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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.