IVCA Clarion Award Winners 2006

List of 2006 Winners

Strategic Communications

Winner: Kraft Foods
For: Kraft Foods - Partnership with Rainforest Alliance and UK Launch of Kenco Sustainable Development
This communication strategy informs consumers about the ethical credentials of the product, which aims to bring sustainably farmed coffee into the mainstream. It challenges consumers to compare the product with regular brands and as such is a positive step towards making mainstream commodity markets sustainable.

Winner: dbda
For: The Children’s Traffic Club
Produced by: dbda
Around 5000 children are killed or seriously injured on the roads every year. The Children’s Traffic Club is aimed at pre-school children and provides an excellent structured programme for parents to engage 3 to 5 year olds by teaching them to stay safe when they are out walking, playing or travelling in cars and buses. All children are invited to join around their third birthday, but the campaign also involves the participation of key partners such as health visitors, nurseries and all early years establishments. The campaign has significantly reduced accidents among members and has made children, and parents/carers, more aware about the dangers facing them when they travel or play near roads.

Winner: Edelman
For: Get Safe Online Campaign
The range of online crimes is growing and the rate at which new threats are emerging makes it difficult for Internet users to know how to protect themselves properly. This campaign is a well integrated programme of activity centred around the development of Get Safe Online’s new website. By giving clear advice it educates Internet users about online threats and how they can gain protection from them. The national media campaign reached an extremely wide range of people and has created significant behavioural change in how many people use the Internet.

Advertising, Promotion and Campaigns

Winner: Honda Diesel ‘Grrr’
Produced by: Wieden and Kennedy, London
For: Honda (UK)
This highly creative and innovative campaign explains Honda’s commitment to sustainability and environmental protection. The idea to use elements such as Garrison Keilor singing ‘Hate Something Change Something’ is witty and inspired.

Winner: The Launch of PAS 78 ‘How to enhance your e-Business’
Produced by: British Standards Institution
The award is given for the campaign to promote higher levels of web accessibility and the communications surrounding its launch. These were aimed at increasing understanding of the new guidelines by those responsible for commissioning or maintaining public-facing websites.

Winner: Green Design
Produced by: Coast Productions
For: Toyota
The campaign is designed to explain Toyota’s environmentally focused automotive brand and employs examples of clean, efficient designs and technologies that harness the power of nature. Each mini documentary features a bold vision for a green future, showing that design and technology can improve our lives whilst reducing environmental impact.

Communication Products: Video

Public Sector Communications:

Winner: Mental Health in Prisons

Produced by: Hawkshead
For: The NHSU
This engaging and highly effective series of vignettes is designed to help prison officers identify prisoners developing or experiencing mental health problems, and to demonstrate how to respond appropriately to their needs. The sequences are highly charged and deeply challenging and the project as a whole shows the Prison Service’s commitment to such issues.

Business Communications:

Winner: Sue’s Shoes

Produced by: The Edge Picture Company
For: Barclays Bank Plc
This creative and moving film is made as part of Barclays Reasonable Adjustment Scheme. This project provides support, funding, and practical help to colleagues with disabilities to remain in work or get back to work and fulfil their true potential. The video was designed to raise awareness of the scheme and to change entrenched attitudes towards disability. Its key audience are the 100,000 plus Barclays employees and is a practical example of the commitment of CEO John Varley to social inclusion in the workplace.

Charity Communications:

Winner: The Willow Foundation ‘Special Days’

Produced by: CTN Communications
For: The Willow Foundation
This moving and dignified video explains the work of The Willow Foundation, a charity created by former Arsenal goalkeeper Bob Wilson and his wife Meg in memory of their daughter Anna who died of Cancer. It explains how Willow helps improve the quality of life for seriously ill young adults and treats the issue with a candour, frankness and dignity, totally removed from sentimentality. As such it is exemplary and highly successful in its treatment of a complex subject.

Communication Products: Interactive Media

Winner: BT Better Business Game
Produced by: Futerra Sustainability Communications with design by SAS
For: BT
This game cleverly brings the concepts of Corporate Social Responsibility to life. Its interactivity effectively leads the player through a series of dilemmas, which focus on a number of socially responsible issues using a series of multiple choice questions. It gives the player a real sense of managing the various stakeholders involved in any company, and preserving a healthy bottom line whilst still maintaining credible CSR.

