Authentic brand purpose prevails: The Drum Social Purpose Awards 2019 open for entries

Authentic brand purpose prevails: The Drum Social Purpose Awards 2019 open for entries

Marketers and advertisers alike are hugely influential over the content consumers see, read and hear. They deliver messages to mass audiences and to apply social purpose onto any campaign must come with due care and authenticity.

The Social Purpose Awards celebrates all modern-day marketing which is driving forward socially responsible marketing, brand purpose and a truer representation of society today.

Here The Drum takes a look back at some of the innovative winners from 2018.

Havas Group Media, HOY by Havas , AdverPR, Mufilms and DDL&CO: The Evita Bill

Havas decided to raise awareness about the gender pay gap in Argentina by making gender inequality a tangible matter, not just a concept or a cause. Studies into women's pay in the country found 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 Perón were, however, worth 127 pesos (27% more) - with the idea of ​​showing an inequality present in the current society.

Karmarama Accenture Interactive and All Out: Gok's Global Pride Makeover

With zero budget, Karmarama had to rely on reaching out to influential voices, moving them with their content and asking them to share for Gok's Global Pride Makeover.

With the help of major influencers, media publications and linear broadcasters getting behind what they had to say, Karmarama got LGBTQ+ issues to the top of the agenda and calling for a #globalpridemakeover.

Kindred and National Crime Agency: Invisible People

The National Crime Agency (NCA) tasked Kindred with raising awareness of modern-day slavery, where victims are forced to live and work in foul conditions, controlled with abuse and threats, and without the means to escape.

Although it's estimated suggest that at least 13,000 modern slaves exist in the UK, not many people know about it.

By making an invisible problem, visible, Kindred and the National Crime Agency helped people escape from modern day slavery. The disruptive exhibition of specially commissioned images traveled 11 cities in the UK gathering high profile press attention.

Brewgooder: The Big Well Dig

Brewgooder was 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.

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

Your social responsibility has never been more important, and we want to show the industry just what you've accomplished!

The Social Purpose Awards celebrates all modern-day marketing which is driving forward socially responsible marketing, brand purpose and a truer representation of society today.

Enter before July 25 and receive a discounted rate on your application.

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