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Advertising Week 10th Anniversary Official Guide

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The #ShareTheLoad ad campaign was so well-received that sales of Ariel jumped more than 76 percent. The brand earned more than $11 million worth of free media exposure and over 2.1 million Indian men pledged to "share the load." And it won one of the first D&AD Impact Awards, launched in 2016 to encourage businesses to create ads that have a positive impact on people and the planet while also helping their bottom line. According to Tim Lindsay, chief executive officer of D&AD, a U.K.-based nonprofit that promotes excellence in design and advertising, the Impact Awards recognize brands whose campaigns hit "the sweet spot where the commercial agenda and the sustainability agenda inter- sect and become one and the same thing," he says. With climate change, the growing divide between the haves and have-nots, human exploitation, injustice, and racism, those in the ad business can use their creativity and influence to take on societal ills—even as they promote consumerism. "Businesses have to step up to the plate," Lindsay says. It's true that companies have to make and sell products and answer to their board, but since more and more consumers want to buy products they can feel good about, businesses can be motivated by the concept of the triple bottom line—where their products or actions generate environmental, social, and financial benefits. "People are loyal to brands that have values they share," adds Paul Venables, founder of Venables Bell & Partners and one of the jurors for the 2017 Impact Awards in the Community category. "When they live what they believe, it's brand loy- alty nirvana." So how do you go about creating an impactful message for your brand? First, the campaign has to help the public good through the product it's selling, Lindsay says. Companies or nonprofits should aim to create a campaign that helps solve a problem that links to their brand in some way, such as a bottled water company teaching people about harmful nitrates in their water or a men's toiletries company rais- ing awareness about male suicide. In the latter example, U.K. men's brand Lynx partnered with the nonprofit CALM, which is de- voted to ending male suicide, the leading cause of death for men under 45 in the U.K. The cam- paign's goal was to get men talking about suicide by comparing it to all the inane things people talk about, like cat videos and man buns. The cam- paign reached more than 100 million people worldwide, triggered a 125 percent increase in traffic to the CALM website—and improved Lynx's image. W O O D P E N C I L Communication & Interaction Bigger Issues AG E N CY TMW Unlimited C L I E N T Lynx, Unilever / CALM XXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX XXXXXXXXXXXXXXXX CREATING AN IMPACTFUL CAMPAIGN XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX

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