Silver
Winner: Alexandra McKie
Agency: Saatchi and Saatchi Advertising
Creative Director: Richard Myers
Art Directors: various
Copywriters: various
Client: NSPCC
Product: NSPCC
The NSPCC had developed a strategy for the 90s which meant a shift in
the balance of its work towards prevention and repair.
A three-year campaign was launched to change attitudes and,
specifically, to encourage adults to think about their behaviour. People
tend to focus on the physical impact of abuse, but the emotional effects
can be equally destructive.
The agency team also wanted to challenge the conventions of charity
advertising. Most ads ask the consumer as a ‘good person’ to give money
to repair damage created by ‘bad people’. In this case, the agency
decided to ask everyone to consider their own behaviour. Because of
this, the language and the tone of voice of the advertising was vital -
it was crucial to find a way of uniting everyone.
The solution was to encourage us to think how we felt as children. The
advertising tells the child’s story and explains how the NSPCC helped to
resolve the damage the child felt.
Bronze
Winner: Anne Wicks
Agency: D’Arcy Masius Benton and Bowles
Creative Director: Jeremy Pemberton
Art Director: Tony Riggs
Copywriter: Roger Holdsworth
Client: Department of Transport
Product: Anti-drink drive
The campaign was targeted at male drivers aged 18-24 who still drive
when over the legal limit. On the whole, these men applaud anti-drink
drive campaigns for trying to ‘keep drunken bastards off the road’, but
insist that they don’t fall into this category.
The resulting campaign focused on a commercial in which a young driver
cripples his friend. It became clear that the advertising had to modify
the message from ‘drinking and driving wrecks lives’ to ‘drinking and
driving could wreck your life’.
Commendation
Winner: Bridget Angear
Agency: J. Walter Thompson
Creative Director: Jaspar Shelbourne
Art Director: Paul White
Copywriter: Trevor de Silva
Client and Product: Cancer Relief/Macmillan Nurses
Commendation
Winner: Ali Bucknall
Agency: D’Arcy Masius Benton and Bowles
Creative Director: Jeremy Pemberton
Art Director: Kevin Bratley
Copywriter: John Townshend
Client and Product: Cancer Research
