FCB Inferno Wins Care Awards Grand Prix
FCB Inferno has been awarded the Grand Prix at the EACA Care Awards Ceremony in recognition of Change Please, a coffee business staffed by the homeless to help the homeless, launched by the agency in partnership with The Big Issue.
The Care Awards was established by the European Association of Communications Agencies to celebrate the advertising industry’s contribution to society by awarding the most powerful and relevant social marketing campaigns to inspire the advertising industry around social responsibility and sustainable development.
Since the launch in November 2015 Change Please has served over 120,000 cups of coffee, expanded from one to six sites in London and taken 12 people off the streets. All profits are continuing to be reinvested into the scheme to expand throughout London and beyond.
On Monday 20th, FCB Inferno’s Chief Strategy Officer, Giles Hedger, will present Change Please to the Innovations Lions Jury at Cannes. The award honours innovative, brand-aligned ideas and business solutions. In a traditionally tech category Change Please is a strikingly analogue concept, merited for reinventing the approach to tackling homelessness and driving behaviour change.
A virtual loyalty card created for FCB Inferno Change Please is also being considered by Cannes juries. By tweeting a photo of their coffee cup and #ChangePleaseLoyalty customers receive a digital ‘stamp’, with three earning a free coffee. FCB Inferno identified existing tech to build this product including a social media listening application to detect tweets, a cloud-based image recognition system and image recognition. Each new card provides a quote from their barista about how Change Please has helped them back on their feet. This concept is a first for Twitter that not only rewards customers, but also generates free publicity for the enterprise.
Chris Baker, Head of Strategy at FCB Inferno, says “The Big Issue is committed to dismantling poverty on every single level. By joining forces to combine our specialisms, the effectiveness of this fundamentally simple idea is plain to see. In seven months 12 individuals no longer have to sleep on the streets thanks to Change Please, this is what is most rewarding”.
Care Awards press release says “FCB Inferno touched the jury with the campaign ‘Change Please’. This campaign brought a new approach to tackling homelessness; one that wasn’t just about raising awareness, but which gave them everything they needed to get off the streets and start a new life as street baristas with professional training, the London Living Wage, housing and social interaction."