Ogilvy’s anti-violence anthem lifts Radio & Audio trophy

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The winner of the Radio & Audio Grand Prix for 2018 is a sobering campaign created by Ogilvy Cape Town for Carling Black Label as part of its Anti Women Abuse Initiative.

‘Soccer Song For Change’ involved women singing the South African national anthem before a big match between two leading South African clubs. Part way through, however, they changed the words to the song — imploring men not to beat their female partners if they returned home drunk and unhappy after the game.

The campaign was based around the insight that 40% of South African men have been violent towards their partners. And this figure rises after football matches, with alcohol cited as a major trigger. Radio & Audio Lions jury president Jo McCrostie, creative director, Global, UK, said the campaign — extended across other platforms under the slogan ‘no excuse’ — was “an amazing example of what you can do with music.”

McCrostie said her category was a tough one to judge because it was comparing radio with audio: “Once you get into audio, you’re looking at work in malls, the underground, stadia — it’s so mobile you can put it anywhere and have a big impact.” It was also complicated because of the quality of entries. “It was hard to agree on a Grand Prix because the work was so strong. We awarded more metal than ever before.”

Altogether, the jury awarded 13 Gold Lions to seven campaigns. McCann Birmingham in the UK, VML Kansas City, USA and TBWA\Hunt\Lascaris, South Africa each won a hat-trick of Golds for Dexcom G6 Glucose Monitoring, Wendy’s Community Management and Flight Centre Youth & Adventure respectively.

 

 
Harriet Palmer