MullenLowe Group Awarded PR Grand Prix at the Spikes Asia Festival 2016

Global creative network, MullenLowe Group was awarded the Grand Prix in the PR category for Unilever’s Lifebuoy campaign ‘Chamki – The Girl From The Future’, at this year’s Spikes Asia Festival held from September 19 – 22nd in Singapore. Collectively, the MullenLowe Group network took home 12 awards: 1 Grand Prix award, 7 Silver awards, and 4 Bronze awards for Unilever client brands Lifebuoy, Clear, and Breeze, as well as for clients 7-Eleven, China Telecom, and PETA. MullenLowe Group is also parent company Interpublic Group’s (IPG) top performing network in terms of awards won this year.

‘Chamki – The Girl From The Future’, is a global collaboration from agencies MullenLowe Lintas Group (India), MullenLowe Singapore, and MullenLowe SSP3 (Colombia). The campaign includes the delivery of a powerful piece of content that is part of the ongoing #HelpAChildReach5 effort, transforming long standing cultural habits to promote handwashing with soap in the most rural parts of India in order to save lives. Every 20 seconds a child under 5 years dies due to preventable diseases like diarrhea and pneumonia, and 44% of these deaths occur during the first 28 days of a child’s life. Armed with this statistic, the multi-market team brought Chamki, the girl from the future, to life, to explain the importance of handwashing as a crucial step in disease prevention and death in the early stages of a child’s life.

Chamki’s message won the hearts of expecting and new mothers of all socioeconomic backgrounds to evangelize the cause. This life saving message was taken via a traveling cinema in media dark, rural India, to hundreds of remote villages where expecting mothers could experience the message. ‘Chamki – The Girl From The Future’ generated:

• Cumulative view time of 56 years over just 64 days on YouTube
• 86% uplift in organic search on Google
• Reach of 100 million people through PR alone
• Acknowledged by David Aaker as the world’s best branded social program ever
• United Nations has now included indicators on use of handwashing facilities in schools in their Sustainable Development Goals (SDGs)
• A grant from the Children’s Investment Fund Foundation (CIFF) has been awarded to help promote handwashing in Bihar India
• Lifebuoy is now partnering with CIFF to bring handwashing education to 45 million people

MullenLowe Lintas Group (India), MullenLowe Singapore, and MullenLowe SSP3 (Colombia) were awarded:

• Grand Prix award for ‘Chamki – The Girl From The Future’ in the PR category
• Silver award for ‘Chamki – The Girl From The Future’ in the Healthcare category

MullenLowe Singapore was awarded:

• Silver award for Breeze ‘Wool’ in the Print & Outdoor category
• Silver award for Clear ‘The Comb Over, Man Bun’ in the Radio category
• Bronze award for Clear ‘The Comb Over, Man Bun’ in the Radio category
• Bronze award for Huntsman Condoms – PETA Pranks Hunters in the Media category
• Bronze award for Breeze ‘Wool’ and ‘Linen’ in the Print & Publishing category

MullenLowe China was awarded:

• Silver award for China Telecom ‘Healthy Wi-Fi’ in the Healthcare category
• Bronze award for China Telecom ‘Healthy Wi-Fi’ in the Healthcare category

MullenLowe Vietnam was awarded:

• 2 Silver awards for Clear ‘Prostate Check’ in the Outdoor category

MullenLowe Philippines was awarded:

• Silver award for Gulp Drinks ‘Guliphan 7-Eleven’ in the PR category

Jose Miguel Sokoloff, President of MullenLowe Group Global Creative Council, comments: “We’re extraordinarily proud and honored to have been able to create and deliver such successful work for our diverse client base. Seeing our network’s cumulative efforts result in recognition by the Spikes Asia Festival is a truly wonderful accomplishment.” 

MullenLowe Group applauds all of the winners, and thanks The Spikes Asia Festival for honoring the winning ideas. The winning work can be viewed here.