A breast cancer awareness campaign that made headlines across the world has been recognised for its creative contribution to society at the inaugural D&AD Impact Awards in New York.
The ‘MANBOOBS4BOOBS’ campaign by DAVID Buenos Aires on behalf of MACMA used male models to circumvent social media censorship rules and demonstrate how to self-examine for signs of breast cancer.
For this, the YouTube-based campaign picked up a White Pencil award – the Awards’ second highest accolade – in the health and wellness category.
The D&AD Impact Awards was created to highlight and celebrate examples of game-changing creativity in business, with winning campaigns showcased as case studies of inspiring, ethical advertising and design.
Tim Lindsey, chief executive of D&AD, said: “We’re in a post-corporate social responsibility environment in which businesses are now acutely aware that consumers are demanding ethical, as well as financial, value from their products and services.
“Tokenistic products no longer hold any weight for customers: global industry cannot afford to neglect the imperative that their bottom line must now be driven by purpose as well as profit.
“The sustainability of business and the planet relies on this shift in attitude and behaviour, at every level of business.”
A panel of top marketing executives, led by the likes of Jamie Oliver and Richard Curtis, judged entries on the basis of innovation and originality, clear and measurable impact, and relevance to the business’ commercial needs.
A total of 87 D&AD Impact Pencils were awarded at the ceremony on Tuesday evening, with 20 brands winning White Pencils while only two Black Pencils – the gold standard for excellence in creativity and business – were awarded.
These included Casa Luker’s campaign to help Colombian children commute to school by boat ‘Lifesaver Backpack’, created by J. Walter Thompson Colombia, which took home a White Pencil in the humanitarian aid category.
Leo Burnett Toronto, Chicago, London/Holler’s ‘Redefining #LikeAGirl’ diversity and equality campaign commissioned by consumer goods giant Procter & Gamble also took home a White Pencil, as did Ogilvy & Mather Mumbai’s anti-acid awareness campaign ‘Beauty Tips’ for Make Love Not Scars in the government engagement category.