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"I Touch Myself" Cancer Campaign Takes Top Honors At Asia-Pacific SABREs
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"I Touch Myself" Cancer Campaign Takes Top Honors At Asia-Pacific SABREs

Ogilvy Public Relations won more Gold and Diamond SABRE Awards for its clients than any other firm, picking up 10 awards for its campaign work.

Holmes Report

BEIJING—“I Touch Myself,” a breast cancer education campaign developed by JWT and Hill+Knowlton Strategies for Cancer Council NSW, was awarded the Platinum SABRE Award for the best public relations campaign in the Asia-Pacific region at the fourth annual SABRE Awards dinner, held in Beijing.

The campaign beat out four other finalists: A Decade of Your Derriere, by AKA Asia for Marks & Spencer; A Global University on the Rise, from Nanyang Technological University; Danone Nutricia Crisis, Danone with Weber Shandwick; and Enjoy the Rain/Rubber Duck, conducted by Ogilvy Public Relations for Goodyear Tires.

“The ‘I Touch Myself’ campaign illustrated many of the themes we have been talking about when we talk about creativity today,” said Paul Holmes, chair of the SABRE jury. “It was an integrated campaign, using paid and earned, traditional and social media. It was a campaign that delivered its message with real emotional power. And it had a real impact on behavior.”

Ogilvy Public Relations won more Gold and Diamond SABRE Awards for its clients than any other firm, picking up 10 awards for its campaign work. Edelman, FleishmanHillard and Weber Shandwick each picked up four trophies; Hill+Knowlton Strategies, MSLGroup and Text 100 earned three; and Adfactors, Fortune PR and In.fom each won two SABREs.

A complete list of winners follows:
DIAMOND SABRE AWARDS FOR EXCELLENCE IN PUBLIC RELATIONS IN THE C-SUITE

CEO OF THE YEAR  
CEO of the Year: Edgar Chua
Shell companies in the Philippines
 
BRAND-BUILDING 
Blueair China Social Media Campaign
Blueair China with Cohn & Wolfe

REPUTATION MANAGEMENT 
DANONE NUTRICIA CRISIS
DANONE NUTRICIA ANZ  with Weber Shandwick Australia
 
RESEARCH AND PLANNING 
DFS Influencer Discovery
DFS with Waggener Edstrom 

MEASUREMENT AND EVALUATION 
Change for the Best: The Re-Launch of Fitness First
Fitness First Australia with Ogilvy PR Health
 
GOLD SABRE AWARDS

GEOGRAPHIC

AUSTRALIA AND NEW ZEALAND 
I Touch Myself
The Cancer Council with Hill+Knowlton Strategies Australia

GREATER CHINA 
Enjoy The Rain / Rubber Duck
Goodyear Tires with Ogilvy Public Relations, Shanghai

INDIA 
Taking Anxiety Out of Cross-Country Remittances Through Consumer Education
Xpress Money with Adfactors PR
 
JAPAN   
Where Are My Cheeks?!
Kumamoto Prefectural Government with Dentsu Kushu and Dentsu Public Relations Inc.

KOREA 
The Lincoln MKZ Launch in Korea
The Ford Motor Company with Burson-Marsteller Korea

SOUTH-EAST ASIA 
A Decade Off Your Derriere
Marks & Spencer with AKA Asia

MULTI-COUNTRY CAMPAIGN 
101 Great Places to Work in Asia (outside the office)
Microsoft with IN.FOM

REGIONAL CAMPAIGN 
Migrate to Modernize But Don’t Get Left Behind with Windows XP End of Service
Microsoft with IN.FOM

GLOBAL CAMPAIGN 
Driving Towards Success on a Global Stage and Launching one of the Year’s Most Successful Chinese Company IPOs in the U.S.
Autohome Inc. with FTI Consulting, Inc.

PRACTICE AREAS

CONSUMER MARKETING (EXISTING PRODUCT) 
Alpenliebe Candy - Kindness My Way
Perfetti Van Melle with MSLGROUP

CONSUMER MARKETING (NEW PRODUCT) 
DBS: Opening a New Chapter – Redefining Retirement as a Destination for Dreams
DBS with FleishmanHillard Hong Kong

INTEGRATED MARKETING 
Igniting China’s Passion for the Exceptional Cranberry
Ocean Spray with Weber Shandwick
 
BUSINESS-TO-BUSINESS MARKETING 
VMware Defying Convention
VMware with Text100

CORPORATE IMAGE 
“Who Framed Master Kong?”
Master Kong with Weber Shandwick

CRISIS AND ISSUES MANAGEMENT 
DANONE NUTRICIA CRISIS
DANONE NUTRICIA ANZ with Weber Shandwick Australia

