldwide is available in a braille format.  This means that the 285 million visually impaired people have been severely restricted by what they can access.  Indeed, even if text was translated to braille, the translations themselves were often ambiguous.

Harnessing AI technology, the Dot Mini is the first device that can access, and therefore translate, any digital text independently.

The Mini Dot is a truly life changing device for the visually impaired.  300,000 books are already available on the device and the dot translation engine now has capabilities close to human accuracy.

Lucy | Prince of Wales Hospital | Australia

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Lucy | Prince of Wales Hospital | Australia

Even in modern hospitals, the primary communication system between patients and hospital staff is a bell and a light.  This leads to inefficiencies, and worse, patients being put in danger as requests cannot be prioritised in order of those most urgent.  At worst, this can mean the difference between life and death.

Lucy, a voice activated bedside assistance service either accesses the database of FAQ or contacts the appropriate nurse to respond.  Lucy also has important implications to help ensure efficient staffing levels.

Lucy has led to a 79.8% reduction in emergency response times.

Blink To Speak | Asha EK Hope Foundation | India

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Blink To Speak | Asha EK Hope Foundation | India

60 million people around the world live with a paralysed body and alert mind.

Blink to Speak is the world’s first eye language, giving paralysed people a method to interact without speech.  This innovative approach allows patients to communicate the 50 most common requests to their carers, simply by moving their eyes.     

Blink to Speak has been adopted by over 5000 patients and their families all over the world, who otherwise would have been excluded from accessing help due to excessively high costs.

Seeing AI – Talking Camera App for the Blind | Microsoft | USA

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Seeing AI – Talking Camera App for the Blind | Microsoft | USA

The Seeing AI camera app from Microsoft, turns the visual world into an audible experience.  

Using AI tech, the app can read text, but also translate images into a narration.  From shopping in the supermarket, to reading post the app can narrate the situation to the user.  The app also features tech to read the emotion on a person’s face and turns that into an audible message.  It can even make other apps, such as Twitter accessible by providing spoken commentary to their photos.

Since its launch in 2017, this free app has helped its 200,000 blind users complete 7 million tasks.

Blind Passion | Flamengo | Brazil

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Blind Passion | Flamengo | Brazil

In Brazil the law entitles deaf people, and one escort, to attend football matches for free.  But it can be hard to find a friend or chaperone to accompany them.  The solution? Blind Passion, the app that connects blind fans with to able bodied Flamengo fans to escort them to the match.

The app was developed, and a campaign launched to connect with disabled and able-bodied fans and then paired those who lived close to each one another. 

The campaign generated 5m of earned media but importantly saw engagement from the fan base where 700 blind people signed up, along with over 8000 non-disabled escorts. 

i rescue | Amblyopia World Campaign | Colombia

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i rescue | Amblyopia World Campaign | Colombia

Treating Amblopia (“lazy eye”) is not difficult, but for children in rural or poorer areas who do not have access to regular medical care, it can go undiagnosed.  As a result, children can needlessly lose their sight.

By inserting masks into newspapers, Amblyopia was able to reach a wide cross section of the community.  These masks were made attractive to children, and by giving simple instructions parents were able to diagnose potential Amblopia in their child and provided treatment if it was required.  The masks have helped 1500 children and Amblyopia expect to reach 300,000 children a year when they are distributed in a wider scale.

People. Not Symbols | Access Israel | Israel

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People. Not Symbols | Access Israel | Israel

Access Israel repurposed the iconic *parking for disabled” signs so often ignored and used them as a media platform to raise awareness of the issue by replacing the icons with pictures of real people

The R Word | Avivo | Australia

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The R Word | Avivo | Australia

“Retard” appears on Twitter every 5 seconds. Yet the word is offensive, not just to people with disability, but their friends and families.

To raise awareness about the impact the R word has a Twitter bot was created to detect any English language use of it. The bot then instantly replies with a video message from someone affected by the word, talking directly to the person who just used it.

StillSpeakingUp | Propuesta Civica | Mexico

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StillSpeakingUp | Propuesta Civica | Mexico

The voices of murdered journalists were brought back to life and their Twitter accounts re-activated to speak the truth about their own killings providing the circumstances that led the crimes and suspects.

Why are there no women on our banknotes? | BGZ BNP Paribas | Poland

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Why are there no women on our banknotes? | BGZ BNP Paribas | Poland

BGZ BNP Paribas strengthen their image as a bank for a changing world by creating a nation-wide debate on women’s role in society and their growing influence and stature before introducing a debit card with a woman on the front.

Rebuilding History | National Museum | Brazil

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Rebuilding History | National Museum | Brazil

To put pressure on the government to reconstruct Brazil’s iconic National Museum after it was destroyed by fire children were encouraged to build it using Lego. These were then submitted to Lego Ideas a social platform where a public vote is used by the brand to launch new products.

The Face of Distracted Driving | AT&T | USA

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The Face of Distracted Driving | AT&T | USA

Videos of 2 victims who died due to a distracted driver were created to show how they would have looked like and sounded like explaining their deaths as if they were still alive. 

Designated Fan | Paceña | Bolivia

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Designated Fan | Paceña | Bolivia

The beer brand Pacena rewarded a fan attending a major music event who had not been drinking with the opportunity to drive the celebrity performer back to their hotel after the show.

The Zero Tolerance Ribbon | 28 Too Many | Egypt

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The Zero Tolerance Ribbon | 28 Too Many | Egypt

To raise awareness of the inhumane practice of Female Genital Mutilation (FGM), still widespread in Egypt. the universal shape of awareness ribbon was turned on its head to create a powerful statement that literally spelt out the word “No” in Arabic.

Unquiet Voices | Anais Association | Romania

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Unquiet Voices | Anais Association | Romania

Using seemingly innocent footage of domestic violence from silent movies a 40-minute movie was created using the voices of real victims to break their silence.

From the Other Side | Diversity Education Projec | Japan

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From the Other Side | Diversity Education Projec | Japan

A new type of educational tool was created which nurtures diverse viewpoints by encouraging children to consider social issues like justice, LGBTQ+ rights, and the value of life from different perspectives

In association with our online learning partner