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#IGiveA from deaths from diarrhoea

by Tonic Life Communications for RB (Reckitt Benckiser) in partnership with Save the Children

Summary of work

RB (Reckitt Benckiser) wanted to ‘raise the game’ with a unique and impactful campaign that would achieve its ambition to eliminate diarrhoea in children under five by 2020. The brief was to deliver a campaign that would create RB recognition as a CSR leader and that would reignite employee passion and pride in their partnership with Save the Children.

We devised a multichannel campaign with a provocative creative platform – ‘IGiveA’ – with a website as the campaign hub. To maintain all-year momentum we leveraged key internal and external moments to generate excitement and to create waves of ‘social contagion’.

Country participation was driven through highly creative toolkits via RB Save the Children ambassadors. The campaign’s highlight was a ‘replica slum’ event at Corporate HQ coinciding with Universal Children’s Day which built excitement and resulted in a 40% increase in social actions taken on the website.

Tasked with delivering 1 million actions in 12 months, the campaign generated 212,000 employee ‘actions’ in just 12 weeks and with 7 months still to go stands at 743,000 – 75% of the target. In 2014 RB was ranked #7 in the Global 100 Most Sustainable Companies – the first time it had featured. 

Judges comments

This is so different and risky. The creative campaign, backed by a strong strategy had a positive impact and used a good online platform to engage employees to donate. Ease-of-use for this time-poor audience was the incentive needed to act and the results speak for themselves.

Highly commended

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The Care Challenge - by Digitas Health Lifebrands for Sanofi

#IGiveA from deaths from diarrhoea - by Tonic Life Communications for RB (Reckitt Benckiser) in partnership with Save the Children

Category Sponsors

Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253