Purpose Awards EMEA 2021: Collaboration - Best Public Awareness Cause Campaign

WINNER: Time to Pause by Global Dignity and Alistair Morrison

Purpose Awards EMEA 2021: Collaboration - Best Public Awareness Cause Campaign

Renowned photographer, Alistair Morrison conceived a campaign to connect people in
isolation during the Covid-19 pandemic, give them an outlet to express their hopes and fears
and capture one common reality. This was that no matter who we are, what we do, or where
we live, we are all 100% human.

During his campaign, Morrison met the NGO Global Dignity, whose mission is to to teach the
concept of dignity. This led to a collaboration between the two - Time to Pause, around how
to apply the art of conversation to put dignity into action and reconnect people during the
pandemic. The aim was to help others through story sharing, while healing ourselves in the
process.

Morrison used technology to speak with, listen to and photograph 1,000 people around the
world about their experience during the Covid-19 pandemic. They were encouraged to take
part through Morrison's social outreach and his direct invitations, alongside Global Dignity's
outreach to its worldwide network. The material was then used for the Time to Pause full
feature documentary, a compilation of the conversations from the first phase of the
campaign. It premiered at the Göteborg (Sweden) Film Festival in February 2021.
The campaign delivered hundreds of stories, personal, collective and interconnected, which
took people in unforeseen directions, giving them a voice and healing in small and profound
ways. In a time of overwhelming loneliness, this collaboration highlighted the universal,
human need for connection.

Highly Commended

The Aldi Hunger Monster by BCW for Aldi

In 2020, UK child food poverty was brought under the spotlight. For some time, supermarket
Aldi has taken active steps to combat the issue. Its 'Hunger Monster' emotive campaign
brought to life both the problem of food poverty, and showed how Aldi was helping alleviate
it. The stark realities of children living with hunger was shown through 'The Hunger Monster',
an animation by children's illustrator Lisa Stickley and narrated by footballer Marcus
Rashford, who had been campaigning for free school meals for children. Consumers were
moved by the animation and gave donations and 60% of consumers said they would be
more likely to support Aldi's food poverty initiatives after watching the video.

Finalists
'Petfished' campaign for the Department for Environment, Food and Rural Affairs by 23red for the Department for Environment, Food and Rural Affairs

FAST Heroes by Catherine Turner, Lucan TV and Twelve Marketing for Boehringer Ingelheim

Covid-19 by Manning Gottlieb OMD and MullenLowe Group UK for HM Government

'Donate your words' in partnership with Age UK and Manchester United by VCCP for
Cadbury

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