Brand Purpose in Action

Plastic Free July's Humanizing of the Plastic Waste Reduction Conversation

The Plastic Free Foundation has worked to reduce global plastic pollution through its annual Plastic Free July campaign for over a decade. For its 2020 campaign — with COVID-19 spiking global plastic use — generating awareness of safe reduction efforts was relevant and necessary. The foundation knew it had a role to play in educating people and also set itself an ambitious goal for 2020: To reduce worldwide plastic waste by 1 billion kilograms.

Reckitt's hands-on approach to influencing better health and hygiene 

In India, 750 million people live without access to basic sanitation, with over 120,000 children under the age of five dying from diarrhea and respiratory infections annually. Enabling to help people lead healthier life for more than 200 years, global consumer health and hygiene company Reckitt knew they could create a positive impact on this widespread problem. Reckitt set out to instigate a behavioral change that would ultimately build healthier and happier communities. 

Microsoft Carbon Reduction

Microsoft’s carbon reduction moonshot

In January 2020, Microsoft was the first major corporation to set a bold goal to be carbon negative — moving beyond carbon neutral — by 2030, and by 2050 to remove all the carbon it has emitted into the atmosphere since its founding in 1975. Microsoft also created the Climate Innovation Fund, committing $1 billion to fund new innovations and climate solutions, including carbon removal. And, the company committed to a high level of transparency so others could learn from what worked and what didn’t.

How Avon Created a Safe Space for Women

For over 130 years, Avon has recognized, empowered and advanced women: providing innovative, quality beauty products primarily sold to women, through women. As the COVID-19 pandemic hit in 2020, forcing the world into lockdown, many women and girls faced an increased risk of domestic violence in India. Committed to help end violence against women and girls globally, this was a critical moment for Avon in India to introduce its promise through action.

Closing the Broadband Gap

Microsoft unveiled its Airband Initiative in 2017, a program designed to bring affordable broadband to 2 million Americans living in rural areas by 2022. More than 19 million people in these regions lack access to broadband, a vital service to drive agricultural, economic and educational growth. WE partnered with Microsoft to amplify this issue locally and nationally through demonstrative community stories and national media events. Interest surged and the results rolled in, yielding thousands of digital, print and broadcast media placements across local, regional and national outlets.

Hit Refresh: Satya Nadella, CEO of Microsoft

Being one of the most identifiable companies in the world is a tremendous achievement. But with recognition comes established perceptions – which serve as either a positive force or a detrimental influence. Perception is everything. For decades, Microsoft distinguished itself as an engine of innovation, but over time, the sentiment began to shift. 2014 marked a period of transition for the company, as Satya Nadella became the third-ever CEO. Times of change bring opportunity, and Microsoft reached for the chance to shift the narrative.

Breaking a Taboo on Safe Sex Practices in India

AIDS Healthcare Foundation (AHF) India launched India’s first ‘Free Condom Store’ to raise awareness about safe sex practices. India is home to the world’s third-largest population of HIV positive people, over 2.1 million, but condom social acceptance, use and availability remain too low to meet the need. For the launch, AHF engaged with politicians, government bodies and celebrities. #FreeCondomStore trended for nearly 4 hours on Twitter, and AHF earned more than 6 million impressions. The campaign reached 3 million people, including more than 350,000 who viewed the Free Condom Store video.

Advancing Medication Safety in the Opioid Epidemic

Tabula Rasa HealthCare launched a first-of-its-kind platform that is addressing the increasing number of drug overdoses in the United States. The platform analyzes drug-to-drug interactions to help clinicians prescribe the safest and most effective medications for patients. This technology has a wide range of lifesaving applications, including preventing unintended opioid overdoses and side effects. WE created a master narrative and orchestrated a proactive media relations plan that netted an in-depth feature story in Forbes, a 12-minute feature on NPR and wide recognition in the medical trades.

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