4A's Jay Chiat Awards

Harpic: Five words that made toilets India's new status symbol

Brand Harpic
Agency McCann Worldgroup India
Advertiser Reckitt Benckiser
Country India

Harpic increased brand awareness in India by launching matrimonial newspaper ads to show people the necessity of having a toilet.

The brand offered free newspaper ads to advertisers who included the five words ‘Home Must Have Clean Toilet’ in the worst affected areas of India.

The campaign reached 13 million people with its newspaper ads, 30% of which included its five words, changing the conversations around toilets.

Harry's: Painting the World Orange

Brand Harry's
Agency Ricebowl Strategy
Advertiser Harry's
Country Global

Harry’s reached a broad audience of men in the US and the UK to connect their brand with progressive ideas of masculinity.

Pediatric Brain Tumor Foundation: Imaginary Friend Society

Brand Pediatric Brain Tumor Foundation
Agency Rubin Postaer & Associates
Advertiser Pediatric Brain Tumor Foundation
Country United States

Pediatric Brain Tumor Foundation (PBTF) made a resource for children to help them understand abstract cancer information and did so without any media spend in the US.

Afghanistan’s Ministry of Health: The Immunity Charm

Brand Afghanistan Ministry of Health
Agency McCann Worldgroup India
Advertiser Afghanistan Ministry of Health
Country Afghanistan

Afghanistan’s Ministry of Health created a bracelet for children to wear which shows their immunisation history in the absence of paper records.

Narayana Health : The Door Blouse

Brand Narayana Health
Agency McCann Worldgroup India
Advertiser Narayana Hrudayalaya
Country India

Narayana Health helped teach women in India about breast self-examination via bathroom stickers to increase the rate of detection of breast cancer.