The ‘I Quit’ campaign run by Health Promotion Board Singapore (agency: Ogilvy & Mather Singapore) has won a Gold Award and the Boots’ “Here Come the Girls’ initiative (Mother London) a Bronze.
This year’s judges included Sheila Mitchell, marketing director of the Department of Health, much noted for producing pioneering health campaigns herself.
Outlining their entry, the Health Promotion Board Singapore said that when tough, anti-smoking measures had had little effect, a pro-quitting environment was created instead with the purpose of ensuring smokers didn’t feel marginalised. The resulting success rate was three times the international average.
For Boots the ‘Keep the Girls Coming In’ theme (agency: Mother London) originated in 2007, when market share was under pressure. It embarked on its now widely known ‘Here Come the Girls’ series to engender loyalty in 22 to 44-year-old women. The campaign has been acclaimed for arresting share decline and maintaining Boots’ position as market leader. Find out what Sara Jones, author of The Directory’s latest Ad Lib review has to say about this autumn’s ‘Here Come the Girls’ TV ad.
Laurence Horner, Mother’s joint head of strategy said: ‘We’re delighted to have won an IPA Effectiveness Award for our ‘feel good’ campaign, especially as the Awards are such a rigorous and thorough assessment of financial effect. Our mission at Boots is to champion everyone’s right to feel good, and this Award shows we are delivering on that mission successfully.’
In his summing up of this year’s winners, Lord Hollick, chairman of the judges, said: “The campaigns have produced some outstanding results whether it be proving their return on marketing investment, profit growth or offering great cases of creativity. They all went the extra mile to create incredibly inspiring and ultimately highly effective advertising.”
Said Marie Oldham, convenor of judges: “This year’s entries form an amazing body of work which enshrines all that is good about our industry right now. There are great examples of powerful ‘big idea’ campaigns from John Lewis, to BT and British Gas, there are informative demonstrations of new media usage such as Metropolitan Police and stories founded in human insight such as Cadbury Dairy Milk in India.”
Last year’s healthcare-related winners were Marie Curie Cancer Care (DLKW Lowe) and the Organ Donor Register (Abbott Mead Vickers BBDO).