In a stunning upset, independent marketing agency Ribbon Gang has been named the recipient of this year’s Best Pro Bono Campaign award at the Mumbrella CommsCon Awards, triumphing over industry titans such as Telstra and PwC. This significant accolade recognises the agency’s outstanding work on the “Ducktober” campaign, which was crafted in partnership with Waves of Wellness, a pioneering non-profit organisation.
Ribbon Gang, distinguished for its audacious commitment to “create the impossible”, joined hands with Waves of Wellness to steer the innovative “Ducktober” campaign. The initiative was a playful yet poignant drive aimed at raising awareness of mental health issues. The campaign challenged participants to “duck” underwater every day for the first 20 days of October, symbolising the 20% of individuals who grapple with mental illness.
The campaign was brought to life amidst the constraints of COVID lockdowns, making its success all the more remarkable. A captivating video promotion, coupled with a strategic PR news outreach effort, fuelled unprecedented engagement in the Newcastle and Hunter Valley region. The campaign recorded a surge in participation, with registrations in this area reaching an all-time high.
The crowning achievement of the campaign was a staggering 270% increase in donations for Waves of Wellness. These funds are instrumental in bolstering the organisation’s mission to utilise surf therapy as a means of encouraging candid discussions around mental health.
“Winning this award is a testament to the creativity and resilience of our team,” said a James Lloyd, Director of Ribbon Gang. “We are thrilled to have been able to support Waves of Wellness in such a meaningful way, particularly during these challenging times. This win highlights our dedication to crafting innovative campaigns that not only engage audiences but also drive tangible results.”
As Ribbon Gang celebrates this achievement, they continue to blaze trails in the marketing landscape, pushing boundaries and redefining what’s possible. This award is not just a milestone for Ribbon Gang, but a beacon of inspiration for independent agencies everywhere, proving that passion and creativity can rival the might of industry giants.
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