London International Awards
2022 Winners and Finalists
Bronze
Creativity In PR
Health Care Services
Entrant: | Ogilvy UK, London |
Brand: | Relate |
Title: | "The Hornicultural Society" |
Corporate Name of Client: | Relate |
Client Partner PR : | Rachael Coomber-Nolan |
PR Company: | Ogilvy UK, London |
Agency: | Ogilvy UK, London |
Chief Executive Creative Director : | Jules Chalkley |
Chief Creative Officer: | Andre Laurentino |
Creative Directors: | Nicola Wood/Andy Forrest |
Deputy ECD Of Design : | Luke Ridgway |
Senior Creative Editor : | Sara McAlpine |
Copywriters: | Nicola Wood/Andy Forrest |
Art Directors: | Nicola Wood/Andy Forrest |
Head of Offline Production: | Justin Cairns |
Senior TV Producer : | Kim Parrett |
Senior Producers: | Sue Streatfield/Heather Hart |
Agency Managing Partner: | Katharine Easteal |
Agency Account Directors: | Erica Wood/Jennie Halliday/Erica Cohen |
Illustrator: | Marta Zafra |
Art Buyers: | Jodi Woodhouse-Ward/Ross Walker |
Clear Channel Project Lead: | Jason Jarvis |
Written Brief:
We called them, The Hornicultural Society, a tongue-in-cheek organisation that’s just as informative as their other favourite gardening society, but it puts a whole new spin on how to keep their firm vegetables and bountiful bushes free from disease.
The condoms were sent out in tongue in cheek media packs and garnered huge media attention. It featured on national news channels. It was discussed on the hugely popular talk show Loose Women.
Even the nation’s favourite Doctor, Hilary Jones, talked at length about our condoms and the importance of the issue we had raised on GMTV breakfast show. We featured in over two hundred media outlets worldwide in the first five days, and generated half a billion in earned media, 1.6 billion impressions and, most importantly, 95% of single pensioners said they would now use condoms.