WARC’s Chiara Manco looks at brands that have shown their commitment to diversity and inclusion through Pride initiatives, and how these can serve as a jumping-off point for year-round communications.
The month that saw the 1969 Stonewall riots, June has long been synonymous with Pride – a time to celebrate the way we’ve come, but also raise awareness of the work that’s still left to do. For marketers, it’s a chance to show their commitment to a diverse and inclusive society, something that is no longer optional, but expected. With 2020 acting as a catalyst for social unrest, uncovering the disparities and injustices that still permeate society, people demand brands take a stand and walk the walk.
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The perfect chance arose when Your Weekend, Poland’s longest-running adult magazine, came up for sale. Your Weekend was a symbol of the country’s sexist culture: with Poland lacking formal sex education, the magazine’s objectifying display of women was often young men’s first introduction to sex, and women themselves.
Partnering with Mastercard and BNP Paribas – brands equally committed to empowering women – Gazeta.pl bought the magazine with the goal to publish one last issue before shutting it down for good. The last issue featured content on equal rights, positive portrayals of womanhood by female photographers and the stories of inspirational women. Backed by an influencer campaign, the last issue of Your Weekend launched on International Women’s Day.
WARC’s Chiara Manco looks at brands that earned awareness and loyalty among mothers through relevant and helpful communications.
According to a recent UK study looking at family dynamics under lockdown, it is mothers who face the most pressure in the struggle to balance work and family life. Working in sectors more likely to be affected by lockdowns and often bearing the brunt of domestic chores and childcare, mothers ‘take on the mental load’ of both work and home life.
Now more than ever, mothers will appreciate brands that support them and make life easier for them. Here, we look at brands that have invested in empathetic communications that added value to mothers’ lives, whether by offering tangible help or expressing appreciation.
WARC’s Chiara Manco looks at how past APG Awards winners have combined strategy and creativity to impact society for the better.
Whether tackling environmental issues or problematic social dynamics, advertising can play a role in emotionally moving people and empowering them with the tools to progress society for the better. From brands to NGOs all the way to governmental organisations, winners of the 2019 APG Creative Strategy Awards show us how.
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2021 APG Creative Strategy Awards are now open for entries. Visit their website to enter and register to the upcoming How to Win online events.
Awareness meets empowerment
NGO Plastic Oceans International’s sole goal has always been to tackle the issue of plastic pollution. Having traditionally focused on awareness campaigns, in 2018 it decided to get people to act. The idea behind the Bronze-winning Trash Isles campaign was born out of the fact that a patch of plastic trash the size of France was floating in the Pacific Oce