B R AND IM PA C T AWA R DS 2 01 7
OCTOBER 2017
PINS WON’T SAVE THE WORLD SHORTLISTED: NOT-FOR-PROFIT; HIGHLY COMMENDED: SOCIAL IMPACT by Sagmeister & Walsh www.sagmeisterwalsh.com Following Trump’s election, the Sagmeister & Walsh team was concerned about a host of pressing issues, such as the safety and rights of women, the LGBTQ community and refugees, climate change, and access to safe abortions. Pins Won’t Save the World encourages citizens to wear their hearts (and their politics) on their sleeves, with a playful series of pins that challenge racism, misogyny, xenophobia and homophobia. The first round of proceeds went to Amnesty International’s #AmericaIBelieveIn, with the second batch raising funds for causes including Planned Parenthood, International Refugee Assistance Project, and Mexican American Legal Defense and Education Fund.
B I G O R G A N I S AT I O N S C A N BE SLOW-MOVING “ We wanted to create a charity project for a large NGO, thinking that the impact would be stronger with a big network behind it. When it turned out this NGO was rather slow and bureaucratic, we decided to create our own site and distribution system. It was a true success, with tens of thousands donated to charity.” JESSICA WALSH
PARTNER, SAGMEISTER & WALSH
#REWRITINGTHECODE SHORTLISTED: NOT-FOR-PROFIT; HIGHLY COMMENDED: SOCIAL IMPACT by The Partners www.the-partners.com Produced for international children’s charity Theirworld, #RewritingTheCode is designed to challenge ‘embedded values’, and change attitudes and behaviours that prevent girls and women from fulfilling their potential. Equating these inbuilt social prejudices to the embedded code that defines the digital world, The Partners developed a visual metaphor to reveal the hidden messages beneath seemingly innocuous everyday language. Despite zero media spend, #RewritingTheCode achieved a Twitter reach of 21 million on launch day, with 2.4 million global impressions for its digital ads and an estimated total reach of over nine million adults. It also featured in 22 UK print publications. GI V E THE IDE A AWAY “Success in public awareness campaigns is all about how much conversation you can generate. To achieve this, you need to give the idea away. For instance, #RewritingTheCode’s low-fi ‘hacked text’ approach meant anyone could make their own gender equality message, perfectly suited to social media.” NICK EAGLETON
C R E AT I V E D I R E C T O R , T H E P A R T N E R S
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