The collaborative efforts of Hill+Knowlton Strategies and Bisqit in Norway and the Norwegian Agency for Development Cooperation (Norad) earned recognition as the Platinum SABRE Best in Show at the Global SABRE Awards program last night in Miami for their project, “Born Again.”
In addition, our team in Australia and its Cancer Council client were recognized as runner up for the same award for their work developing the “I Touch Myself” project, an integrated campaign produced in collaboration with JWT to promote the early detection of breast cancer.
“We could not be more proud of our teams for what they achieved through their work on these powerful campaigns,” said Jack Martin, Hill+Knowlton Strategies global chairman and CEO. “The Norad and Cancer Council campaigns are excellent examples of the impact communications can have when communicators truly engage the public through integrated channels and technologies, and meaningful stories.”
Leading to this winning campaign, Norad wanted to find a way to encourage the public, particularly young people, to take a greater interest in Norway’s commitment to development aid — an issue many perceived as both very technical and distant from their daily lives. Gambit Hill+Knowlton Strategies and Bisqit in Oslo took an inventive and unconventional approach to tackling the issue, deciding that the best tactic was to help the public see what their lives could have been had they been born in a developing country.
The firm developed an integrated communications strategy, emphasizing digital content and focused primarily on the under-30s segment. The entire strategy was woven around what was called the “Born Again” simulator. The digital simulator let individuals see what their life could have been, if born in a developing country, through a timeline modeled on their Facebook timeline.
“The ‘Born Again’ campaign clearly shows what can be achieved by combining insight and strategy with creative storytelling through digital channels,” said Lars Erik Grønntun, chairman and CEO of Hill+Knowlton Strategies EMEA. “Enabling everyone to tell their own story after being ‘re-born,’ is what made the campaign unique, relevant and effective. It also illustrates what kind of campaign cuts through in our industry today.”
In early 2014, the “I Touch Myself” project was launched as a tribute to Chrissy Amphlett, an Australian singer. Regularly described as brazen and brilliant and recognized as one of Australia’s top ten singers of all time, Chrissy was diagnosed with breast cancer in 2010. She devoted her remaining three years of life to raising awareness about “the pink elephant in the room.” As part of her efforts, her song, “I Touch Myself.” became the anthem for breast cancer awareness and self-screenings. To continue Chrissy’s legacy, the Cancer Council, advertising agency JWT and H+K Strategies Australia developed and launched the “I Touch Myself” campaign.
Hill+Knowlton Strategies was commissioned to develop the national PR launch strategy to amplify engagement via the I Touch Myself website and social media channels. The efforts were focused around a video highlighting 10 of Australia’s top female vocalists – including Olivia Newton John, Megan Washington and Sarah Blasko. The strategic timing of the launch raised awareness and increased momentum leading up to I Touch Myself Day (the first anniversary of Chrissy’s passing).
In addition to the Norad and Cancer Council work, CNOOC and partner H+K Strategies Canada were recognized on the CNOOC purchase of Nexen. Out of an initial 5,000 submissions, the three campaigns were among the top 50 that were recognized with a Global SABRE Award at this year’s Global Public Relations Summit and Global SABRE Awards in Miami.
H+K Strategies Australia's SABRE for the I Touch Myself Campaign