The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Cheil Worldwide the Corner Do It Day

Weber Shandwick and ActionAid UK's brutally cut FMG video wins big at the Marketing Can Change the World Awards 2017


By Dani Gibson, Senior Writer

November 16, 2017 | 5 min read

Recognising the power of marketing is at the core of the Marketing Can Change the World (MCCTW) Awards and Do It Day. Weber Shandwick for ActionAidUK, for drawing attention to the risks and dangers surrounding female genital mutilation (FGM), has scooped the campaign of the year (not for profit) award.


Weber Shandwick wins campaign of the year for ActionAid UK's 'Brutal Cut' at Marketing Can Change the World Awards 2017

The global public relations firm also snapped up three other awards: best social media strategy or campaign, best digital strategy or campaign and best PR strategy.

The Brutal Cut campaign is a short video featuring a message from a Kenyan girl who faces FGM, which was cut into online content across the web and raised greater awareness and conversation around FGM.

Marc Cave, a judge of the MCCTW panel and partner at Green Cave People said: "I like the energy of this campaign. So often campaigns are just a few quick stunts and goodnight. This one is creative and enduring in its media distribution.

"It just shades it for me over L'Eau de Chris (another fantastic mash-up of disciplines) because it raised £2.5m and attracted £250,000 of Lottery funding too. Congratulations."

Taking home the Chairman's Award, and highly commended for best video, is TMW Unlimited for its work with Lynx on Men In Progress, which featured guys talking about several topics – from the last time they cried, to how they feel about their body, to their relationship with their father.

Chairman of the MCCTW panel, Wayne Deakin, former executive creative director, AKQA said: "I selected this work because I like the ambition it is trying to achieve. A drive from a brand like Lynx, to want to challenge what it means to be a man today can only be a good thing for the world, don’t you think? That’s great ambition and frankly, us men have a lot to answer for!

"All the dark stuff of late in the media made me think here’s a small chance to shine a spotlight on men. To highlight a real need of creating better role models in this world. No one is born knowing how to be a man. We learn the right ways from good men around us.

"Before, Lynx was similar to an angry teenager but now it shows a mature brand that has found a change of direction and some purpose. The ambition of this work is a small positive step in the right direction."

Another campaign that made a real impact is Raw London's work with Northumberland Domestic Abuse Services on Control, who won best video. The videos aimed to change the way people viewed and understood emotional abuse, bringing to the forefront of young people's minds to rethink their situation or of those around them.

Cave explained: "A simple, powerful idea. Executed skilfully, thoughtfully and poetically. For me the clear winner in this category for ideation, innovation, production craft and results relative to budget.

"All the dark beauty of 'Black Swan’ without the Hollywood budget. Great job."

Winners also include, Cheil (Thailand) Ltd for; best stunt or live event, best use of technology and innovation of the year; Carat UK for good cause of the year and YMCA & Dove for team of the year.

For a full list of the winners, please click here.

The awards took place in conjunction with Do It Day, which were held on Thursday 16 November at the imagination office in London alongside the awards.

Cheil Worldwide the Corner Do It Day

More from Cheil Worldwide

View all


Industry insights

View all
Add your own content +