Winner: New Generation Initiative - Our Town
Produced by: Nationwide Television
For: Nationwide
This project used simple but effective interactive features to explain the complexity of a 3-5 year charity funding initiative. Through the use of a Virtual Town, the CD showed how the New Generation Initiative might have improved the lives of the parents and families living in this virtual space. The navigation was clear, often light hearted and always user-friendly and delivered the key messages succinctly to the diverse audience.

Winner: Prelude CD-ROM
Produced by: World Wide Pictures
For: European Environment Agency
This CD-ROM presents a vast amount of complex data that the EEA wanted to communicate to its stakeholders in a vibrant and accessible manner. The interactivity is effective and user-friendly and the project maps out possibilities of how Europe could look in the future, using narratives of high visual impact, animation and effective teasers, to illustrate each scenario.

Communication Products: Websites

Winner: BBC World Class, www.bbc.co.uk/worldclass

Produced by: BBC Radio & Music Factual
For: BBC World Class
This site helped UK schools to partner with others around the world and allowed teachers and pupils to share their stories and experiences. It features fascinating interviews and an incredible amount of other information. The website helped facilitate schools with shared interests to ‘twin-up’ and exchange stories and information online and it succeeded in promoting a greater understanding of both global issues and the real lives of children from around the world.

Winner: The Body Shop: Online Values Report, http://valuesreport.thebodyshop.net

Produced by: CTN Communications
For: The Body Shop
The Body Shop were pioneers in environmental and social reporting and this site builds on that heritage by providing a highly accessible, dynamic reflection of the company’s new brand. It has innovative functionality and intelligently designed interactive features which bring the values report to life in a stimulating format.

Winner: Equality South West, www.equalitysouthwest.org.uk
Produced by: Nomensa
For: Equality South West
This site demonstrates innovative use of content which engages its audience and stimulates greater support for the network. The functionality was effective and it encouraged people to discuss issues of equality and diversity, while building networks to promote social inclusion. The site has also generated a massive surge in user numbers, enabling the organisation to reach a wider information-hungry audience.

Communication Products: Printed Materials

Winner: Living Our Values
For: Guardian Newspapers Limited
Living Our Values is a broad investigation into all aspects of Guardian Newspapers from a social, ethical and environmental perspective. The document is highly objective and provides thorough case studies illustrating the ethical dilemmas associated with news coverage and internal issues in the organisation. The report also illustrates issues where the newspaper has improved their standards and rectified mistakes in the previous year. Social, ethical and environmental issues are put at the forefront creating debate within and outside of the organisation. It is a great benchmark for other media providers in how to become more sensitive to corporate social responsibility.

Winner: Principles in Practice - Key Highlights From Serco’s Corporate Responsibility Report ‘05
Produced by: Wardour Publishing & Design
For: Serco Group Plc
Serco communicated its commitment to corporate responsibility through its original, innovative and highly creative poster design. This summarises Serco’s CSR report and mixes stories and photographs from the businesses drawn from all over the world. It succeeds in immediately engaging both internal and external audiences in a way which stands out from other reports.

Winner: Unseen UK: a book of photographs by the people at Royal Mail
Produced by: Royal Mail
For: Royal Mail
Unseen UK was created to enable Royal Mail people to support and raise money for the charity Help the Hospices. The result is an inspiring and interesting ‘snapshot’ of the UK seen through the eyes of postmen and women. As these people are uniquely placed in the community it encouraged employees to become more involved locally and to build relationships with their customers. This commitment is clearly presented and the outcome is a moving document which is also relevant to Royal Mail customers.

Communication Products: Live Events

Winner: Rolls-Royce Science Prize
Produced by: CTN Communications
For: Rolls-Royce
The Rolls-Royce Science Prize exists to promote teamwork in education by inspiring the next generation of scientists through innovative and excellent science teaching. The Clarion Award is presented to Rolls-Royce for its vision in developing the Science Prize and for CTN for the excellence of its accompanying communication materials.

Winner: Lifetime Lab
Produced by: Imagination Ltd
For: Cork City Council
This unique and visionary exhibition brings to life the proposition of sustainable living and lifestyles. Using water as their inspiration, Imagination created an engaging and interactive experience that was suitable for all visitors but with particular appeal to primary school children.

