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Tom Knox's top 2015 Here for Good campaigns

From literacy to sport, to health and pleasure, IPA President Tom Knox reveals his top five campaigns from 2015 that exemplify his ‘Here for Good’ agenda that advertising can be a culturally, socially and economically enriching force for good.


‘This Girl Can’, Sport England by FCB Inferno

How do you start to tackle the fact that in England 2m fewer women than men exercise regularly?

This campaign identified that the fear of being judged for their appearance whilst exercising deterred many women from joining in sport and exercise. In response, it celebrated women of all ages and types enjoying physical activity and overcoming personal barriers, free from concerns about how others might judge them.

With almost 38m views of the campaign, especially for its fast-paced video, ‘This Girl Can’ demonstrated how advertising can be used by governments and health organisations to promote desirable behaviour change. More importantly, the latest figures from Sport England show almost 150,000 more women in England are taking weekly exercise.

‘Like a Girl’, Always (P&G) by Leo Burnett

Rightly awarded everywhere, this campaign challenged the adult stereotypes that undermine pre-pubescent girls’ confidence, and offered a positive alternative that was highly relevant to the Always brand.

The interviews in documentarian Lauren Greenfield’s film highlighted how adults used ‘like a girl’ to mean performing frivolously or incompetently, undermining young girls’ self-images as they entered puberty.

The message that ‘like a girl’ should instead convey female empowerment had global relevance, and helped make this the most watched video in P&G’s history. Almost 70% of men and 60% of women said the film had changed their perception of the phrase.

Mog’s Christmas Calamity’, Sainsbury’s by AMV BBDO

The supermarket chain linked its 2015 Christmas campaign to child literacy by working with children’s author, Judith Kerr, to produce this animated epic about an accident-prone cat, and an associated book, which will raise funds for Save the Children’s literacy programmes.

The result delivered a Christmas message with a genuine purpose, helping the retailer to top lists of favourite ads during its key trading period.

‘Heartless’, British Heart Foundation by DLKW Lowe

This campaign, by my own agency, showed how families can be unexpectedly torn apart by the impact of ‘heartless’ heart disease. A key message was delivered in the film, ‘Classroom’, in which a young boy has a hurried, emotional conversation with his father who suddenly appears beside his school desk. It quickly becomes clear that the father has already died from a heart attack.

This highly dramatic approach was designed to inspire people to donate funds to BHF’s life-saving research.

‘Be true to your pleasure’, Magnum (Unilever) by LOLA

A brave client pushed the category’s boundaries with this sensuously shot film, which featured a cast of glamorous gender-bending protagonists and a message celebrating the right of individuals to ‘find pleasure wherever they seek it’.

Accompanying videos contained interviews with a series of ‘gender non-conformists’, connecting the brand to popular culture discussions of gender diversity, whilst staying true to its longer-term strategy of embracing diverse forms of enjoyment and pleasure. 

Last updated 07/01/2016

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