ANA Announces 2023 Multicultural Excellence Award Winners
Dove and Edelman, in association with Ogilvy, Mindshare, and Collectively, won the Best in Show award in the 2023 ANA Multicultural Excellence Awards competition for the campaign 'Cost of Beauty.'
The campaign was created for the Dove Self-Esteem Project and includes a three-minute film that illustrates the impact toxic beauty content on social media can have on youth mental health. The film, which has been viewed more than 19 million times across TikTok, Facebook, Instagram, YouTube, and LinkedIn, was inspired by real stories of young people suffering from disorders related to social media viewing.
“Research from the Dove Self-Esteem Project shows social media has become one of the biggest threats to young people’s mental health today, with over eight in 10 youth mental health specialists saying social media is fuelling a mental health crisis among young people,” the company said in its entry form. “With this campaign, Dove wanted to elevate the impact of harmful beauty content on social media and take action to advance legislative change to make social media safer for young people.”
The primary audience for the campaign was parents and anyone who wants to act and make social media safer for the next generation. The Self-Esteem Project's mission is to reach 250 million young people with no-cost, academically validated self-esteem and body confidence boosting tools by 2023.
Now in their 23nd year, the awards recognise client-side marketers and their agency or media partners who produced multicultural and inclusive advertising campaigns between June 2022 and June 2023. The winners of this year’s competition, open to both ANA members and non-members, were announced last night during a dinner celebration at the annual ANA Multicultural Marketing and Diversity Conference in Las Vegas.
The awards raise awareness and exposure of industry leading creative multicultural and inclusive marketing featuring powerful cultural insights that enabled brands to effectively connect with diverse consumers.
Out of this year’s 48 winners, McDonald’s was the most awarded client-side marketer with seven wins while IW Group won the most among agencies with eight wins.
This year’s program featured winners in 16 categories: African American, Asian, Audio, Cross-Cultural Campaigns, Demonstrated Growth, Digital/Social/Mobile, Experiential Marketing, Hispanic, Holiday and Milestones, LGBTQ+, Marketing to the 55+ Consumer, People with Disabilities, Rising Multicultural Segments, Small Budget, Socially Responsible and Sports.
The competition included three rounds of judging:
- Main Round. More than 200 agency and client-side multicultural marketing leaders participated on the main round jury.
- Final Round. This jury reviewed the top five submissions in each category based on the scoring results coming out of the Main Round. This group established the awarding of Category Grand Prize Winner and the Category Winners in each category.
- Best In Show Jury. This client-side marketer jury reviewed only the competition’s top scoring submissions to determine this year’s Best in Show winner.
The complete list of winners in the 2023 ANA Multicultural Excellence Awards competition, including category winners, can be accessed here.
