PRWeek Global Awards Winners 2019: Global PR Breakthrough

This year's Global PR Breakthrough award is won by MSL with Always Fights to #EndPeriodPoverty for Procter & Gamble.

Always research found that nearly a tenth of UK girls, a seventh of Canadian girls and a fifth of those in the US have either left school early or missed it entirely because of lack of access to period products. That can in turn mean girls fall behind, miss out on other activities and suffer dips in confidence.

Take me back to the PRWeek 2019 winners page

MSL decided that the fact this was an issue even in developed countries would prove a powerful rallying cry. The #EndPeriodPoverty campaign was designed to raise awareness of the issue, and encourage donation of Always products to girls in need, in partnership with local non-profits.

Activity was planned around International Women’s Day (8 March) and back-to-school season in late summer. A highlight of earned media for high-profile campaign spokespeople was a Teen Vogue op-ed with Gina Rodriguez’s byline, while influencers published a variety of content.

Enormous global reach was achieved through 266 earned media placements and 816 influencer posts, with a huge spike in mentions of the term 'period poverty'. There were 15 million pad donations in the US and 14 million in the UK, accompanied by a 21 per cent increase in sales over the campaign period.

Judge's comment:

A really moving campaign that had real impact for the people and the company - amazing

Highly Commended:

Breaking the internet with adidas and a GOAT 

Hill+Knowlton Strategies for adidas

To create buzz about the brand ahead of the 2018 FIFA World Cup, H+K organised a photoshoot in which Argentina's Lionel Messi posed with various goats, referencing the debate as to whether he or Cristiano Ronaldo was the greatest of all time (GOAT). Social posts got more than 1.3 million likes, and an irked Ronaldo furthered discussions with a goat impression goal celebration.

Big Mac 50th Anniversary 

Golin for McDonald’s

Golin marked the 50th anniversary of McDonald's signature Big Mac with the creation of MacCoin, the first food-backed currency, with each one worth one Big Mac. Each market rolled out the currency in their own way - from trucks driving across New Zealand handing out MacCoins, to it being used for the coin toss before a football match in Argentina.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Already registered?
Sign in