NEW YORK: An initiative by headspace, an Australian youth mental health organization, that cut online bullying behaviour has won the Grand Prix at the 2017 Jay Chiat Awards.

The Jay Chiat Awards, presented last night at the 2017 Strategy Festival organised by the 4A's (American Association of Advertising Agencies), recognize impactful campaigns that draw on breakthrough insights and the best in strategic thinking. WARC subscribers can read the winning papers here.

The top award went to the Reword campaign, from Leo Burnett Melbourne, which also took a Gold in the Nonprofit category.

This used a browser extension to identify insulting statements in real time in order to interrupt online bullying behaviour and encourage young people to reconsider what they write; it achieved a 67% reduction in bullying behaviour per user within six weeks.

The Product/Service Creation category saw two Golds awarded, to Anomaly for its work on the development of hmbldt, a new medicinal cannabis brand delivering precise doses, and to J. Walter Thompson New York for its work in promoting a prosthetic limb, devised by Northwell Health, that is capable of being used in the water as well as on land.

The Global Strategy Gold was won by a campaign for travel brand Airbnb by TBWA\Chiat\Day Los Angeles. Don't Go There, Live There appealed to dramatically different travellers across cultures, continents and life stages.

Anomaly took a second Gold in the Connection Strategy category for its efforts in reinvigorating candy brand Jolly Rancher through social listening to identify “sucky” conversations and then pushing hyper-contextual and hyper-targeted content.

The National Strategy Gold was picked up by BBDO India for Dads #Share the Load, a campaign for Procter & Gamble’s Ariel laundry detergent that addressed issues of gender inequality in India.

In addition to the six Golds, a total of nine Silvers and eight Bronzes were also awarded.

Data sourced from 4A’s; additional content by WARC staff