PRWeek Global Awards Winners 2020 - Global Citizenship

The winner in the Global Citizenship category is 'We Believe' for Gillette by Ketchum.

Gillette’s tagline, “The best a man can get,” is one of the world’s most iconic. But as the brand entered 2019 the definition of “masculinity” was under fire, with allegations of misconduct surfacing daily. The shaving brand was uniquely positioned to define a new type of masculinity and flipped the narrative from “The best a man can get,” to “Is this the best a man can get?”

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At midnight on January 14, 2019, Gillette released a brand film called We Believe on its YouTube channel, encouraging men to consider what it really means to be “the best.”

Within hours, the hashtag #TheBestMenCanBe went live. Enraged critics accused Gillette of attacking masculinity itself — exactly the anticipated response, which the brand agreed not to moderate, or challenge — and watched as the overwhelmingly negative conversation turned positive, illuminating the need for discussion regarding the status quo.

In the aftermath, We Believe became the #1 U.S. trending topic on Twitter; 77% of Gen Y and Millennials (the brand’s target audience) responded positively, with 65% of viewers indicating it made them more likely to purchase Gillette products. The brand has grown sales every quarter since.

Judge's comment: "A brave topic that was very well navigated through authentic stories that drove excellent results. It is great to see traditional brands being more open to change and embracing controversial topics related to sexuality. It is even more rewarding to see that agencies can play an important role in the process.”

Highly Commended

'Son Rise - Weber Shandwick India in partnership between Vibha Bakshi and The Agency

The power of great storytelling was leveraged for Son Rise, a documentary that featured five real stories of men in the state of Haryana, India who stood up for the women in their lives and helped them win their rightful place in society. The film ignited a movement that dramatically changed the gender bias narrative in India.

Shortlisted

'World Pancreatic Cancer Day 2019: Demand Better' for World Pancreatic Cancer Coalition by Hill+Knowlton Strategies

'Girls4Tech' by Mastercard

'AB InBev at UNGA' for AB InBev by FleishmanHillard

‘A Call for Reform’ for the 11th Annual Arab Youth Survey 2019 by ASDA'A BCW

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And the winners are…