Silence is Golden
Dentsu’s ‘Moment Against Silence’ campaign for Movember has won two awards at the APAC Festival of Media.
The Awards were held last week and hosted from Singapore as a virtual event. Dentsu won gold for the ‘Impact Award’ which celebrates campaigns that make a positive impact on culture and societal issues. The agency also secured a silver award for best partnership – celebrating its collaboration with NZ Rugby to bring the idea to life at The All Blacks game, held in September last year.
The campaign reframed the common practice seen at rugby stadiums of ‘a moments silence’ prior to kick-off, into ‘a moment against silence’. Dentsu leveraged a partnership between Movember and NZ Rugby to capture a national audience of rugby fans and highlight the state of suicide amongst Kiwi men. It called on men to talk about their feelings – a behaviour Movember promotes amongst males, to positively impact their mental health.
“The awards from APAC Festival of Media are a wonderful way to celebrate all the hard work that went in to this campaign. The team at Dentsu did a fantastic job and we’re all so pleased with the results,” says Ryan Jordan, Strategy Director of Dentsu.
“I’m thrilled with the news and pleased for everyone involved. The campaign was a huge success for Movember NZ and to receive international recognition from these awards is brilliant,” says Rob Dunne, New Zealand Country Manager of Movember.