Tuesday, Jul 02, 2013
Dubai: A corporate social responsibility campaign launched by Gulf News and executed by Ikon Advertising and Marketing has been handpicked as one of the best in the category by the World Economic Forum.
“A social bottomline is important for every brand today, and we’re happy that through ‘Creative For Good’, our work for Gulf News Child Safety will help spread the awareness to keep children safe at home,” said Shantesh Row, executive creative director at Ikon.
Last year, Gulf News launched the CSR Agency Challenge and invited advertising agencies to design ads for print, radio and web to highlight and create awareness about some of the most burning social issues of the day. This was a social awareness initiative designed to make people sit up and think.
Ikon created a press ad entitled ‘Barbie’ and a radio spot named ‘Humpty Dumpty’. These creatives were aimed at highlighting child safety issues and educating parents to provide a safer environment at home for their children.
The World Economic Forum, supported by the Ad Council, had unveiled the ‘Creative for Good’ online initiative dedicated to providing ideas and inspiration, as well as tools and resources to create new campaigns promoting social causes. At Cannes 2013, WEF recognised and commended campaigns that met this criteria.
“It is wonderful to be recognised at a global level,” said Mahesh Sundaresan, CEO of Ikon. “We as an agency have always believed that as communication professionals we are best placed to develop messages that will have a positive impact on society. The successful brands of the future will be the ‘humankind brands’.
“Apart from ‘profits’ the future belongs to brands that have ‘people’ and ‘planet’ at the core of their business model.”
Staff Report
Gulf News 2013. All rights reserved.
