Huawei, Crowdfunder, Smirnoff are among the many brands taking home the coveted Drum gong at The Drum Social Purpose Awards 2019, for their contribution to driving forward socially responsible marketing, brand purpose and a truer representation of society today.
FCB Inferno and Huawei took home the Grand Prix and three more awards for StorySign, an app launched in December last year. It was created by an alliance of international partners, including 11 deaf charities and Academy award-winning animators.
As the first global literacy platform for the deaf, the app opened up the world of books to 32 million deaf children and their families by scanning the words in children’s books and instantly translates them into sign language.
Judge and director of marketing at Pride in London, Tom Stevens said: "The best ideas are those which are so theoretically simple they make you say 'How is it possible this hasn't been done before?'. That is true of StorySign, in which Huawei have used what they are best at to address a real need that has the potential to make a game-changing different to millions of children and people globally.
"The impact this could have on both deaf and hearing families over the coming decades is extraordinary and so it is a worthy winner of the Grand Prix."
For its ‘Led By Donkeys” campaign, Crowdfunder UK was awarded Best Social Media Campaign and the Chair Award.
On the back of Brexit, Crowdfunder believed people deserved another say. With a flailing governed parliament, an anonymous group of four everyday people came together over a pint and took matters into their own hands. “Led By Donkeys” opened politics to the masses by using humour to shine a spotlight on the truth so journalists couldn’t ignore it.
The campaign was a success with an editorial reach of 1.5 billion and counting. Tens of thousands of people have taken part, helping to unfurl banners or pledging £700,000 to create the biggest crowdfunded political movement in UK history.
Chair of the judging panel and founder of The Good Agency, Reuben Turner said: “This is a really impactful campaign and people power at its best with no budget or organisational support.”
As a brand, Smirnoff’s purpose is to move the world to be a more inclusive place and the “Labels are for Bottles” campaign championed nightlife as a safe space for the LGBT community, winning the Best in Brand Purpose award.
The long-term partnership between Smirnoff and LGBT Foundation set out to harness the brand’s influence in nightlife culture, including: LGBT awareness and allyship training for Smirnoff’s on trade customers and network of bartenders, a guide for consumers on LGBT understanding and consultancy with internal resource group Diageo Rainbow Network to drive positive change from within.
Judge and creative director at JWT, Jo Wallace said: "The panel were all unanimous in voting for this campaign which sees Smirnoff bringing about a positive change in a space where they can very much deliver against a relevant, higher purpose.
" Partnering with the UK charity LGBT Foundation to ensure a safe, inclusive space for all and consulting with relevant groups to also produce guides to help foster understanding delivered a genuine depth to the more visible, impactful ‘Soho Angels’ activation."
Full list of winners
Best of the Best/ Campaign of the year (for profit)/Best Brand/Charity collaboration/Innovation of the year/ Best Use of Technology
StorySign - Powered by Huawei AI
Agency: FCB Inferno
Chair’s Award/ Best Social Media Campaign
Led By Donkeys
Campaign of the year (not for profit)
“Jiggle, Wiggle” - Your Sexual Health Matters
Agency: Social Change UK
Client: Derbyshire Community Health Services NHS Trust
Change Maker of the year
Best in Brand Purpose
On the One pres. Smirnoff x LGBT Foundation: Making nightlife a safer, inclusive and more understanding space for all
Agency: On the One
Best in Community Engagement
Puffin World of Stories
Agency: Penguin Random House UK
Best in Diversity & Inclusivity within an organisation
A consultancy made up of minorities
Agency: The Unmistakables
Best PR Campaign
The Journey to Future Men
Client: Future Men
Best Digital Campaign
The Dynamic Blood Appointment
Agency: 23red, Clear Channel UK
Client: NHS Blood and Transplant
Best Video Campaign
Eat Them To Defeat Them
Agency: ITV plc
Client: ITV and Veg Power
Agency: Raw London
Client: British Red Cross
Best Stunt of Live Event
Project 84 - changing the conversation around male suicide in the UK
Agency: ITV plc
Best Content Marketing Campaign/ Best Representation of Diversity and Inclusion in a Campaign
Agency: Publicis Sapient
Best Integrated Marketing Campaign
Agency: Big Spaceship
Client: The International Rescue Committee
The Drum Social Purpose Awards took place at Cafe de Paris, London, on November 13. To register your interest for 2020, click here.
Sponsors of these awards are Winmo