Team Darwin and Pancreatic Cancer Action won in the Best Small Budget category
A campaign to raise awareness of the difficulty of treating pancreatic cancer was one of several gold winners at last night’s IPA Effectiveness Awards to recognise impactful marketing from across the world.
Team Darwin’s ‘Envy’ campaign for Pancreatic Cancer Action, which featured striking images of people with pancreatic cancer wishing they had another form of the disease, led to a backlash from several charities that claimed the campaign ‘belittled’ other cancers.
However, judges at the IPA Effectiveness Awards were impressed by the impact of the “arresting campaign” which generated awareness in more than a quarter of the adult UK population and secured Pancreatic Cancer Action an audience with the Health Secretary. Team Darwin also won in the Best Small Budget category.
Pancreatic Cancer Action’s campaign was criticised by other cancer charities
There were two other health-related campaigns among the nine gold winners at the awards, which are run by the UK’s Institute of Practitioners in Advertising.
Grey London was one of the winners for its cardiac arrest campaign for the British Heart Foundation. The agency created a video featuring former footballer and actor Vinnie Jones instructing people to use the Bee Gees song Staying Alive to keep rhythm when providing CPR.
The campaign helped Grey London also pick up Effectiveness Company of the Year, one of several ‘special prizes’ handed out on the night.
Vinnie Jones featured in this CPR campaign for the British Heart Foundation
The final health-related gold winner was FCB New Zealand for its campaign for New Zealand’s National Depression Initiative. The initiative, which also won in the Best International category, encouraged people with symptoms of depression to keep an online journal as part of self-help treatment.
One of the judges – Asda’s chief marketing officer Stephen Smith – said: “The judges were impressed by the use of an appropriate brand ambassador to really connect with the New Zealand public on the taboo topic of male depression.”
Outside the gold awards M&C Saatchi picked up a silver for its Be Clear on Cancer Campaign for Public Helath England and Lowe Roche, Canada won bronze for its Make Health Last campaign for the Heart and Stroke Foundation of Canada.
Commenting on the awards, Lord Davies of Abersoch, CBE and 2014 chairman of judges, said: “Despite the variety of different categories, causes, creative, channels and conclusions, what underpins all of these winning campaigns is the clear, unquestionable return on marketing investment that they have generated.”
Results of 2014 IPA Effectiveness Awards (health campaigns in red)
Special prizes:
Grand Prix
Foster’s, Heineken UK by adam&eveDDB
Effectiveness Network of the Year
OMD
Effectiveness Company of the Year
Grey London
Best Dedication to Effectiveness
Sainsbury’s
Best Multi-Market
Only, Bestseller by Grey London and UncleGrey (Denmark)
Best Small Budget
Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin
Best International
National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand
The Channon Prize for Best New Learning
London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi
Gold winners
BHF, British Heart Foundation by Grey London
Dacia, Renault UK by Publicis London and Manning Gottlieb OMD
Foster’s, Heineken UK by adam&eveDDB
London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi
Mercedes, Mercedes-Benz by AMV BBDO
National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand
Only, Bestseller by Grey London and UncleGrey (*Denmark)
Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin
Specsavers, Specsavers Optical Group by Manning Gottlieb OMD
Silver winners
Aldi, Aldi UK & Aldi Ireland by McCann Manchester
Be Clear on Cancer, Public Health England by M&C Saatchi
Cuprinol, AkzoNobel by 18 Feet & Rising
easyJet, easyJet by VCCP and OMD
Everest, Everest by MBA and MediaCom
Fire Safety, Department for Communities and Local Government by RKCR/Y&R
Group of Humanitarian Attention to the Demobilised, Colombian Minstry of Defense by Lowe and Partners (*Columbia)
ITV, ITV by ITV
Mobile Internet, Deutsche Telekom by DDB Tribal Group (*Germany)
Premier Inn, Whitbread by RKCR/Y&R
Ready Baked Jackets, McCain by PHD Media
Sainsbury’s, Sainsbury’s by AMV BBDO, Blue Rubicon, PHD Media and Sainsbury’s
The Salvation Army, The Salvation Army by Mike Colling & Co and WPN Chameleon
Bronze winners
Aviva, Aviva by AMV BBDO
EDF Energy, EDF Energy by AMV BBDO and Havas Media
Expedia, Expedia by Ogilvy & Mather London and Expedia
Fairy, Procter & Gamble by Grey London
first direct, first direct by JWT
Garnier UltraLift, L’Oréal by Publicis London
Kärcher UK, Kärcher UK by Kärcher UK
Lux, Unilever by JWT Tokyo and Unilever (*Japan)
Make Health Last, Heart and Stroke Foundation of Canada by Lowe Roche (*Canada)
Mattessons / Fridge Raiders, Kerry Foods by Saatchi & Saatchi
McDonald’s, McDonald’s Denmark by OMD Denmark and DDB Copenhagen (*Denmark)
MILO, Nestlé Malaysia by Ogilvy & Mather (*Malaysia)
Sensodyne Pronamel, GlaxoSmithKline by Grey London