Purpose Awards EMEA 2021: Charity/NGO - Best Health Cause Campaign

WINNER: World Obesity Day - March 4th, 2021 Everybody Needs Everybody - The Time to Act is Now by The Social Kinetic for World Obesity Federation.

Purpose Awards EMEA 2021: Charity/NGO - Best Health Cause Campaign

The World Obesity Federation and The Social Kinetic created a two-tier global and social media campaign to raise the visibility of obesity as a disease, highlighting the urgent need for systemic action to address it and spurring on world leaders to enact change. It wanted to encourage policymakers to adopt the ROOTS framework - a system-wide approach to tackling obesity, and prioritise Covid-19 vaccinations for those with obesity.

To make the case for change, it used hard-hitting global and local data showing links
between Covid-19 and obesity and highlighting the necessity of addressing obesity for social
and economic recovery. It also engaged high-value influencers to secure public advocacy
and support - such as World Health Organisation, Bloomberg and UNICEF, who acted as
partners in messaging, media and advocacy. It also convened a stakeholder event to
establish a global coalition.

A global cross-channel media relations campaign highlighted findings from the report,
showcasing stark differences around the world. 'Everybody needs Everybody' was an
inclusive, digital campaign, with a message to reinforce the focus on system change and
remove individual blame. It helped to raise awareness of obesity as a disease and not the
fault of the individual.

World Obesity Day took place on 4 March 2021. Awareness and behaviours have changed,
and actions taken are already starting to impact millions of lives. In the UK for example, a
new plan has been announced to support 700,000 people to lose weight, while in the US, 29
states have prioritised Covid-19 vaccinations for people with obesity.

   

Highly Commended

Children's Mental Health Week 2021 by Place2Be

Children's Mental Health Week is a national annual campaign founded by Place2Be, which
highlights the importance of supporting children's mental health. In 2021, the campaign was
more important than ever in the context of a global pandemic, which has created anxiety and
fear for many children. Place2Be used email marketing, digital marketing, word of mouth, PR
and organic social media to spread the word about the week and share its resources. It also
engaged with parliamentarians to secure their support, with some sharing the website and
resources with their constituents and local schools. The results of a survey of more than
1,000 parents created an additional PR hook.

  

Finalists

#ALifeInterrupted by Epilepsy Research UK

DKMS by Four Communications for DKMS

Wellcome Photography Prize 2020 by Four Health for Wellcome

Couch to Fitness by London Sport with Our Parks for Sport England

No Time to Wait by Pancreatic Cancer UK

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