The International Advertising Association on April 8, 2008 announced the winners of its first annual worldwide Awards programme recognising the Socially Responsible Communications in TV, Print and Digital media. The Grand Prix was awarded to TBWA\Paris for its powerful film ‘Signatures’ for Amnesty International.
Overall, there were two Platinums, seven Golds, nine Silvers, and six Bronzes awarded from over 500 entries from 39 countries, in addition to a Special Jury Award, which celebrates integrated ideas transcending traditional categories, given to Duval Guillaume for the campaign titled ‘Bracelets’ for Médecins Sans Frontières.
The BBDO and DDB Networks took home the most awards with 6 and 5, respectively. Other networks/agencies awarded include, Contrapunto, TBWA, Leagas Delaney, Goodby Silverstein & Partners, Venables, Bell & Partners, Ogilvy & Mather, Lowe, Young & Rubicam, Publicis, Merkley + Partners, McCann, and DMB.
Bob Scarpelli, CEO & Worldwide Creative Director, DDB, and IAA Responsibility Awards’ Jury Chair, remarked, “It was great to see such a high standard of work, both creatively and strategically, for so many important causes around the world. As professional communicators, we have a responsibility to use our talents to help these organisations and their causes. It is my hope that these ideas and this work is being seen by the people the organisations are trying to reach.”
The Responsibility Awards were created to stimulate the advertising industry’s commitment to responsible communications and demonstrate the powerful contribution this community has already made toward worldwide issues of environmental and social responsibility.
Entries were accepted in just three categories, which covered a wide range of issues – 1) the Environment defined as Air and Climate, Seas and Ocean, Drinkable Water, Land, Soils, Parks/Forests and Mountains, Biodiversity, Resources Savings, Waste and Recycling; 2) Social and Personal issues such as Poverty and Sanitation, Education and Information, Human, Labour and Social Rights, Discriminations and Equity, Road Safety, Addictions, Health and Disease Awareness, Food, Responsible Consumption and Behaviour; 3) Corporate Social Responsibility relating to Economy and Ethics, Sustainable Brands Products and Services, Fair Trade and Equitable Commerce, Green Initiatives and Social Programmes.
The first annual IAA Responsibility Awards were sponsored by Microsoft and EuroNews, in association with ACT Responsible, with tech support by AdForum.