PSA Voting

Gatorade tackled the lack of space for sports in urban India, particularly in Mumbai, where limited playgrounds hinder participation.

They launched "Gatorade Turf Finder," a tech innovation in partnership with Google Maps, which used 20 years of traffic data and real-time insights to identify when roads were empty and could be temporarily converted into sports turfs. Modular turfs were set up and dismantled quickly, transforming roads into community playgrounds. The initiative reached 111 million people, increased brand awareness, and garnered government support for future turf locations, aligning with the "Fit India Movement" to promote active lifestyles.

In Argentina, the issue of missing children is a serious concern, with many families actively searching for their loved ones. Despite the efforts of many people, the faces of these children are still invisible to society. For the first time ever, celebrities and the media came together to shine a spotlight on those children who truly need to be seen.

Natalia Oreiro was chosen as a partner, an international actress and singer with over 25 years of experience. She teamed up with the press to utilise her son's exposure to bring attention to missing children. Instead of concealing faces, they revealed them, overlaying QR codes on images of Natalia's son, directing viewers to profiles of missing children.

After 20 children and 6 staff were brutally killed in the Sandy Hook Elementary school shooting in 2012, two grieving parents came together to turn tragedy into transformation. They founded Sandy Hook Promise on a mission to protect children from gun violence. The task of this campaign was to move people to support this mission in a country where the conversation about gun violence prevention had turned into a political debate.

SOS Children’s Villages is an international nonprofit dedicated to safeguarding children’s rights worldwide. They believe that every child has the chance to simply be a child. However, the harsh reality is that millions of children, some as young as five years old, are forced to perform some of the world’s most dangerous jobs in industries such as mining, tobacco, and brickmaking. The brief was to raise awareness around this matter.

Parents of transgender children approached the agency with a challenge. There was no brief—just a goal: to protect their children from attacks and demonstrate that their families are no different from others. They joined creative and PR agencies forces to find the most effective solution together and spent long hours discussing with The Parents, working through various scenarios. The challenge was to create a campaign that would reach a wide audience but not trigger a wave of hate from the conservative segment of society—ensuring the safety of our campaign's heroes was crucial.

In Hong Kong, domestic violence against children increased by 29% in 2023 (Hong Kong Police). In one of the world’s most densely populated cities, we hear it ALL the time.

But as neighbours, most of us stay silent. To illustrate the reality that violence surrounds us (and to urge people to report suspected cases), the campaign recreated the iconic 'Dolby Atmos 7.1 Surround Sound Demo' typically played in cinemas worldwide.

However, in a bold move, every sound element in the demo is replaced with hard-hitting sounds of real violence.

As part of its mission to help every child breathe better, Otrivin Nasal Health decided to turn air pollution in low-income schools into something positive: Pollution Pencils!

Made with toxic particles harvested from purifiers installed in schools, child-safe Pollution Pencils were made as part of the pilot project. Students received these child-safe pencils in unique packaging that represented their schools as a happier and more hopeful place, while also teaching them about the impact of air pollution.

Indonesia is consistently hot and humid year-round, which creates the perfect breeding ground for flies. Flies can transmit at least 65 diseases to humans such as the deadly typhoid, cholera, diarrhoea, and more.

Most school canteens are open-air, leaving our children highly vulnerable to flies. Unfortunately, poor mealtime hygiene puts children at risk of contracting these diseases. Dulux, a household brand closely connected to the community in Indonesia, aimed to make a change by providing a healthier dining environment for students.

SEKIMILK is a regional milk producer in Gifu Prefecture in central Japan. It produces fresh, wholesome milk for a variety of kinds of stores in the area, as well as schools. In elementary schools, where milk plays an important role in providing for the children's everyday nutrition, the schools and SEKIMILK were noticing that a large percentage of the kids weren't finishing their daily bottles. So, the school system in the area, concerned about the kids' daily nutrition intake, asked SEKIMILK what they could do to have them finish their milk. The budget was minimal, and the coverage would be across the Prefecture affecting some 40 schools.

In South Korea, which has the world's lowest birth rate, interactions with children have decreased, contributing to the perception of children as nuisances. This has led to a nationwide phenomenon of “No Kids Zones,” with many restaurants and cafes banning children’s entry. As of 2021, more than 400 restaurants in Korea had voluntarily designated themselves as No Kids Zones, and an escalating number of online reviews expressed support for such child-free environments. So, McDonald’s aimed to launch a campaign to lead a broader societal transformation in the perception of children.

Women in Pakistan are overwhelmingly deprived of their basic right to education. The Global Gender Gap Report placed the country at 145th rank out of 156. UN Women has stated that 53.6% of women had limited access to education, training, and employment in Pakistan. However, NGOs and companies like EMB have been working tirelessly to promote women’s education. The campaigns wanted to demonstrate how empowering girls with education can brighten their future, while also inspiring more parents to send their girls to school.