The Grand Prix 2020 in the IPRA Golden World Awards for Excellence (GWA), the world’s most prestigious PR awards scheme, is The Last Older Person to Die in Loneliness, created by Spanish agency LLYC on behalf of their client The BBK Foundation. The campaign was a perfect example of an unconventional communication strategy designed to start a conversation on a taboo topic – that of loneliness amongst the elderly. A most realistic sculpture was used to graphically demonstrate the message.
The Global Contribution Award is given for PR with an objective of meeting one of the UN’s Sustainable Development Goals. The 2020 winner is Soaps With Dots from Croatian agency Apriori World for their client The Zagreb Association for the Blind. Apriori World agency, headed by Mr. Danijel Koletić, has been working pro bono for six years for the Association of the Blind Zagreb, and Soaps with dots are produced by the company Sfera Visia, which specializes in social entrepreneurship. Soap with Dots provided a simple solution to an old problem. The revenue-boosting communication strategy for this social project involving the production of soap with Braille dots, encouraged the public to give this soap as a gift. The project meets the UN’s sustainable development goal 10: reduced inequalities.
“This year’s Grand Prix was so very well deserved tackling, as it did, an important and but oft forgotten issue in a highly engaging and creative way,” comments Svetlana Stavreva, IPRA’s President and chairman of the jury: “And I felt the Global Contribution Award 2020 went to a touching and imaginative campaign that was indeed all about reducing inequalities.”