Winner: Barclays Chairman’s Awards 2006
Produced by: Jacaranda
For: Barclays Bank
The award is presented for Barclays’ vision in developing the Unsung Heroes Award scheme and for the excellence of its accompanying communication materials produced by Jacaranda. This is a series of films that tell emotional and compelling stories which demonstrate the benefit
brought by the winning nominees to their local communities.

IVCA Climate Change Award

Winner: Climate Challenge
Produced by: COI
For: DEFRA
This brief Climate Challenge film was intended to form the backdrop for a ministerial launch and is now used as a Public Information Film, broadcast in donated airtime on television and on out-of-home screens. It is original, creative and effective and has also proved highly popular on the Internet.

Winner: Nelson's Column Restoration Project
Production: Project commissioned by the Mayor of London, sponsored by Zurich, with creative work produced by Publicis Dialog
The award is given for the inspiration behind the creative partnership of the GLA and the financial services company Zurich, which resulted in the highly original depiction of Nelson’s Column in the midst of a windstorm, surrounded by air pollution and submerged as a result of climate change. These are striking and memorable images which have significant and effective impact on a wide audience in the heart of London.

Winner: The Big Ask Campaign
Produced by: Friends of the Earth
The Big Ask Campaign seeks to engage a large but silent constituency in the climate change debate: those who are worried about the environment but who don’t currently take action on environmental issues - ‘Eco Worriers’ rather than ‘Eco Warriors’. The relevant and inspiring campaign used cinema advertising, action postcards, viral advertising, beer mats and bookmarks as well as a dedicated website (www.thebigask.com) to outstanding effect.

International Trade Award

Winner: Nutrilite - Perfect Balance
Produced by: LIVE Communication Ltd
For: Amway
This highly creative and impressively produced film, designed for the immersive audio visual experience at the Nutrilite Health Institute in the USA, provides a detailed and visually stunning insight into the work of a world leading brand in the research and production of vitamins, minerals and dietary supplements. It explains the company's organic farming philosophy, and communicates their commitment to sustainable development with flair, panache and vision.

Television

Winner: It’s Not Easy Being Green
Produced by: D&CF Bristol
For: BBC Two
This entertaining series tackled an increasingly real issue that will effect us all. Its theme was trying to live a 21st century lifestyle, whilst producing little or no waste and lowering dependence upon fossil fuels. By following a genuine family, the series was stimulating and inspiring while simultaneously providing practical steps for anyone trying to be more environmentally friendly.

Winner: Talking Scotland
Produced by: STV
For: STV
These short programmes succinctly raised a range of thought-provoking social diversity issues. Each film dealt with a topic of clear relevance to individuals within Scotland’s increasingly complex and diverse society, in a way which was comprehensible to the population as a whole. By using real-life characters each story became engaging and promoted greater understanding and ultimately social inclusion.

Special Award for Outstanding Achievement

Winner: RTÉ Beckett 100
Produced by: RTÉ
This outstanding collaborative project demonstrated RTÉ’s ongoing commitment to cultural excellence. Its celebration of the centenary of Samuel Beckett’s birth involved the broadcasting of: recent productions of 19 of his plays; newly commissioned documentaries; recordings of the major prose works; the subsequent dissemination of this material on DVD and CD, support for a major conference, and the production of a website featuring free downloads of all the television and radio content featured across the week. RTÉ Radio also broadcast Beckett’s radio plays coupled with lectures and discussions of his work, while RTÉ Two devoted a whole evening of prime time Saturday night viewing to Beckett. Such a project should inspire other producers as to the true potential of broadcast media.

Radio

Best Drama

Winner: Last Loves
Written by: Rony Robinson
For: BBC Radio Drama
Throughout Europe the population is aging, yet surprisingly, there are very few examples of programmes across the media that accurately portray the struggles and real lives of older people. This drama is remarkably poignant, revealing, and honest about growing old. Cleverly avoiding any stereotypes, it presents a believable and engaging story that both informs and entertains the audience.

Best Documentary or Factual Programme

Winner: Investigation - Nuclear Power
Produced by: Triple Echo
For: BBC Radio Scotland
Nuclear Power is an emotive subject. Within the next decade there will be a nationwide debate about renewable energy, global warming, and the decision to build, or not to build, new nuclear power stations. This programme presents all sides of the debate, visiting sites in the UK and Europe, and covering a range of related topics effectively. The emphasis is firmly on providing information which will empower the listener to make their own judgements.

