the missiontm Agency, Story UK, scooped two Golds at the prestigious DADI (The Drum Awards for the Digital Industries) Awards 2016, held in London last week.
Story UK’s strategic and creative work won Gold for Best Public Sector Campaign and Digital Media Strategy – both for the Scottish Government’s Organ Donation Scotland activity.
Story created a short but emotive online film about a mum of three who had been waiting for a kidney transplant for nearly five years. The film was voiced by the woman’s children and encouraged people to stop wasting precious time on pointless tasks – like peeling sprouts that won’t be eaten, or writing cards for people they never see. Instead, the video asked people to #Take2Minutes to join the NHSBT Organ Donor Register – because one day, they could save a life.
Facebook, Twitter and Instagram activity ran alongside the video ad, driving people to register. The #Take2Minutes campaign resulted in more than 4,200 new registrations to the organ donation register – a 337% year-on-year increase.
Charlie Cutler, Story UK’s Digital Director, said: “We’re absolutely delighted to have won two Golds for the Scottish Government’s Organ Donation Scotland activity. While previous campaigns had been led by TV advertising, the 2015/16 campaign was reliant on digital to get more people on the NHSBT Organ Donor Register. By combining strong strategic thinking, creative excellence and a beautifully simple ‘ask’, thousands of people took two minutes and made them count by signing up.”
The DADIs have been recognising and rewarding the very best in digital for the past 10 years and have become one of the biggest and most prestigious awards in the UK’s digital calendar. To celebrate the 10th anniversary, the DADIs went global, inviting international entrants for the first time, and placing Story UK and the Scottish Government in competition with brands including Public Health England, Google, Ford and Virgin Media. More than 600 of the digital industry elite attended this year’s ceremony at the Park Plaza, Westminster.
Storyis part of The Mission Marketing Group plc (the missiontm), the marketing communications and advertising Group including April Six, AprilSix Proof, bigdog, Bray Leino, Chapter, Mongoose, RLA, Robson Brown, Solaris, Speed, Splash and ThinkBDW.