Page 51 - The EDIT | Q3 2017

Ideas
51
No one should have no one | Age UK
Gold Media Lion
The Christmas period is probably the loneliest time of all for the 1.2 million older people in the UK who are alone. Finding volunteers to make a regular phone call to them and the 600k who regularly go a week without seeing or speaking to anyone, was getting harder. Rather than focus on the one million, Age UK put the spotlight on just one individual
to make loneliness personal, but brought it even closer to home via the Loneliness Index. Combining 20 data sources the Index was used to distribute and tailor content, highlighting levels of older age loneliness down to a postcode level.
Using data to make it personal
“This combines a great insight, compelling content and a data driven approach that personalised an all too hidden issue to an entire nation. It’s harder than ever for charities to get attention, so doing so over the busy Christmas period and to the extent that Age UK’s Call in Time service received twelve times the number of calls it receives in a year, in just four weeks, is incredible.”
Equality Signs | Nike Colombia
Gold Media Lions
http://bit.ly/2weOie0
http://bit.ly/2eZzHrG
Avril Canavan, PHD WW
Avril Canavan, PHD WW
100% of Bogota´s city Sports signs in mayor parks are represented by male figure signs. Nike set
out to address the inequality issue on Women’s International Day, to demonstrate that everyone, regardless of gender, is an athlete. Using live events, Nike stores and direct to distribute a magnetic pony tail, women were invited place the pony tail on sports signs in different major parks of Bogota to change them to female. Hundreds of signs
were changed. The action grew through female celebrities, social and traditional media that pushed the conversation forward, getting the attention of the City Mayor’s Office.
Making a permanent statement using direct and outdoor
“Gender inequality is gathering pace as an issue,
in part thanks to a myriad of brands pushing the agenda. On first glimpse this seemed like a small and clever tactical campaign to raise awareness on Women’s International Day, but what it resulted in was a decision by Bogota’s Mayor’s Office to co- create new sports signs with Nike for the major parks of Bogota, not just for one day but forever. Far from being a mere tactical direct and outdoor campaign, it made a permanent statement for equality.”
Role of comms: REINFORCING
Role of comms: BUILDING
THE EDIT ISSUE 7 | Q3 2017