Highly Commended
Stand up and Be Counted – The World Can’t Wait
Summary of work
As a purpose-driven company, RB sought to accelerate its social impact programme in 2018, and the One Young World summit represented a critical milestone to engage a key audience – purpose-driven millennials who represent the leaders of the future.
To capture the attention of this audience on the social issues and injustices relevant to RB business (access to toilets, malnutrition and stunting), and activate them – together with RB – to make meaningful impact across these areas, it was critical to disrupt the convention of typical corporate approaches.
An action-oriented strategy was activated under the campaign platform: Stand Up and Be Counted – The World Can’t Wait, rallying audiences to act now with speed and agility, to make the world a healthier place.
The approach included an experiential light show, disruptive ‘toilet takeover’, multi-sensorial exhibit experience and social media campaign, ensuring the audience ‘felt’ the scale of issues highlighted, to generate discussion and inspire them to pledge to act.
The event received 100% positive feedback, and the campaign reached >10M on social media with >33M impressions. As a direct result of the OYW activity, ten new social impact projects were proposed by ambassadors and are now being scoped out by RB.
Judges’ comments
Havas SO and RB’s Stand Up and Be Counted campaign is creative, young, engaging and vibrant. Through clever engagement, they produced clear and genuine outcomes. The thinking was fun and different and they targeted those who would make a difference.
