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Sustainability & Pro Bono Marketing Showcase 2015-2016

Each year Ogilvy & Mather offices around the world produce numerous campaigns on a pro bono basis as well as for paying clients that address some of the world's most pressing challenges – from environmental protection to wildlife conservation to child abuse prevention to poverty reduction and more. The work we do helps organizations recruit new members, raise money and publicize important issues.

Below is a selection of this type of work that has been selected by our parent company WPP for inclusion in their annual Sustainability and Pro bono report and website. These campaigns have won awards, inspired movements and produced results for their respective causes.

Campaign: It Happens Here

Client: 28 Too Many

Company: Ogilvy & Mather London

Female Genital Mutilation (FGM) has become a much-discussed issue among certain audiences within the UK. Many thought that it only happened to girls living far away in Africa. Ogilvy & Mather London developed a hard-hitting campaign to make people sit up and take notice. The line "It Happens Here" accompanies shocking images of bloodied and mutilated European flags showing that the practice also affects girls in the UK and European countries.

Results:

  • 4,000% increase in traffic of the charity website.
  • UK Government pledged to change the law on FGM.

Awards:

  • Cannes Lions Awards: 3 Golds, 1 Silver and 1 Bronze.
  • Clio Awards 2015: 2 Golds, 12 Silvers, Grand Clio and Advertiser of the Year.
  • London International Awards: 5 Golds and 1 Silver.
  • Eurobest Awards 2015: 1 Gold and 1 Silver.

Campaign: Stories

Client: Breakthrough

Company: Ogilvy & Mather Mumbai

In India 92% of women and girls have experienced sexual harassment in public spaces.To try to change this sexist attitude in young boys, Ogilvy & Mather Mumbai created a film to talk to young men, featuring the greatest influencers in the boy’s lives – their mothers. It was important for every son to realise that sexual harassment affects all women, including their own mothers.

Results:

  • Over 17.6m views.
  • Over 285,000 shares and 164,000 likes on Facebook.
  • 960,000 Twitter impressions.

Campaign: CancerCare/Help and Hope

Client: CancerCare

Company: Ogilvy CommonHealth Worldwide

Ogilvy CommonHealth Medical Media coordinated free placements of a one-page colour ad for CancerCare, which provides free services to help people cope with the emotional and practical impacts of a cancer diagnosis.The ad appeared in healthcare publications for the oncology, primary care and hospital pharmacy markets.

Results:

  • Over 60,000 impressions.

Campaign: Signs of Progress

Client: Claro

Company: Ogilvy & Mather Costa Rica

Ogilvy & Mather Costa Rica teamed up with satellite TV company Claro to help women in low-income rural communities. Claro gave up its most valuable advertising space, its satellite dishes, to promote small businesses and start-ups run by women.

Results:

  • 75 women participated and all saw their income increase on average by 32%.

Awards:

  • Ojo de Iberoamérica 2015: 1 Silver and 2 Bronzes.
  • Festiva Antigua 2015: 2 Golds, 2 Silvers and 1 Bronze.

Campaign: A Mother's Body

Client: Dove

Company: Ogilvy & Mather London

A mum has little time for herself, or for her self-esteem. So we capture her beauty by showing a life in a day. From early morning duties with a newborn to end-of-day games with toddlers, we show how mum’s body plays many roles. As the poetic description unfolds, we reveal how beautiful a mother's body really is. Even if she’s too busy to see it.

Awards:

  • Cannes Lions 2015: 1 Gold and 1 Bronze.
  • Clio Awards 2015: 1 Silver.

Campaign: Cartoon Helpline

Client: GRAACC

Company: Ogilvy & Mather São Paulo

The Cartoon Helpline is a call centre manned by the same voiceover artists who dub popular cartoon characters in Brazil. It aims to lift the spirits of children undergoing cancer treatment at GRAACC, a children’s hospital in São Paulo. Ogilvy & Mather São Paulo developed the initiative and designed branded content to promote it.

Results:

  • No children gave up treatment.

Awards:

  • Cannes Lions 2015: 1 Silver.

Campaign: The Face of Litter

Client: Hong Kong Cleanup

Company: Ogilvy & Mather Hong Kong

Hong Kong Cleanup and Ogilvy & Mather launched a city-wide campaign to tackle litter by putting a face to what is usually an anonymous crime. Litter was collected and analysed using DNA technology, enabling analysts to identify ethnicity, eye, hair and skin colour. This was used to create posters showing what the people dropping litter may look like.

Results:

  • Over 1,000 pieces of media coverage worth more than $1m.

Campaign: Even God Wears a Helmet

Client: Indian Head Injury Foundation

Company: Ogilvy & Mather Mumbai

This campaign by Ogilvy & Mather Mumbai for The Indian Head Injury Foundation shows Hindu gods and goddesses putting on their crowns while preparing to ride on their respective vehicles. The message reads "Even those who protect you protect their heads. Protect yours."

