PRWeek UK Awards Winners 2020: Best Purpose Campaign

The winner in this category is '#TheREALCheekyNandos' by Alfred for World Animal Protection UK.

PRWeek UK Awards Winners 2020: Best Purpose Campaign

Alfred's brief was to publicise poor animal welfare standards in Nando's chicken supply chain 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 it 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 Bamalam highlighting the welfare situation. It garnered more than 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 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 conditions for animals in Nando's supply chain.

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.

Judge’s comment

Creative, impactful, cheeky and hot.


Highly commended

Heads Up 'Take A Minute' Campaign in partnership with Every Mind Matters by The FA, Heads Together (The Royal Foundation of The Duke and Duchess of Cambridge), Public Health England (PHE) (Agencies: Fuse, Freuds and Atomized Inc. London)

Spearheaded by The Duke of Cambridge, the season-long campaign aimed to harness football to help break down the stigma of mental health, particularly among males. All 32 Emirates FA Cup Third Round fixtures were delayed by one minute to encourage fans to ‘take a minute’ to start looking after their mental health. The activity was supported by a one-minute film featuring sports stars including football's Frank Lampard, Jordan Pickford and Alex Scott. In total 87,417 people created their own Every Mind Matters ‘Mind Plan’ across the weekend, up 384 per cent versus the same period four weeks prior.

Shortlisted

Blood Without Bias by Hotwire, Elvis, UNILAD and Freedom to Donate

CTRL Your Future by Karmarama for The Institute of Coding

Taking a Stanza by Cow for The Institute of Cancer Research

The Dark Side of the Selfie by Kindred for The Internet Watch Foundation (IWF), in partnership with Marie Collins Foundation (MCF)

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