Media Owner - Media Idea - Under £250k

ITV

 

Project 84

Each week in the UK, 84 men commit suicide - that’s 12 men a day. Calm, a charity that works to prevent male suicide, wanted to bring this shocking statistic to life and push for the appointment of a UK government minister officially responsible for suicide prevention and bereavement support.

ITV had already been searching for ways to tackle mental health - working together with Calm and agency Adam&EveDDB, the idea for Project 84 was conceived - statues of real male suicide victims standing on top of ITV’s studio tower, overlooking the Thames.

Sculptor Mark Jenkins created replica statues of 84 men who’d killed themselves in the same week, created with the support of relatives and friends and dressed using actual clothing from each victim. Of these, 72 statues were placed on top of ITV’s tower, while 12 further men stood on the This Morning studio, representing the 12 who kill themselves every day. Each of these men’s real-life stories were used for content, to encourage discussion and understanding across ITV channels and shows.

This Morning featured interviews with friends and family of the 12 men. ITV and Calm also launched a PR campaign across media and social outlets, providing stories throughout the campaign week. Calm saw a 34% increase in the use of its helpline while 290,000 people signed its online petition for Parliamentary action.

Silver
The Telegraph
The Telegraph, Specsavers & Manning Gottlieb OMD
To promote Specsavers’ Rugby Referee sponsorship and encourage uptake of eye tests, the brand worked with The Telegraph and Manning Gottlieb OMD to devise an interactive, video-based rugby referee game where the players are the referee, having to decide what to do when faced with six contentious decisions. The Referee Challenge game was distributed within Telegraph Sport across desktop, mobile and social media, as well as being heavily promoted in print.

Bronze
Exterion Media, in partnership with Havas Media and Posterscope
Turning London Underground 'Beefeater Pink' with strawberry-scented posters - Pernod Ricard UK
For the launch of Pernod Ricard’s Beefeater Pink, a strawberry-flavoured gin, Exterion Media harnessed the powerful effect of scent with bold visuals to make Oxford Circus underground station smell like strawberries. The high-impact OOH activation included multiple strawberry-scented exit corridors and a vinyl wrapped escalator with LEPs (escalator panels).

Finalists
Channel 4: Co-op’s Festive Choir on C4, Hearts & Science/Co-op
Facebook: Christmas Concierge, Grey London / Marks and Spencer
Hearst UK: Cosmopolitan x Sleek MakeUP: My Face, My Rules, PHD UK / Sleek Make-Up
Hearst UK: Hearst x Smart Energy: The power of 10p, Smart Energy / Digital Spy, Cos

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