OMD Australia
The Pyjama Foundation Through UnLtd
Through UnLtd, the Foundation for Social Entrepreneurs, OMD Australia has partnered with The Pyjama Foundation for two decades to support children in foster care. The Pyjama Foundation prioritizes mentorship, literacy and educational programs to break the disadvantaged cycle and empower foster children. OMD Australia is helping bridge the education gap and giving children confidence that can boost their overall well-being.
At UnLtd’s Big Dream event in 2024, OMD Australia was recognized with the Good Company Award for its contributions. OMD Australia donated pro bono media support, initiated strategic campaign planning and implemented employee engagement initiatives to boost impact around National Pyjama Day. Employees participated in PJ Angels, mentoring programs, creative workshops and fundraising initiatives, offering hands-on support for children in foster care.
$3.5M+
in pro bono media placements from OMD Australia on National Pyjama Day.
NEARLY 200
hours of employee volunteerism.
PHD UK
Recognition
Streams of (un)consciousness – British Heart Foundation
The British Heart Foundation and PHD UK sought to raise awareness of cardiac arrest events and increase exposure to RevivR, an online CPR training tool. To promote app downloads, they collaborated with high-profile Twitch streamers to meet Gen Z where many spend their time. Gamers across the U.K. had their streams disrupted by the British Heart Foundation with Streams of (un)consciousness, mimicking the sudden and unexpected impact of a cardiac arrest. During the simulated emergency, the screen “flatlined,” displaying cardiac arrest statistics and information on how viewers could learn lifesaving CPR.
The impact of this awareness campaign had real-life implications. Just weeks after the activation, a streamer was informed that the CPR demo had saved the life of a follower’s 2-year-old niece.
11M
followers across 14 Twitch gamer profiles.
84%
RESPONDENTS
said they were “very likely” to learn CPR through RevivR after seeing the campaign.
Colenso BBDO
Adoptable – Pedigree
To help shelter dogs find their forever homes, PEDIGREE® teamed up with Colenso BBDO and featured adoptable dogs in targeted advertising. Recognizing that low-quality photography can be a barrier to adoption, the “Adoptable” campaign featured real shelter dogs in dynamic out-of-home ads, geographically targeted to potential pet parents. A bespoke AI model was trained to help transform amateur photography captured by busy shelter workers into professional grade ads – creating a “digital skeleton” based on a single photograph that could customize a given dog’s image for any ad format. This first-of- its-kind technology used PEDIGREE’s global reach to turn the brand’s pet food ads into ads for shelter dogs, too.
6x
INCREASE
in shelter website traffic and profile views for featured dogs.
50%
of featured dogs adopted in the first two weeks
TBWA\Hunt\Lascaris Johannesburg
Riky Rick Stronger – The Riky Rick Foundation
After struggling with depression, South African Hip Hop icon Riky Rick died by suicide in 2022. Known for inspiring young people with messages in his music, his death marked the loss of an influential voice. Searching for a way to keep uplifting the nation with Riky’s lyrics and provide a voice for others living with mental illness, TBWA\Hunt\Lascaris and The Riky Rick Foundation created the Riky Rick Stronger campaign. The campaign launched a final song, titled “Stronger,” using AI and past recordings of Riky. The re-emergence of his voice grabbed South Africa’s attention, sparking a nationwide conversation as the song was played on virtually every major radio station.
39%
in negative sentiment around mental illness during the campaign.
reach two weeks after launch.
Impact BBDO
Child Wedding Cards – UN Women
Complications arising from pregnancy and childbirth are among the leading causes of death globally for girls aged 15 to 19. UN Women sought to improve the health of millions of girls and women by reducing instances of child marriage and focused its attention on Pakistan, where 21% of brides are girls under 18 years old. To urge lawmakers to help protect girls, Impact BBDO helped launch a direct mail campaign called “Child Wedding Cards.” Members of the National Assembly of Pakistan received personal invitations designed by girls aged 5 to 15 to attend a fictional wedding, using their drawings to reinforce the youth of these girls. The campaign inspired dozens of lawmakers to support UN Women’s objective by displaying the invitations during an active parliamentary session. Following the campaign, Pakistan’s Federal Islamic Court announced a landmark edict reaffirming 18 as the minimum age for marriage in Islam.
Landmark Judgement
Made by the Federal Islamic Court that a minimum age of 18 for marriage is not against the beliefs of Islam, which paved the way for the state to raise the minimum age.
adam&eveDDB London
Missed Birthdays – Campaign Against Living Miserably (CALM)
Ahead of World Suicide Prevention Day, adam&eveDDB London and CALM launched an integrated campaign called “Missed Birthdays.” Suicide is the leading cause of death for individuals under 34 in the U.K., and the campaign sought to inspire a national conversation about this tragic reality. Signage and an installation of more than 6,900 balloons were deployed at Westfield London, Europe’s largest shopping center. Each balloon represented the birthday of an individual who lost their life to suicide in the past decade. Following the installation, a TV ad showcasing parents who lost their child, Evelyn, to suicide on her 16th birthday, encouraged adults to take action and help end youth suicide.
Audiences were directed to the CALM C.A.R.E. kit – a suite of tools and resources designed to help start mental health conversations and support young people in crisis.
19M+
ADULTS
reached through traditional and social media
700%
increase in social media engagement.
82%
said they felt hopeful that, together, we can end youth suicide.
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