Back in 2017 a campaign from the beer brand DB Export did more than win hearts and golds at revered awards programmes like Festival of Media’s APAC and Global and Cannes Lions, it ignited an idea, which for the past five years has tried to encourage the global media industry to do more to be a force for good.
For those wanting to know the campaign – which I am hoping is most of you, as you have reached this paragraph – it was created to make DB Export the number one beer brand in New Zealand while simultaneously help save the country’s beaches from being decimated by builders taking the sand to develop new dwellings. It managed to achieve both objectives by installing glass recycling machines at beach bars across the country and rightly so impressed the judges for its marketing strategy, but also for having a positive social impact.
This one campaign – although not the very first – seemed to inspire more work from the industry that marketed a product or service, but seamlessly implemented a strategy that set out to have a positive impact on the world.
This movement – towards more purposeful media campaigns – saw brands changing their marketing and media strategies to align with a consumer base that demanded they do more to help make the world a better place. Since 2017 there has been a multitude of campaigns like this, which have had a huge impact and have rightly been awarded.
This in itself brought a number of challenges to the juries who were seeing lots of cause related work and in some jury rooms it was becoming more obvious jurors, when faced with a decision over who should take a gold trophy in a category like Best Communications Strategy, were opting for the campaign which had the biggest social impact as opposed to the one having the best comms strategy, which of course is not fair.
Alongside the amount of work in the purpose/cause space it was clear there was an appetite for an awards programmes to do three things such as showcase how the media industry can be a force for good, encourage more of the industry to do more in this space and finally to highlight best practice in this by celebrating the work being produced. This led to the creation of the Festival of Media Cause Campaign Awards in 2021 and a number of campaigns being awarded around the world, which have had a positive impact on society. Interestingly in this time not one gold trophy winning piece of work has come from the UK, which is something of a surprise as the country and the industry – although by far not the best – has been getting better when it comes to being more inclusive, sustainable and having a positive social impact.
This issue has not been without its ups and down – and this is more of a life issue – there were some questionable antics from organisations who wanted to ride the wave and take shortcuts and when consumers and the industry looked more closely they realised it was all smoke and mirrors and just an attempt to falsely grow audiences and sales. The impact of this meant brands and agencies became far more nervous, or wary about adding an element of cause or purpose into their campaigns.
Most recently the rollback of DSEI polices from the Trump Administration has added to this concern and suddenly the media industry has had its purpose and cause wings clipped and there is more wariness about involved itself in work that helps.
However, campaigns that embrace inclusiveness, provide a positive impact and show media as a force for good are still a plus point for consumers around the world and do help brands reach new audiences and achieve greater resonation. It doesn’t matter how big or small the impact, as long as the work is having a positive impact on society.
There is still a long way to go, but the media industry has to continue the momentum it has started and continue to be force for good where and when it can.
There is still time to enter this year’s Festival of Media Cause Campaign Awards and help keep the momentum rolling.
