Carat New Zealand, with Dentsu Aegis Network agencies BC&F Dentsu and MKTG, and the team at Movember New Zealand (NZ), have taken out Gold and Silver at the Festival of Media APAC awards for the ‘Face of Change’ campaign.
The campaign challenged school Principals to bend the rules on their ‘clean shave policies’ for a month to allow teens to grow a ‘mo’. Through the simple mechanic of personalised letters to high school Principles, a campaign budget of $174 (for stamps!) and a host of donated media including two million digital impressions, five full page newspaper and magazine ads and 32 billboards, $1.7million was raised for Movember in NZ.
Says Alex Lawson, general manager, Carat NZ: “The work we do for Movember NZ provides the opportunity to flex our collective brains and creative muscle, harnessing true integration across DAN for a really important, lifesaving cause. Our people at Carat, MKTG and BC&F Dentsu were lining up to work on this brief and their passion shows through the work.
“This recognition is also a chance to thank the media owners who come to the party every year to support Movember campaigns through donated space and other inkind support. I’m exceptionally proud of the teams for these awards.”
Says Robert Dunne, country manager for Movember NZ: “For the “Face of Change” to be recognised internationally reinforces that you must work with people and organisations that share your vision and values.
“The success of this campaign is the result of a group of people whose saw past their job titles and even the brief, and were driven by the motivation to help as many young men as possible by utilising their skill set and challenging others.”
The team took out a Gold award in the ‘Impact’ category’ and a Silver in ‘Effectiveness’, adding to the Beacons and Effie awards previously won for the campaign.