WARC Awards for Effectiveness: Brand Purpose

The Effectiveness Show 2023

Watch episode two – the Gold and Grand Prix winner announcements here now

Or go back to episode one for the Bronze and Silver winners

Grand Prix

Four women of colour

See My Skin

Edelman, New York

Vaseline created the world's first and most diverse medical image library to help people of colour in the USA find images of people with skin complaints that matched their own.

Under 6% of image-based online search results for skin conditions are on darker skin tones, meaning Black Americans suffer from misdiagnoses and untreated conditions

Vaseline aggregated thousands of images of conditions on Black and Brown skin to create a database designed to search conditions on darker skin and increased the number of people seeking dermatological care by 1,430%.


H For Handwashing

H For Handwashing – How Lifebuoy made handwashing a lesson that no one forgets

Lowe Lintas, Mumbai / MullenLowe, Singapore
India / Singapore

Lifebuoy partnered with educators, NGOs and governments in 30 countries to instill the habit of handwashing into children through digital and on-ground activations.




Brand Purpose

For marketing initiatives that have successfully embraced a brand purpose and achieved commercial success as well as benefit for the wider community. Entries should demonstrate clear evidence of how a brand purpose has both achieved societal impact and met commercial goals. Please note: campaigns for charities or non-profits will not be accepted in this category.

2023 Judges

A judging panel of industry experts, chaired by Chiradeep Gupta, Vice President, Personal Care Head of Media and Global Integrated Media Strategy Lead, Unilever, will be reading the entries.

Brand purpose is not always easy to get right so I’m excited to identify best-in-class examples that inspire our industry on how to bring a brand’s purpose to life to drive strong business outcomes and also bring about positive change in society.
Chiradeep Gupta

Chiradeep Gupta, Vice President, Personal Care Head of Media and Global Integrated Media Strategy Lead, Unilever

Previous winners

There were five winning case studies in the 2022 competition, with SK-II: SK-II Olympics, MediaCom Singapore, taking the Grand Prix.

SK-II increased unaided brand awareness and grew search and consideration, leading to new users and sales.

As part of the campaign SK-II produced a series of long-form films which were launched via live and virtual events, partnered with female athletes and the China Duty Free Group and organised a series of premier-style events.