GOLD
Channel 4, PHD, Wavemaker and Zenith with NatWest, Nationwide and Sainsbury's
Beco, Harry Specters, Ignition Brewery
Disability Works
Channel 4 has a strong heritage with regards to supporting a diverse and inclusive workplace, but it believes there is still progress to be made when it comes to recruiting disabled employees.
It partnered with three major brands (NatWest, Sainsbury’s and Nationwide), and with three social enterprises to showcase just how effective it can be when businesses hire disable talent. These enterprises were Ignition Brewery, organic soap provider Beco and luxury artisan chocolate maker Harry Specters.
The result was Disability Works, an ad break takeover championing three innovative and game changing social enterprises which proudly boast a predominantly disabled workforces and which champion the economic contribution of disabled people to the UK workplace.
The break took over an entire ad break on International Day of Persons with Disability and was funded by major brand partners and match funded by Channel 4. Each major brand showcased the ad of their partnered social enterprise in a branded introduction.
Each of the three social enterprises ads were viewed live by more than 720,000 people, and thousands more through Channel 4 social, and all three experienced substantial increases in sales and web traffic. Judges said: “Big brands supporting these inspirational brands is a heartwarming collaboration that delivers tangible and important results.”
SILVER
Channel 4, PHD and The Garden
The British Heart Foundation
24 Hours in A&E Heart Special
British Heart Foundation needed to find a new, compelling way to communicate the link between their pioneering research funds and the lifesaving treatments people receive every day. Its campaign focused on telling stories about the frontline impact of the charity’s work.
Together with factual TV producers The Garden, makers of the popular Channel 4 show 24 Hours In A&E, Channel 4, PHD and BHF created Heart Special, a programme focusing on three individuals who found themselves in A&E with serious heart and circulatory conditions. It was a mammoth team effort; from 4Sales, PHD and BHF getting the campaign off the ground, to then working cross- department in Channel 4 with commissioning, social and marketing and working closely with the production company.
BRONZE
Calm
Carling
Carling and CALM Save Lives in Lockdown
If there is one place where men can have an honest conversation about their feelings, it’s at the pub. During lockdown, however, pubs were shut, giving men fewer chances to address mental health issues.
Carling teamed up with CALM, the UK’s leading movement against suicide, to get young men talking, and give them confidence to seek CALM’s support when they need it most. The campaign was themed around football, with the idea of sharing a positive message through
virtual "team talks". Carling adapted its logo and changed it from Carling to Caring, in partnership with CALM.
Team Talks were delivered by football idols including Stuart Pearce and Terry Butcher, with the content amplified through brand social channels and football platform Copa90.
FINALISTS
Disney: Girls Who Change The World, IBM
OMD, Queer Britain, Guardian and gal-dem: Levi’s Pride, Levi’s
Posterscope, JCDecaux and Clear Channel: The Moments of Truth
Twitter UK with BBH, itb, Mc&T: #SafetyInANumber - Refuge and Twitter join forces to help save the lives of domestic abuse