COMMUNITY RELATIONS 
The Do Good initiative
NTUC FairPrice Foundation with Ogilvy Public Relations

PUBLIC AFFAIRS 
Ogilvy PR Joins Up with Microsoft to Ignite an Innovation Movement
Microsoft Australia with Ogilvy Public Relations Australia

PUBLIC EDUCATION 
Starting National Bring Homemade Food Day in Indonesia for a Healthier Generation
PT Tupperware Indonesia with Fortune PR

FINANCIAL COMMUNICATIONS 
Ride the Future: Inviting Unwilling Passengers on an Investment Journey
BTS Group Holdings Public Company Limited with Ogilvy Public Relations

EMPLOYEE COMMUNICATIONS 
I AM JANSSEN. I AM INTEGRITY.
Janssen Asia Pacific with FleishmanHillard

CAUSE-RELATED MARKETING 
Child Safety Initiative
Volkswagen (China) Investment Company Limited with Phluency Interactive (China), Inc.

CORPORATE SOCIAL RESPONSIBILITY 
Cleaning the National Monument to Bring People Together
Kärcher Indonesia with Fortune PR

CORPORATE MEDIA RELATIONS 
Japan is BACK; Japan Powers into Silicon Valley Scene
Power Japan Plus with Edelman Japan

PRODUCT MEDIA RELATIONS 
Gillette India – Shaved is Bathed
P&G India with DeVries Global

DIGITAL CAMPAIGN 
Loud House
Australian Hearing with Edelman

SOCIAL MEDIA CAMPAIGN 
BA Brings a Bit of British Charm to Chengdu
British Airways with Ogilvy Public Relations, Beijing

MARKETING TO MEN 
Gillette Sexy Shave II
Gillette China, P&G with Shanghai @PR Consulting Co., Ltd.

MARKETING TO WOMEN 
LYCRA® Liberates Urban Chinese Women
LYCRA® with MSLGROUP

MARKETING TO YOUTH 
Freedom to Touch
Dettol with Hill+Knowlton Strategies

INDUSTRY SECTORS

AUTOMOTIVE 
Screw It, Let’s Ride...INDIA!
Harley-Davidson India with Edelman India Pvt. Ltd.

FOOD AND BEVERAGE 
Lipton Warms Up A Culture
Unilever Japan with BlueCurrent Japan, Inc.

FASHION AND BEAUTY 
24Hours Lived in Lee - Stay Curious
Lee Jeans with Ogilvy Public Relations, Shanghai

TRAVEL AND LEISURE 
British Airways in Korea #great_comeback
British Airways with Ogilvy Public Relations / [email protected]

ENTERTAINMENT 
Putting the “Brand” Back into Brand Ambassador
NetEase.com, Ltd. with MSLGROUP

RETAILERS 
IKEA Singapore - Homes of Hope for Abandoned Dogs
IKEA with Huntington Communications

RESTAURANTS AND FOOD SERVICE 
Old Town White Coffee: Animaction
Old Town White Coffee (Malaysia) with Text100 Malaysia

CONSUMER PRODUCTS 
Gillette Kiss or Not
P&G with BlueCurrent Japan, Inc.

CONSUMER HEALTH 
Freedom to Touch
Dettol with Hill+Knowlton Strategies

PHARMACEUTICAL 
Sanofi’s Friend Project “Cure with Love”
Sanofi with Ruder Finn China

HEALTHCARE PROVIDERS/MEDICAL DEVICES 
Relieving the Pain of Millions
Pallium India with Edelman India Pvt. Ltd.

INDUSTRIAL/MANUFACTURING 
FORD ECOSPORT - THE LAUNCH OF A GAMECHANGER
Ford India with Genesis Burson-Marsteller

TECHNOLOGY (CONSUMER) 
Touch, Play, Get Fit
Dell Inspiron with Hill+Knowlton Strategies

TECHNOLOGY (B2B) 
IBM Australia Era of Smart 2013
IBM Australia with Text100 Australia

FINANCIAL AND PROFESSIONAL SERVICES 
Case Study on the Launch of the PSU ETF in India
Goldman Sachs ETF with Adfactors PR

ASSOCIATIONS 
Making Insight Count
ICAEW with Ketchum ICON

PUBLIC SECTOR 
Skill India Mission
National Skill Development Corporation, India with Ogilvy Public Relations

NOT FOR PROFIT 
Vote Ruby
WWF - Hong Kong with Ogilvy Public Relations

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