Purpose Awards EMEA 2021: Collaboration: Best Equality & Inclusion Cause Campaign

WINNER: Stand Against Racism by Channel 4 for Sainsbury's and 8 other supermarkets.

Purpose Awards EMEA 2021: Collaboration: Best Equality & Inclusion Cause Campaign

Sainsbury's 2020 Christmas ads were themed around nostalgia, with one ad portraying the

story of a father and daughter reminiscing about the excitement of Christmas and
remembering 'Dad's gravy' and his gravy song. It featured a Black family, a detail which
attracted offensive and racist comments across social media.

Channel 4, which is committed to calling racism out, wanted to highlight that racism is never
acceptable. Its campaign, based on 'strength in unity', featured the first ever ad-break
consisting solely of supermarkets, bookended by bespoke Channel 4 messaging to highlight
the themes of coming together and standing against racism.

It asked supermarkets to put their festive rivalry to one side and unite in one entire ad break,
all of which had to be done in a tight time frame, with the aim of being reactive to the racist
comments and producing something simple but also powerful.

There was strong support for the initiative and one break quickly became two entire bespoke
break takeovers in Bake Off: An Extra Slice and The Last Leg, both aired on the same
evening, Channel 4's biggest night of the week, Friday.

The exclusive ad break takeovers marked the very first time the supermarkets have ever
come together in a single break. Each one featured the 60-second version of
Sainsbury's' 'gravy song' advert, followed by ads from Aldi, Asda, Co-op, Iceland, Lidl, M&S,
Tesco and Waitrose & Partners – all bookended with Channel 4 messaging and
interspersed with the hashtag #StandAgainstRacism.

More than four million people saw the two ad breaks, while dozens of other, non-
supermarket brands such as Beats By Dre and McDonald's supported the cause.

Highly Commended

What's Your Name? by Iris for Starbucks

At the height of divisive tension in the UK, with hate crimes up by 17%, and a spike in
attacks on the transgender community, Starbucks felt compelled to take a stand. It wanted
to drive positive impact and change for the LGBT+ community and drive re-appraisal of the
Starbucks brand. 'What's your name?' captured the familiar nature of the Starbucks names-
on-cups gesture but elevated it with a greater sense of identity ownership and recognition. A
powerful film brought to life the story of a young transgender man who is repeatedly 'deadnamed' by loved ones and in public spaces until he courageously uses his chosen name at a Starbucks, where it is recognised and welcomed.

Finalists

Raising Profiles by FCB Inferno and 3 Monkeys Zeno for LinkedIn and The Big Issue

Create Not Hate by Quiet Storm

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