With purpose-led initiatives taking on increasing prominence in the marketing sector, a competition recognizing campaigns that promote “care” for people and the environment merits close attention.
The 2021 Care Awards, held on December 15, awarded its Grand Prix to Havas Sport & Entertainment for “Undercover Avatar”, a campaign for the association L’Enfant Bleu.
The campaign enabled kids suffering from domestic abuse to create an avatar in the popular online game Fortnite, far from their parents’ eyes. By adding the “EnfantBleu” avatar to their friends list in the game, the children were put in touch with the association and could sound the alarm about domestic abuse.
The Care Awards has a unique jury, chaired by MEP Dita Charanzova and composed of agency professionals, NGO communications officers and sustainable communications experts. Details below.
The other winners were as follows:
NGO – Case Study (three winners):
“Undercover Avatar” from Havas Sports & Entertainment, for Association L’Enfant Bleu (France)
“Invisible Petitions” from TBWA\Istanbul, for We Will Stop Femicide (Turkey)
“Bee_nfluencer” from Publicis Conseil Paris, for Fondation de France (France)
NGO – Film:
“The Hiring Chain” from Small, for CoorDown (United States)
NGO – Print (Case Study):
“The Day-After-Women’s-Day” from Havas Lisbon, for Raparigas da Bola (Portugal)
Government – Case Study:
“Boards of Change” from FCB Chicago, for City of Chicago (United States)
The awards were created by ACT Responsible, a non-profit organisation (affiliated with the United Nations Department of Global Communication) with a mission to inspire, support and promote cause-related communications.
Commenting on this year’s event, ACT Responsible co-founder Isa Kurata said: “The competition was tough this year, especially in the CSR category, where no campaigns received a Care Award. The jury had passionate discussions but being from such a large variety of backgrounds, it is very difficult to seduce them all. The 32 CSR campaigns were carefully examined, but none made the cut, which is interesting in light of all other awards who’ve lately seen their ‘good’ or ‘sustainable’ categories overtaken by companies.”
See the full results and jury members here.
