Purpose Awards EMEA 2021: Best use of Creativity

WINNER: #WeatherCorrection by Ketchum Publico with go & try for New German Media Makers (Neue Deutsche Medienmacher*innen).

Purpose Awards EMEA 2021: Best use of Creativity

 

One-third of Germans today come from immigrant backgrounds but there is very little media
coverage of diversity. New German Media Makers (NdM), a non-profit association
representing media professionals with immigrant backgrounds, wanted to reveal this
disparity and illustrate how the media was ignoring a growing percentage of German society.

In Germany, anyone can inexpensively purchase and name a weather system to celebrate a
friend or occasion, resulting in weather maps populated with German names like Lisa,
Alexander or Margarethe. NdM seized on this for the creative idea for its #WeatherCorrection campaign. It purchased the names of the first 13 weather highs and
lows of 2021 and put immigrant names on the map, such as Ahmet, Goran, Dragica,
Hakkim, Chana, Dimitrios, Bartosz, Cemal, Erhan, Flaviu, Irek, Jussuf and Bozena.

#WeatherCorrection placed NdM's message where it was least expected – on every weather
report and news anchor desk in the German-speaking region. Major media outlets had no
choice but to report the change in climate. NdM's strategy was to trigger an outpouring of
positive and negative social discourse.

As #WeatherCorrection trended on Twitter, the campaign engaged politicians, opinion
columnists, authors, DE&I activists, meteorologists, and journalists internationally. It was
covered by virtually every media outlet throughout Germany, Austria and Switzerland.
Coverage spilled over internationally in the Guardian, Financial Times, BBC and global
outlets, as conversation surged on Twitter.

The campaign changed the climate on diversity and inspired an overdue discussion on the
importance of achieving a 30% diversity employment quota in German media.

   

Finalists

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

Beats: Bring Back Fans Not Racism by Havas Entertainment for Beats

What's your name? by Iris for Starbucks

Make Time by TBWA Hunt Lascaris Johannesburg for 1000 Women Trust

A Love/Hate Relationship by Weber Shandwick for Breast Cancer Now

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