Purpose Awards EMEA 2020: Public Sector - Best Equality & Inclusion Cause Campaign

Winner: Glasgow Caledonian University

Purpose Awards EMEA 2020: Public Sector - Best Equality & Inclusion Cause Campaign

Winner: '#erasethegrey' by Glasgow Caledonian University

This campaign sought to highlight gender-based violence (GBV), including challenging myths and publicising support, for students, staff and visitors at the university.

The key creative element was a striking design of white and grey text on a black background, with messages challenging widespread misunderstandings about GBV. Reading all the words together would describe a myth about GBV, but just focusing on the white words revealed the truth.

The graphics, concept and design was produced by BSC Digital Design (Graphics) students for their degree. Staff from the Justice, Violence and Gender Research Group further developed the messages and content. The 14 messages address the wide spectrum of GBV, tackling myths about rape, sexual harassment, forced marriage, female genital mutilation, stalking and more. A range of media was used to reach a wide, diverse audience.

Later, a licensing agreement and brand guidelines were produced to allow others to use it free of charge.

In an on-campus survey in November 2019, of those who felt they were not aware of GBV before, 78 per cent felt their awareness of the issue had increased.

#erasethegrey met and exceeded its objectives, extending its impact beyond the university and reaching more than 200,000 staff and students at educational institutions and a much wider population beyond this through roll-outs by organisations including Police Scotland and Glasgow and Clyde Rape Crisis Centre.

Highly commended: 'Disability Rights Campaign' by Language for Irish Human Rights and Equality Commission

This campaign saw the creation of a stage for people with disabilities to dispel existing misperceptions and communicate what makes participation meaningful, both physically and emotionally. Thirteen participants were interviewed, resulting in 28 pieces of content. The nine-week campaign featuring their views ran across multiple paid, owned and earned channels. It was seen by over 730,000 cinema-goers, heard by 15.5m radio listeners and watched over 1.2m times online. Time spent on the website IHREC.ie rose 147 per cent and there was a 125 per cent increase in calls on disability to their services.

Shortlisted:

'Dimensions Learning Disability and Autism Leaders’ List 2019' by Stand Agency for Dimensions

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