Leo Burnett’s case study has been selected as a finalist for the second time in a row at the Asian Marketing Effectiveness Awards (AMEA). Last year, it was the case study of the Congress, while this year it is the study based on advertising for NGO Prerana, an anti-trafficking cell working in the red light areas of Mumbai under the aegis of Leo Hope, the social cell of Leo Burnett.
Arvind Sharma, Chairman and CEO, Leo Burnett, said, “Certain messages, which need to touch the heart and make one sit up and question the social fabric, have to be conveyed very directly and honestly to the people. Use of unconventional media can then generate enough substance to push for big changes.”
He further said that the signature campaign had acted as a catalyst in the dance bar ban while the TVC elicited 20 times more calls from parents and girls themselves. Seema Sood, Head, Leo Hope, added, “Leo Hope has been in existence as a formal part of Leo Burnett Mumbai for the past one and a half years and has released successful, hard working campaigns on trafficking, rape, female foeticide, child marriage and child sexual abuse in a variety of media.”
The study titled ‘Shattering the lure of the city’ selected for the Most Effective Use Of Public Relations done by Leo Hope is based on the campaigns released on the exploitation of young gullible girls, who are brought into the city under the garb of employment and then used and abused by an array of people.
The TV campaign, supported by Star Care, warned gullible parents of the dangers that awaited their daughters once they reached the city. At the BTL level, a signature campaign was designed in support of the ban on dance bars, which, too, were exploiting such young girls.
The team that worked on the campaigns included Santosh Padhi (ECD), Russell Barrett (CD), Pravin Gharat (CD), Abhinay Patil (Art), Mithun Mirji (Copy), Gopi Puthran (Copy), Seema Sood (Servicing), and Firoz Karmalawala (Films).
Darren Marshall, Group Marketing Director, Coca-Cola, chaired the judging panel at AMEA. The winners will be announced in Hong Kong on June 28, 2006.