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Havas Media's fight for equality: The Drum Social Purpose Awards 2018 winners revealed


By Dani Gibson | Senior Writer

November 29, 2018 | 6 min read

Havas Group Media and Karmarama Accenture Interactive have won the top accolades at The Drum Social Purpose Awards 2018.

Havas, along with HOY by Havas , AdverPR and Mufilms have been awarded The Best of the Best and Best Stunt or Live Event for it's work with DDL&CO on the Evita Equality Bill in Argentina.


Havas Media's fight for equality: The Drum Social Purpose Awards 2018 winners revealed

Havas decided to raise awareness about gender pay gap in country by making gender inequality a tangible matter, not just a concept or a cause. Pay studies in Argentina say that Argentinian women earn, on average, 27% less than men. In an attempt to highlight that gap, Havas created 100 pesos notes with the portrait of the glamorous and controversial former first lady of Argentina, Evita Perón and also featuring images of Julio Argentino Roca, an army general who served as 8th President of Argentina.

The 100 pesos notes featuring Evita Perón were, however, worth 127 pesos (27% more) - with the idea of ​​showing an inequality present in the current society.

Member of the judging panel and creative director at JWT, Jo Wallace said: "For customers shopping in DDL & Co it instantly and tangibly demonstrated the injustice behind men being paid more than a woman, in a contentious yet inclusive way.

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"By (literally) putting their money where their mouth was, DDL & Co created greater awareness and discussion around the gender pay gap issue amongst both men and women. A beautifully simple yet innovative idea that the judges unanimously agreed deserved a Grand Prix."

Jerry Daykin, head of global media partnerships at Diageo took on the chair of the judging panel role this year. He awarded Karmarama Accenture Interactive and the Gay Times for their work with All Out.

Gok's Global Pride Makeover had a total media budget of £0. Therefore, Karmarama had to rely on reaching out to influential voices, moving them with their content and asking them to share. With the help of major influencers, media publications and linear broadcasters getting behind what they had to say, getting LGBTQ+ issues to the top of the agenda and calling for a #globalpridemakeover.

Daykin said: “It’s been fantastic to see the acceptance around Pride/LGBTQ+ issues in the UK increase hugely over the past few years, and to see more and more companies finding a way to get positively involved.

"That said, the Gok campaign was a powerful way of highlighting just how different that situation can be in other parts of the world, and using a seemingly light hearted piece of content to bring attention to really serious issues which still affect millions of people’s lives.”

Taking home Campaign of the Year (for profit) and Best Brand/Charity Collaboration are Brewgooder, for The Big BrewDog Well Dig 2018.

The craft beer brand are on a mission to bring one million people clean drinking water in developing countries. Since launching on World Water Day 2016 they have sold over one million cans of Clean Water Lager and helped bring over 40,000 people in Malawi clean drinking water by donating our profits to well digging and repair projects.

In 2018, they brought staff from the top performing bars to find out for themselves the impact they had made through doing their day jobs.

Reuben Turner, creative partner at the Good Agency said "This was a memorable and impactful initiative that genuinely involved staff in delivering the mission. Too many brands relegate partnerships to handing over a cheque or putting on an event. Brewgooder delivered genuine impact for people living without water, but also a life-changing experience for the staff who made it possible. A worthy winner that embeds purpose into the whole business model."

Other winners include: Kindred for Campaign of the Year (not for profit), Matthew Waksman for Champion of Change 2018, Kindred for Team of the Year, Publicis Sapient for Best Digital Campaign and Small Robot Company for Best Use of Technology.

A full list of the winners can be found here. The awards ceremony took place on 29 November at The Postal Museum, London. To register your interest for the awards in 2019, click here.


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