Outstanding Contribution to Radio

Winner: Woman’s Hour, BBC Radio 4
For nearly 60 years Woman’s Hour has made a significant contribution to social inclusion throughout the country by tackling a range of issues which all too often have been marginalised or misrepresented. By assertively presenting its listeners with a combination of facts, debates and revelations, this ground-breaking series has brought these subjects into the mainstream, providing a true sense of community for women from all walks of life and raising the consciousness of many of its male listeners too.

Feature Films

Winner: United 93
In United 93, Paul Greengrass has shown creative brilliance in directing an unsentimental and responsible film about the terrible events of September 11th. The film demonstrates with extraordinary sensitivity, how the human spirit can deal with the most appalling challenges. A true humanity informs all aspects of this production, which makes it clear that it is possible for the media to deal with the most complex and sensitive of issues, provided both professional standards and personal integrity are maintained.

Winner: An Inconvenient Truth
An Inconvenient Truth, the film documenting Al Gore’s campaign to spread awareness about the threat of global warming, presents a passionate and inspirational look at the fact and fiction surrounding climate change and inspires actions to prevent it. It has made a major contribution both to the communication of the threat of climate change and to making clear how, as individual citizens, we can play a part in addressing this potential global catastrophe.

Performing Arts

Winner: National Theatre Connections
Established 13 years ago in response to the demand for challenging new plays for young people to perform, Connections commissions at least 10 new plays every year, written by some of the most creative talent in world theatre. The plays are then brought to life through hundreds of productions, created by thousands of young actors, technicians, designers and directors. The Clarion award is given for the creativity, inclusivity and aspirational nature of the project.

Winner: Heart ‘n Soul
Heart 'n Soul is a large group of artists with learning disabilities. It uses art to touch and change people's lives. Their way of working is unique and built on three things: quality, integrity and diversity. This well conceived and important project has ensured that its art is owned by the people who make it and because of this Heart 'n Soul is quite frankly inspirational.

Winner: Southwark Fair
Directed By: Nicholas Hytner
Written By: Samuel Adamson
Produced By: National Theatre
This outstanding play by a young playwright, deals with a range of important issues with skill, sophistication and total responsibility. It is often comic, sometimes moving but always enthralling in its depiction of the complexity of London life. Southwark Fair is an inclusive and fundamentally life affirming comedy of manners.

IVCA Champion Awards

Gary Withers, Chairman & Managing Director, Imagination

After leaving St Martin’s School of Art Gary Withers set up his own company Saffron Design Associates, which became the world famous Imagination in 1978. He now works with a young and enthusiastic creative team of over 400 based in offices across the globe. Shows and events continue to be a large part of Imagination’s business, but Gary has also seen the company expand its activities to include, providing inspirational design and corporate communication projects for some of the world’s global brands. Social responsibility has also been very high on the company’s agenda and in the last few years we have seen Imagination produce many socially impressive projects.

Julia Cleverdon, Chief Executive, Business in the Community

Julia Cleverdon’s integrity is only equalled by her achievement and modesty. The Champion Award is both for her personal commitment to a range of important social issues and for her outstanding leadership of Business in the Community - the movement of 700 companies across the UK committed to continually improving their positive impact on society. As part of her work she led Seeing is Believing - the initiative launched in conjunction with The Prince of Wales - to help business leaders see the role business can play in tackling social problems. To date more than 1,400 business leaders have taken part. Julia also played a major role as previous Director of The Industrial Society’s Education and Inner City Division. She is also Director of In Kind Direct, the Charity that acts as a clearing house for surplus goods from the corporate sector that are channelled to good causes in the voluntary sector. As recipient of the Champion Award we wish to acknowledge her achievement, her commitment and the modest dignity with which she has conducted her work.

Vernon Ellis, International Chairman, Accenture

The Award is presented for Vernon Ellis’s personal commitment and work at Accenture in fostering a range of initiatives - that are inclusive, challenging and profoundly sensitive to the richness, range and diversity of our society. His work in general, the company’s activity programmes, their website, their moving and effective 10 Digital Stories, their sponsorship of Southwark Fair, as well as Ellis’s role as Chair of the Prince of Wales International Business Leaders Forum are just some of the many reasons for his recognition as an IVCA Champion. Such activity should inspire other companies to do the same and demonstrate what can be achieved. Central to the Awards was also how Accenture communicated its commitment in ways which are directional, accessible and designed to extend the reach and impact of its work.