Results:

  • 720,000 views on Facebook.
  • 165,000 YouTube views.
  • Earned media worth about $500,00.

Campaign: The HIV Positive Poster

Client: Life Support Group

Company: Ogilvy & Mather São Paulo

Ogilvy & Mather São Paulo partnered with the organization Life Support Group (GIV) to help break down the stigma around HIV. HIV-positive volunteers dropped a dot of their own blood on posters ‘infecting’ them with the disease. The poster explains that being HIV Positive does not determine who you are, whether you are a poster or a human being.

Results:

  • 519m media impressions.
  • More than 50m people reached.

Awards:

  • Cannes Lions 2015: 1 Bronze.
  • London Festival 2015 Awards: 1 Silver.
  • El Ojo Awards 2015: 3 Gold.

Campaign: Beauty Tips by Reshma

Client: Make Love Not Scars

Company: Ogilvy & Mather Mumbai

Make Love Not Scars is an NGO supporting acid attack victims, most of whom are women. Despite a ban on over-counter sales of acid, it is still easily available in India.Ogilvy Mumbai launched the "Beauty Tips by Reshma" campaign featuring a real acid attack survivor and encouraging people to petition the government to enforce the ban.

Results:

  • 293,092 signed the petition.
  • Over 1.5m watched the videos.

Campaign: Show Your Support

Client: National Breast Cancer Research (NBCF)

Company: OgilvyOne Australia

OgilvyOne Australia created the Show Your Support campaign to encourage people to host a Pink Ribbon Breakfast to raise funds for breast cancer research. As part of this social media campaign people were invited to take a selfie wearing a pink item and share it on social media with the hashtag #showyoursupport.

Results:

  • 4,086,633 of total impressions in display advertising.
  • 6,488,000 reached via outdoor advertising/impressions.
  • TV Billboard Reach: no cost exposure valued at AUD$1,197,695.
  • 6,464,638 worth of social impressions.

Campaign: The World Builds its Museum

Client: Senckenberg Museum

Company: Ogilvy & Mather Advertising Frankfurt

In 2015, the Senckenberg Museum picked Ogilvy & Mather Frankfurt for a five-year campaign to help them re-invent the entire institution and fundraise to double their exhibition space.The team started with the launch of the campaign book and the museum’s website.

Results:

  • Raised €1m.

Campaign: Ingenuity for Life

Client: Siemens

Company: Ogilvy & Mather New York

Siemens’ new global corporate campaign, developed by Ogilvy & Mather, with the tagline, “Ingenuity for life” shows how Siemens technology impacts business and society which each spot featuring both business and personal stories. For example, one video entitled "Ingenuity is shaping America's energy future," shows how when a storm knocks over a power line it creates an emergency for the local city power supplier and also gives a little boy nightmares when the lights go out in his room. The spot shows how Siemens' digital grid technology can manage and reroute power to restore electricity, avoiding such situations. The campaign is based on one global strategic platform, one claim and one tone of voice through all media including TV commercials, print, online and social media.

Campaign: God Save the Ocean

Client: SPROUTS Environmental Trust

Company: Ogilvy & Mather Mumbai

Ganesha Chaturti is a popular Hindu festival celebrating the elephant-headed god Ganesha. Every year, millions of Ganesha idols are made for the festival and are immersed in the sea. Most of these idols are made of non-biodegradable Plaster of Paris and toxic materials that pollute the sea and kill fish. Ogilvy & Mather Mumbai partnered with SPROUTS Environmental Trust to create and promote biodegradable Ganesha idols made from fish food.

Results:

  • Over 3,000 shares on Facebook reaching more than 300,000 people.
  • 200 idols were created, not enough to satisfy the 3,500 requests

Campaign: Stammering is OK

Client: The British Stammering Association

Company: Ogilvy & Mather Warsaw

Ogilvy & Mather Poland created visuals for the British Stammering Organisation and the Employers Stammering Network member companies.The visuals have two main objectives: convince the audience that their reaction to someone stammering matters, and that people who suffer from stammering must seek help to grab work opportunities. They were used as posters in offices, direct mailing and corporate brochures and websites.

Results:

  • Reached 1.4 million employees of the member companies.

Campaign: Will You?

Client: Tiffany & Co

Company: Ogilvy & Mather New York

In 2015, Ogilvy & Mather helped Tiffany launch "Will You?", its first print campaign featuring a same sex couple. The ads were shot by fashion photographer Peter Lindbergh and feature a real-life couple.

Results:

  • 1.15m views of the campaign video.

Campaign: Mums and Maids

Client: Transient Workers Count Too

Company: Ogilvy & Mather Singapore

In 2013, the Singaporean Government introduced a new law giving domestic workers the right to one day off a week.Despite this, approximately 40% of Singapore’s domestic workers still work a seven-day week. TWC2 and Ogilvy & Mather created a film aimed at mothers who employ domestic help. It was launched online on Igiveadayoff.org for International Worker’s Day.

