Purpose Awards EMEA 2021: Brand Led - Best Equality & Inclusion Cause Campaign

WINNER: What's Your Name? by Iris and Havas Media for Starbucks

Purpose Awards EMEA 2021: Brand Led - Best Equality & Inclusion Cause Campaign

Starbucks wanted to drive positive impact and change for the LGBT+ community and encourage a re-appraisal of the Starbucks brand, to encourage people to see Starbucks as a brand that helps to 'nurture the human spirit'.

Starbucks' everyday humanity was brought to life by the way it changed up the service
experience, by recognising individuals on a first-name basis. At its simplest it's an act of
service, however in the context of diversity and inclusion, it was an indiscriminate act of
welcome. There was more potential in the idea when looked at in the context of the LGBT+
community as research had shown that 'deadnaming' occurs when a person's birth name is
used instead of their chosen name. For transgender people, this was a common occurrence
and in many cases, emotionally damaging.

Starbucks' 'What's your name?' platform captured the familiar nature of the Starbucks
names-on-cups gesture and reinforced it with a greater sense of identity ownership and
recognition. The platform aimed to bring to life the stories of real people behind their chosen
names.

The campaign featured a series of short films on social, 'moving portraits' telling stories from
the transgender community and of the people behind the names on their cups. The
campaign achieved widespread media coverage and recorded high levels of positive
sentiment globally, championing a powerful message of inclusivity. It helped Starbucks to
achieve both brand reappraisal as well as a positive impact on society.

   

Highly Commended

The last older person to die in loneliness by LLYC for BBK Foundation

The BBK Foundation is the banking foundation that works for and within the Basque Country
in Spain. It addresses a number of social issues each year and for 2019-2020, it focused on
the elderly. For this group, a growing conversation was identified around unwanted
loneliness, with the Basque Country being one of the regions most affected by this problem.
The campaign focused on those deaths that happen in complete loneliness, and was
brought to life with the sculpture of an elderly woman, created by Mexican Rubén Orozco.
This was installed on a bench in Bilbao's Paseo Arenal, one of the busiest spots in the city, to draw attention to death in solitude.

  

Finalists

Fair Pensions for All by The 10 Group for Now: Pensions

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

Nestlé Nespray Maths Moment by Triple Eight for Nestlé Nespray

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