FCB NZ shortlisted in IPA Effectiveness Awards for National Depression Initiative campaign

FCB New Zealand’s campaign for the National Depression Initiative has been shortlisted in the IPA Effectiveness Awards, the world’s most rigorous and prestigious Awards scheme.

The Awards showcase and reward campaigns that demonstrate their marketing payback, and provide the richest communications database in the world.

The campaign acknowledged that depression is an all-too-common mental condition that is expensive to treat and, in the worst cases, costs people’s lives. To spread awareness and tackle prejudices, FCB New Zealand created an above the line campaign integrated with an online self-help tool. The ‘Journal‘ is a free solution designed to guide people through evidence-based techniques they can apply to their everyday lives to help manage their depression. The campaign achieved a return on marketing investment (ROMI) of 5 for the government and, more importantly, some users reported that it saved their life.

An additional 34 campaigns from across the world have also been shortlisted for this esteemed competition. The full shortlist is:

·         Aldi, Aldi UK & Aldi Ireland by McCann Manchester

·         Aviva, Aviva by AMV BBDO

·         Be Clear on Cancer, Public Health England by M&C Saatchi

·         BHF, British Heart Foundation by Grey London

·         Cuprinol, AkzoNobel by 18 Feet & Rising

·         Dacia, Renault UK by Publicis London and Manning Gottlieb OMD

·         easyJet, easyJet by VCCP and OMD

·         EDF Energy, EDF Energy by AMV BBDO and Havas Media

·         Everest, Everest by MBA and MediaCom

·         Expedia, Expedia by Ogilvy & Mather London and Expedia

·         Fairy, Procter and Gamble by Grey London

·         Fire Safety, Department for Communities and Local Government by RKCR/Y&R

·         first direct, first direct by JWT

·         Foster’s, Heineken UK by adam&eveDDB

·         Garnier UltraLift, L’Oréal by Publicis London

·         Group of Humanitarian Attention to the Demobilised, Colombian Minstry of Defense by Lowe and Partners (*Columbia)

·         ITV, ITV by ITV

·         Kärcher UK, Kärcher UK by Kärcher UK

·         London 2012 (Travel Demand Management), Olympic Delivery Authority / Transport for London by M&C Saatchi

·         Lux, Unilever by JWT Tokyo and Unilever (*Japan)

·         Make Health Last, Heart & Stroke Society 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)

·         Mercedes, Mercedes-Benz by AMV BBDO

·         MILO, Nestlé Malaysia by Ogilvy & Mather (*Malaysia)

·         Mobile Internet, Deutsche Telekom by DDB Tribal Group (*Germany)

·         National Depression Initiative (NDI), Health Promotion Agency by FCB New Zealand (*New Zealand)

·         Only, Bestseller by UncleGrey (*Denmark)

·         Pancreatic Cancer Action, Pancreatic Cancer Action by Team Darwin

·         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

·         Sensodyne Pronamel, GlaxoSmithKline by Grey London

·         Specsavers, Specsavers Optical Group by Manning Gottlieb OMD

·         The Salvation Army, The Salvation Army by Mike Colling & Co and WPN Chameleon

Says Lord Davies of Abersoch, CBE and 2014 chairman of Judges, IPA Effectiveness Awards: “These 35 shortlisted campaigns provide absolute proof of the transforming power of communications to a business’s bottom-line. For anyone looking for invaluable insights into how to turn a creative idea into commercial success, look no further than these exemplary cases. Congratulations to all those who have made it onto this prestigious list.”

Says Lorna Hawtin, disruption director, TBWA Manchester and 2014 convenor of judges, IPA Effectiveness Awards: “The judges were seriously impressed by the breadth of entries this year which include both clever, tactical investments, as well as some powerful long-running campaigns. There is plenty to inspire each and every one of us towards the creation of more effective campaigns.”

Says Lindsey Clay, chief executive, Thinkbox, the overall Awards’ sponsor: “To be shortlisted for these prestigious awards is almost an award in itself. It means that these campaigns have worked and worked brilliantly. They are the benchmark by which other advertising should be judged and I wish them all every success on Awards night. No awards come closer to what Thinkbox is about than these and we are proud to have been their sponsor for ten consecutive years.”

The winners will be awarded at a black-tie gala ceremony at the London Hilton on Park Lane on Monday 27th October.

For further information about the shortlist, visit www.ipa.co.uk/effectiveness or join the conversation on Twitter #ipaeff.