Results:

  • 54,000 pledges.
  • 6m views of the video.
  • 92m social media impressions.
  • 106 articles in 20 countries.

Awards:

  • Cannes Lions 2015: 1 Silver.
  • Clio Awards 2015: 1 Silver and 1 Bronze.

Campaign: #thereisstilltime

Client: UNICEF

Company: Ogilvy & Mather São Paulo

Imagine an exchange program that sends students to experience life as a war refugee or to work in a dumpsite. Ogilvy & Mather São Paulo created a video on this theme, #thereisstilltime, that was shown at the largest student exchange fair in São Paulo. A booth was set up at the fair to house a mock-up student exchange where actors in the role of salespeople offered exchange programs to visiting parents. Ogilvy & Mather filmed the reactions of the parents when offered internships for their children, such as fighting in a civil war.

Results:

  • Over 4m views on social media.

Campaign: The Alien

Client: UNICEF

Company: Ogilvy & Mather Chile

Ogilvy & Mather Chile worked pro bono for UNICEF on this anti-bullying campaign. The video features a young alien who is bullied by the other children for being different. But they soon realise that the child has many hidden talents. The message reads ‘Do not miss the opportunity to get to know someone different. Do not miss a life-changing opportunity.’

Results:

  • 12m views on Facebook and 76,000 views on YouTube.

Campaign: Farewell to the Forest

Client: Unilever

Company: Ogilvy & Mather London with David Buenos Aires

Leave the tap running when brushing your teeth can waste the same amount of water that some people have to live off for days. This ad, which ran online, on TV and outdoor, and was aired during the 2016 Super Bowl, encouraged people to turn the tap off.

Results:

  • 77m views of the campaign video.
  • 57,326,386 reach and impressions.
  • 7% engagement rate.

Campaign: #ShareHumanity

Client: United Nations OCHA

Company: Ogilvy & Mather New York

Millions of people around the world are affected by humanitarian crises such as war and drought. In the run up to World Humanitarian Day, Ogilvy & Mather created Share Humanity, a new tool that allowed people to donate their Facebook or Twitter profile for one day to tell the story of someone involved in a humanitarian crisis. People could choose from 1 of 17 inspiring stories which were created to look as if they were happening to the user.

Results:

  • Over 20,000 social feeds and 180,000 posts the few days before the World Humanitarian Day.

Campaign: The Marathon Walker

Client: Water for Africa

Company: Ogilvy & Mather Paris

Ogilvy & Mather Paris created and conceived a documentary featuring Siabatou Sanneh, an inspirational woman who walked the 2015 Paris Marathon with a 20kg barrel of water on her head. Her aim was to raise awareness of the daily struggle many African women face to obtain clean drinking water and encourage people to donate to the charity Water for Africa. The team also devised the PR plan.

Results:

  • Over 14.5m viewed the websites.
  • 12m TV audience.
  • 10.7m radio audience.
  • Over 20,000 posts on Facebook, Twitter and Instagram.

Awards:

  • Cannes Lions 2015: 2 Golds, 2 Silvers and 1 Bronze.
  • London Festival 2015 Awards: 1 Silver.
  • Clio Awards: 2 Golds and 1 Silver.
  • Eurobest Awards: 2 Golds.

Campaign: Year of the Elephant

Client: WildAid

Company: Ogilvy PR China with Grey London and Grey China

Grey London created WildAid’s Year of the Elephant to build on recent momentum and end the illegal ivory trade once and for all. The campaign, which launched alongside the Chinese New Year, encouraged anyone who cares about elephants to #JointheHerd by changing their social media profile photo at YearoftheElephant.org, or wish their followers a ‘Happy Year of the Elephant’ in Mandarin. It has been backed by a host of celebrities including Leonardo DiCaprio, Jackie Chan, Ellen DeGeneres, Sir Richard Branson, Yoko Ono, Lupita Nyong’o and Ricky Gervais.

Results:

  • 400m global impressions.
  • 37m views in China.
  • 2.2m interactions on Twitter and Instagram.

Campaign: The Last 55

Client: WWF

Company: Ogilvy & Mather New Zealand with Geometry Global New Zealand

The Maui dolphin is the world’s smallest dolphin with the world’s smallest population – only 55 remain. To help WWF raise awareness and put pressure on the government to take action, Geometry Global New Zealand and Ogilvy & Mather New Zealand created an online campaign which reduced Facebook user’s friends lists to just 55. As people saw their friends dwindle, they were encouraged to sign a petition and share #thelast55 through social media.

Results:

  • Over 100,000 people signed the petition.
  • #thelast55 shared 14,000 times.
  • $625,000 worth of work value.
  • Political parties gave support and regional council actively setting up a marine reserve.

Awards:

  • PMAA Dragon Awards 2015: 1 Navy and 1 Silver.

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