Purpose Awards EMEA 2021: Agency of the Year

WINNER: TBWA\South Africa

Purpose Awards EMEA 2021: Agency of the Year

Winner

TBWA\South Africa

TBWA\South Africa was established in 1988 and has a long history of purposeful work. It
doubled its efforts in this area in 2020; while the agency acknowledges that some of the
work was in response to the pandemic, it says it is important to still pay attention to other
societal needs, such as gender-based violence, which were exacerbated by lockdowns and
other pandemic side effects.

Campaigns include Wear it for Me for Africa's largest telco, which turned all of its commercial
marketing towards getting Africa's youth to wear their masks during the Covid-19 pandemic.
Tapping into their respect for family, the campaign turned mothers into influencers all over
the continent, with the emotive campaign touching the hearts of Africa's youth at a time
when they needed to think of someone else.

For HipHop magazine Hype, the agency challenged the insanity of blaming a woman for her
own rape and held a mirror up to a practice that essentially condones the actual crime.
Through a film, which shows a woman physically and sexually assaulting herself,
TBWA\South Africa took the concept of blame that people use so casually and showed the
reality of its meaning. The film sparked debate and is being discussed as much-needed
content for police training. Other campaigns were run with Help with Dignity and Solidarity
Fund.

For Help with Dignity, it pivoted a planned action for grocery retail client, Spar, in order to
help families who had lost income due to the pandemic. It used Spar''s network and
purchasing power to give away 100,000 bags of the country's dietary staple, maize meal.
Many of Spar's loyal customers took these bags home to feed their families, but even more
placed them into donation points so they could go to people with an even greater need.

  

Highly Commended

Triple Eight

Triple Eight is a women-led socially conscious marketing, PR and digital agency. It was
founded in Johannesburg in 2012 and now counts more than 80 women professionals, with
the agency expanding from South Africa through Zambia, Zimbabwe, Botswana, Namibia,
Mozambique, Kenya and Malawi, working for over 50 global brands. Purpose is at the heart
of Triple Eight and currently 85% of its work is purpose-driven, positively impacting people.
At the height of the pandemic, it launched an additional 24 purpose programmes, largely
centred around brands with a mission to provide relief to vulnerable communities. In 2020
the agency also innovated digitally, creating a WhatsApp Chatbot platform to help lower-
income parents and children improve maths in primary schools.

 

Finalists

89up

Greenhouse PR

Havas Media UK

Livity

MullenLowe Group UK

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