Purpose Awards EMEA 2020: Best use of Digital/Social Media

Winner: Lucky Generals

Purpose Awards EMEA 2020: Best use of Digital/Social Media

Winner: 'Lucky Bastards' by Lucky Generals

This in-house campaign by Lucky General targeted hatred on social media. It addressed the relatively small number of bigots in a way that would be noticed, and appreciated, by the majority of decent social media users.

The idea was to use a tone that would disarm and confuse offenders rather than take them on head-to-head.

A Twitter account was set up called Lucky Bastards - with a bright, flashy identity that echoed a game show.

The agency looked for social media offenders who used the word "bastards" to describe certain groups. "Lucky Bastards" responded to that tweet by promising a donation to help those groups targeted. For example, a message about “gay bastards” might result in a donation to Stonewall, or a message about “migrant bastards” might generate a payment to the Refugee Council.

The campaign won praise, both from social media users and in the industry - it was named “Best Agency Initiative” at the 2019 Campaign Big Awards.

In total, £2,000 was spent donating to more than 100 charities linked to faith and ethnic groups, LGBTQ+ and women's organisations, and even cancer charities. This in turn generated thousands of likes and retweets from grateful charities and Twitter users.

Highly commended: 'Black Friday Pandamonium' by Facebook for the World Wildlife Fund

WWF UK confronted consumerism head-on on Black Friday with a flash sale of its own 'limited stock' - endangered animal species. Research found the top three Black Friday categories on paid social to be tech, fashion and make-up, and various forms of creative content publicising WWF were created encouraging donations when consumers looked for these products.

Shortlisted:

'Back Her Business' by Vayner Media for NatWest Group

'Social Media Spouses' by BFBS (SSVC) for BFBS Academy

'Supporting the frontline of humanitarian care' by Crafted for Médecins Sans Frontières UK

Join us for Campaign & PRWeek's Purpose Summit on 26 November where we'll be examining the power of purpose in media and communications, revealing the difference a strong brand direction and purpose can have on your company's success. Click here to find out more and book tickets.

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