Purpose Awards EMEA 2021: Brand Led - Best Advocacy Campaign

WINNER: TBWA Hunt Lascaris Johannesburg

Purpose Awards EMEA 2021: Brand Led - Best Advocacy Campaign

Winner

Wear it for me by TBWA Hunt Lascaris Johannesburg for MTN Group: Brand and Marketing Communications

Preventative measures such as wearing masks were seen as the best way to stem the
spread of the Covid-19 pandemic in Africa, given the state of the continent's health
infrastructure.

There was a growing resistance towards wearing masks, however, especially among a
younger demographic aged 16-plus. Telecoms operator MTN's #WearItForMe campaign
was aimed at giving people an emotional reason to wear a mask, one that would resonate
across the continent, and themed around Africa's history of love and care for the elderly. The
message focused on younger people's regard for their elders and their innate desire to love,
care for and protect them.

Mums and mother figures were identified as key campaign influencers, appealing to what is
perceived as the ultimate motivator for almost every young person; 'to do it for mom'. MTN's
multinational, multimedia campaign spanning 18 countries went live in all markets on the
same day, with influencers from various countries, age groups, race, sexual orientation and
gender. Young Africans took notice and challenged each other to wear masks not only for
themselves, but to protect the people they love most and who are the most vulnerable.

The campaign performed exceptionally well in all countries, but mostly in Uganda, Rwanda,
eSwatini and Ghana and was significantly more visible across the 16-18 age group, due to
the use of digital platforms. Those who were exposed to the campaign were able to clearly
state the main messages of wearing a mask to protect loved ones and prevent the spread of
Covid-19. People said they liked the message as it was inclusive, relevant, informative, clear
and simple.

Finalist

Dirt Is Good Academy by Creature & Co for Persil (Unilever)

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