Purpose Awards EMEA 2020: Charity or NGO - Best Public Awareness Cause Campaign

Winner: Alfred

Purpose Awards EMEA 2020: Charity or NGO - Best Public Awareness Cause Campaign

Winner: '#TheREALCheekyNandos' by Alfred for World Animal Protection UK

Alfred's brief was to publicise poor animal welfare standards at Nando's and encourage customers to sign a petition urging change - 38 per cent of its customers believed Nando's had the highest chicken welfare policies among its peers, despite being ranked among the worst.

The social media account @TheREALCheekyNandos was created, mimicking the brand’s own content and use of topical memes, but with a twist as it publicised animal welfare issues.

Ed Sheeran and Example's 2010 rap about Nando's was reworked with rapper and youth presenter Bamamlam highlighting the welfare situation. It garnered over 120,000 views on social media in 48 hours.

The Nando's Black Card was adapted to become The Red Card, which was delivered to press, influencers, lifestyle presenters and even Nando's own fans at pop-up event Nando’s Yard. A massive The Red Card was parked outside Nando’s restaurants.

Activity was delivered alongside media exclusives with national newspapers, followed by a second round of media activity featuring harrowing footage of animal welfare.

The social campaign delivered one million impressions with 50,000 engagements, 120,000 video views and 13,000 clicks directly tracked to the petition page. This was aided by significant press coverage.

Petition signatures totalled 35,000. Nando’s agreed to meet World Animal Protection and is looking at changes to improve the lives of chickens in its supply chain.

Highly Commended: 'STAMMA' by ZAG for STAMMA

This campaign sought to rectify common misconceptions around stammering and encourage those who stammer, their families and friends, to discover and understand more. Quotes from real people who stammer, collected on blank postcards distributed at a conference, became the core messages of the campaign - as the The British Stammering Association became STAMMA, with a new visual identity. Since the campaign and new website went live, the awareness of STAMMA has doubled and both the helpline calls and volunteering have tripled.

Shortlisted:

'Lonely Not Alone' by Effervescent for Co-op Foundation

'Somewhere to Believe In' by Stein IAS for WIN

'The National Lottery’s 25th Birthday' by Freuds for National Lottery

'The Store of Modern Childhood' by XYZ and W Communications for The Children's Society

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