PRWeek Global Awards Winners 2021 - Best Campaign: LATAM

Winner of the Best Campaign in LATAM category for 2020 is Todos Pela Saúde by Weber Shandwick for Itaú Unibanco.

PRWeek Global Awards Winners 2021 - Best Campaign: LATAM

Itaú Unibanco, the largest private bank in Brazil, announced a donation of R$1bn (US$185m) to help combat Covid-19 and its socio-economic impacts across Brazil.

Visit the PRWeek Global Awards hub to find out more about the winners

This gave birth to Todos pela Saúde (‘All for Health’), an initiative to help battle the pandemic through awareness campaigns, PPE delivered to public hospitals and investments in research, testing and vaccinations.

Brazilian music icons Roberto Carlos and Ivete Sangalo were enlisted to help, and creative activiations included covering nose and mouth of the iconic Christ the Redeemer statue with a face mask, which achieved coverage in the LA Times, CNN, NBC, Reuters and The Guardian as well as Brazilian national television.

The campaign was mentioned 3,000 times in media in both its native country and across the globe, including a primetime full feature story in the most-watched broadcast news show in Brazil, aired by national channel TV Globo. Social content got significant engagement, with nearly eight million views on an educational video featuring popular Brazilian singers Ivete Sangalo and Luan Santana.

The campaign, which involved 20m masks being given to the public, and 120m pieces of PPE delivered to hospitals, also set a precedent for other organisations to make masks mandatory across Brazil.

Judge's comment:

“This was a comprehensive campaign in a critical time of need, it brought energy, optimism and hope during such a trying time. High impact, powerful campaign and impressive quality throughout.”


Highly Commended

Changing the World, One Case at a Time by Sherlock Communications for PGMBM

Sherlock Communications helped showcase legal partnership PGMBM’s global work representing thousands of consumers, as well as local governments, businesses and indigenous communities, in class action cases against multinationals including BHP, Volkswagen and Bayer. A press campaign garnered 716 pieces of coverage around the globe, improved the domain authority for PGMBM’s new website, and spread the message that people who suffer at the hands of big business deserve compensation.

Shortlisted

BoraTestar! – LatAm Intersect PR
Tomorrow Campaign – Prudential do Brazil
Smart-lighting Brazil – Sherlock Communications for Signify

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