MRS Awards Papers, Finalist, Public Policy/Social Research, 2021
Movember Health Promotions, a men's mental health and wellbeing charity, collaborated with The Good Side, an insight and creative strategy company, and launched a campaign in the UK, Canada and Australia to help young, less affluent men open up, feel safe, be vulnerable and share their realities.
The Amazon Rainforest Conservancy, a charity that works to purchase and secure land in the Amazon to protect and preserve, drew attention in Canada to the plight of the Amazon rainforest and encouraged donations.
Advertising and Design Club of Canada (ADCC), a not-for-profit advertising and design club, raised the funds it needed to keep itself afloat during the COVID-19 pandemic in Canada with a a 24-hour webathon.
The Responsible Gambling Council(RGC), a not-for-profit organization, launched a campaign in Ontario, Canada, to educate young adults about the risks of gambling and encourage more self-aware behaviour around it.
Goldfish Crackers, a snack brand, launched a campaign in Canada to unlock the emotional relationship that can sustain brand preference, increase relevance and brand equity and increase net sales growth.
The Centre for Addiction and Mental Health(CAMH), a global leader in brain mapping, launched a campaign in Canada and the US to secure funding from donors and increase understanding of mental health to develop effective, personalised medicine.
Mother Raw, an organic food brand, launched a campaign in Canada and the US to evolve the brand in order to reflect both its quality and ambitions to become a larger player in the world of raw, plant-based food.
Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.
Looks at the power children have across a lucrative market, due to both how much they spend on themselves and the purchasing influence they have on their families, and how to carefully market to them in a way that can build life long brand relationships.
Explores how the increasing popularity of podcasts is presenting new opportunities for advertisers, including a chance to access hard-to-reach audio audiences that are highly engaged, and explains how brands must clearly indicate their presence to avoid overstepping editorial boundaries.