PRWeek Global Awards Winners 2020 - Non-profit

The winner in the Non-profit category is 'Lolli: The Exhibit Nobody Wants to Talk About' for The Canadian Centre for Child Protection by No Fixed Address.

This campaign aimed to put pressure on the tech industry to act against images of child pornography online by raising awareness of the rising global problem. Given the sensitivity and deplorable nature of the subject matter, creating a way to communicate the impact and horror of child pornography presented a unique and difficult challenge.

Visit the PRWeek Global Awards hub to find out more about the winners

Research found the term “lolli” is used as online code by child sex offenders to reference and denigrate their victims. This disturbing trope was used to highlight the issue by creating an 'Instagrammable' installation - a big room at Stackt Market marketplace in Toronto was filled with 10,824 lollipops, each representing one new image of child pornography detected online every 12 hours.

Staggering statistics lined the walls along with verbatim quotes from offenders and audio recordings of survivors.

National media and influencers were given first look at the exhibition, along with local officials, including Toronto Mayor John Tory. The public were invited the next day.

Over three days, 1,300 Canadians visited the exhibition. National news outlets such as the CBC, Global News and CityNews shot live-to-air segments and photoshoots inside Lolli, and a New York Times photographer captured the experience for a three-part Sunday feature.

To date, the initiative has achieved over 4.5m social and 125m earned media impressions with a 580 per cent increase in site traffic where people learned about the issue and donated.

Most importantly, the added awareness caught the attention of industry leaders and government officials, starting conversations on working together to fight against this global epidemic.

Judge's comment: "Amazing insight driving a campaign on such a tough subject. Great results, flawless execution, very creative. Kudos!"

Highly Commended

'D-Day 75 - The British Normandy Memorial' for Snappin' Turtle by Snappin' Turtle

To raise the profile of the British Normandy Memorial to coincide with its inauguration on the D-Day 75th anniversary, this campaign focused on stories of those involved, told for the first time. A digital content campaign launched featuring 75 stories - one released per day - discovered by the Trust’s researchers. Family members recorded voiceover scripts by smart phone and provided images from family archives and diary entries.

Another key element saw the release of ‘The Shores of Normandy’, a ballad sung by D-Day veteran Jim Radford, which topped the iTunes chart after receiving huge publicity.

Coverage of the inauguration ceremony was extensive. The Trust's Facebook followers grew from 583 on 3 March to 16,589 by the end of the year. There were 1,100 mentions of "British Normandy Memorial", with a total reach of one billion.

Shortlisted

  • 'I Love My Balls for The Peruvian League Against Cancer' by Orange 360

  • 'SickKids Airbnb for SickKids Foundation' by No Fixed Address

  • 'Son Rise' for "SON RISE The Film”, a partnership between Vibha Bakshi and The Agency by Weber Shandwick

  • 'The China Tribunal: Making a Difference and Saving Lives' for The International Coalition to End Transplant Abuse in China (ETAC) by The Communication Group

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And the winners are…