Winner: '“Life Lolli” – The Life Saving Lollipop' by Ketchum Germany, BBDO Düsseldorf, Peter Schmidt Group GmbH, Fuse Omnicom Media Group Germany, OMD Germany, areasolutions GmbH for Bone Marrow Donor Center of the University Hospital Düsseldorf (KMSZ)
The KMSZ needed more 18- to 30-year-olds to donate DNA samples. The answer was the "Life Lolli" - a heart-shaped lollipop that provides a tasty way to collect DNA, and an opportunity for the selfie-generation to share their good deed. Posting a photo of the lollipop on their tongue became a social challenge.
A 150-strong team of influencers were recruited among the first DNA donors using the Life Lolli.
On 15 February - International Children’s Cancer Day 2019 - the influencers went live with their own Life Lolli selfies, encouraging followers to follow, using #lifelolli.
The free Life Lolli, complete with a self-mailing pouch for easy submission, was made available online, at fitness studios, shops and via employers. Partnerships with sports clubs, including Borussia Dortmund, boosted distribution.
The reach of the social media influencers was 85.5m, and users generated more than 628,000 interactions. In total, 123 media news stories generated more than 127m media impressions. The number of kits ordered increased 10 fold as 21.6 per cent of website visitors ordered a Life Lolli - monthly visits topped 150,000.
By the end of April, donor registrations exceeded 15,000 - compared to just 9,198 for the whole of 2018. The average age of donors fell from 37 in previous years to 26 in 2019.
Highly Commended: 'Every Mind Matters' by Freuds for Public Health England & NHS England
This campaign sought to generate mass engagement with a new evidence-based online mental health tool. It focused on high-profile figures of different ages, backgrounds and ethnicities talking about their mental health and how they manage it. These included The Duke and Duchess of Cambridge and The Duke and Duchess of Sussex. Other action included delaying all Emirates FA Cup Third Round matches by one minute to inspire fans to ‘Take a Minute’ during the airing of a powerful film on the topic. #EveryMindMatters trended on Twitter and the total number of action plans topped 1.6m.
'We are the NHS' by MullenLowe London for National Health Service
'We Are the NHS nursing recruitment campaign' by Freuds for NHS
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