We’ve refined our cause-related categories to create a more nuanced offering for entrants.
What kind of work can we expect to see?
Over the past few years “purpose” has experienced something of a vogue, but cause-related advertising has always been a major part of our industry. Agencies use their sharp communication skills to draw attention to vital issues, support charity organisations, and help shape a better society. The resulting work is often stunning – and moving.
At the Epica Awards our Public Interest categories are traditionally among the most crowded. So this year we had another look at them, with the aim of refining them further. As a result we added three new categories: Social Advocacy; Mental Health & Well-Being; and Humanitarian Aid.
SOCIAL ADVOCACY
What kind of work are we looking for? In a nutshell the category covers subjects like homelessness, children’s rights, race relations and cruelty to animals. It emphasises social justice and gives vulnerable populations a voice.
One example might be this typically well-made film from the French agency Marcel, for the anti-racism organisation LICRA, and tackling a rise in antisemitism.
LICRA - "Let’s find our brotherhood" by Marcel Paris
A high level of craft informs this amazing film for UK animal charity the RSPCA, which literally gives animals a voice.
RSPCA - "For Every Kind" by AMV BBDO
On a different subject, here’s a campaign from The Leith Agency in the UK, about the plight of the homeless.
Mustard Tree - "The Homeless Listings" by The Leith Agency
MENTAL HEALTH & WELL-BEING
So what are we talking about here? As you might expect: mental health awareness, well-being campaigns, and support for those afflicted by stress.
This heartbreaking film from adam&eveDDB in the UK depicts the mental anguish experienced by front line medical workers.
Frontline19 - "Sicker Than The Patients" by adam&eveDDB
Here’s a piece from AlmapBBDO in Brazil, for LG, which both draws attention to and suggests help for the effects of menopause.
LG - "Menopause Mode" by AlmapBBDO
“Microaggressions” are like “death by a thousand cuts” says a victim in the following piece, by Ogilvy Health UK.
NABS - "Throwaway Comments: Lifelong Hurt" by Ogilvy Health UK
Who cares for “the carers”? Belgian agency Famous Grey answers the question in this quirky cinema spot for a health insurance brand.
Helan - "Helan" by FamousGrey
HUMANITARIAN AID
This category is unfortunately all too relevant, as is focuses on war, conflict zones and disaster relief.
Our first example of a standout campaign in this area is from Amnesty International in Italy.
Amnesty International Italia - "The Humanity Check"
These categories are always difficult to watch, and there are alarming recollections in this recent piece for the European elections, by frequent Epica winner &Co in Denmark.
European Elections - "Pass it on" by &Co.
Finally, Mastercard and McCann Poland follow up their Epica Digital Grand Prix winner, “Where To Settle”, with a new digital campaign helping Polish and Ukrainian entrepreneurs work together.
MasterCard - "Room For Everyone" by McCann Poland
These are just a handful of potential prize-winners. If previous years are anything to go by, our jury are going to see a whole lot more. You can find all categories of this year's Epica Awards here.