Cannes Lions immediately introduced the names of 5 recipients of its Sustainable Growth Objectives Lions funds.
The nonprofits, chosen from final 12 months’s Lion Award-winning charities, every obtain practically $50,000 (45,372 Euros) to help their work. The pot of cash is the sum of all of the entry charges from the 2022 SDG Lions. This 12 months’s fund recipients embrace:
- Change the Ref, Inc., a gun management advocacy group within the U.S. The group labored with Leo Burnett Chicago to create “The Lost Class,” a stunt that tricked gun possession advocates into talking at a memorial for gun crime victims. It received a Silver SDG Lion.
- All people Eats, a New Zealand-based charity behind “The Goodie Field,” created with DDB Aotearoa. The marketing campaign aimed to encourage restaurant diners to “pay” for his or her leftovers by making a donation to the nonprofit. The challenge earned a Bronze SDG Lion.
- GEPAE (Grupo Estratégico para la Pastilla Anticonceptiva de Emergencia), a gaggle that advocates for girls’s contraception rights in Honduras. The nonprofit partnered with Ogilvy Honduras to develop “Morning After Island,” successful a Bronze SDG Lion.
- The Worldwide Paralympic Committee labored with Adam & Eve/DDB London who developed the “#WETHE15” marketing campaign movie, produced by Pulse Movies. Selling the WETHE15 disability inclusivity movement, the movie aired through the Tokyo Paralympic Video games and received a Bronze SDG Lion.
- Reporters With out Borders is the NGO behind “The Truth Wins,” developed alongside DDB Germany. Spotlighting the significance of press freedom, the marketing campaign gave entry to censored reporting by outstanding journalists from Russia, Turkey and Brazil by means of Twitter, utilizing lottery numbers as an entry code. It received a Bronze SDG Lion.
The objective of those donations, which have been a part of the SDG Lions course of since its inaugural 12 months in 2018, is to fund work that helps the United Nations’ 17 Sustainable Development Goals, a set of targets adopted by UN member states in 2015.
In 2018, the Grand Prix successful marketing campaign “Palau Pledge” obtained the complete $370,000 chunk of change from 898 entries. In different years—like this one—the pot is equally break up amongst a number of deserving causes.
“The SDG Lions’ successful charities present how creativity can drive motion to satisfy the ambitions of the worldwide targets,” Simon Cook dinner, CEO, Lions, mentioned in an announcement. “We’re delighted to help the continuing work of those inspirational charities.”
The marketing campaign to finish starvation
All people Eats, one of many 5 recipients of the funds, works to unravel the issue of meals waste by salvaging landfill-bound meals from supermarkets, meals rescue charities and companies. However that’s solely a part of the group’s mission. With the assistance of cooks and volunteers, the group transforms that meals waste into high-quality meals and serves it at “pay-as-you-feel” eating places that cater to anybody and everybody who’s —successfully working towards the second SDG, which goals to finish starvation.
“What we’re attempting to do is create a restaurant expertise relatively than a ‘soup kitchen’ expertise,” Nicholas Loosley, founding father of All people Eats, mentioned. Those that want a sizzling meal as a result of they’ll’t afford one are seated proper alongside those that is likely to be restaurant regulars. The mannequin goals to “use meals as a software to interrupt down social obstacles,” he mentioned.
The Lion-winning marketing campaign, “The Goodie Field,” mirrors the twin mission of All people Eats by elevating cash for the group’s anti-hunger work whereas breaking down a New Zealand stigma in opposition to taking leftovers residence after a meal—subsequently avoiding pointless meals waste. In a landfill, meals waste creates methane, a greenhouse gasoline that’s greater than 25 instances higher than carbon dioxide at trapping warmth within the ambiance and subsequently a significant driver of local weather change.
When an in depth pal who works at DDB in New Zealand prompt that the company may do some professional bono work for the charity, “we jumped on the alternative,” Loosley mentioned. That finally resulted in “The Goodie Field.”
The $50,000 from Cannes Lions will let All people Eats proceed its growth. It has two eating places presently in enterprise—its flagship in Auckland and a second spot in Wellington. Although the Covid-19 pandemic slowed down its development, it goals to open a brand new restaurant annually for subsequent few years, beginning with a second store in Auckland in about two months.
“Longevity was all the time on the forefront for this marketing campaign,” Gary Steele, DDB Aotearoa’s chief inventive officer, advised Adweek through e mail. “Meals shortage is a extremely essential and big difficulty, which All people Eats is attempting to unravel.”
Source link
