Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2022 Contenders…
Unconditional Skincare Co.: A World-first Skin Peace Pledge
For centuries, women have been conditioned to think about their skin as a problem to be fixed. It’s a subtle but harmful form of discrimination that targets womens’ self-worth.
So, to demonstrate this issue and how pervasive negative skincare messaging is for women, we created an ad that collected and highlighted the negative skincare messages that were posted to YouTube in a single day.
The ad was then shared with the same audience on YouTube but now with an entirely new context.
New Zealand Blood Service: Unseen Emergencies
When an emergency is picked up by the news, data shows that New Zealanders are overwhelmingly responsive, inundating the NZ Blood Service with offers to donate. However, the reality is 83 Kiwis experience an unseen emergency and need life-saving donations every day. Most of these emergencies never make the news.
This lack of visibility, combined with an unpaid donation system, has resulted in systemic donor apathy, with only 4% of people donating regularly. So to break this cycle, we hijacked the 6pm news bulletin to shine a light on the life-threatening unseen emergencies faced every day.
The deadline for Campaign Brief’s The Work 2022 is Thursday April 14. Entries are FREE with only an acceptance fee charged for those that make the cut. See full details and enter here… If your agency has entered The Work and would like to showcase your best work in our Contenders series email email@example.com.