Ogilvy & Mather Vietnam has won one of two first-ever prizes awarded to Asian agencies at the IPA Effectiveness Awards, a top UK marketing award.
The agency’s helmet campaign for the Asia Injury Prevention Foundation was named Best International Single Market – meaning best of all the non-UK, single-market efforts. It received a Silver. The other shortlisted Asian entry, by O&M Beijing for Motorola, received a bronze.
[on jump page, show print ads] Here is the IPA summary of the campaign: “In 2007, 97% of the 21 million Vietnamese motorcycle riders and passengers were not wearing helmets. Asia Injury Prevention Foundation’s creative strategy involved turning the excuses people give for not wearing helmets into life threats. Using bus advertising alongside TV, print and digital, the cam-paign raised over US$1 million, tripled the number of helmet wearers and influenced the government to advance nationwide helmet-wearing legislation by six months. This has saved approximately 38 lives per day and has ensured a 99% compliance rate with the new law.”Sponsor
The IPA is the trade body and professional institute for UK advertising, media and marketing communications agencies. To view the full list of winners, including creative work and case studies, visit www.ipaeffectivenessawards.co.uk.
