Holmes Report 14 Sep 2018 // 11:00AM GMT
MEXICO CITY—Central American agency CCK and its client Payless Shoesource took home the Platinum SABRE Award for best public relations campaign in Latin America at the SABRE Awards ceremony in Mexico City this week.
The ceremony was held during the 11th International Public Relations Congress, which is produced by Mexican public relations association PRORP and recognized close to 40 winning campaigns from across the region.
The winning campaign, Tinta Para El Alma (Ink for the Soul), expanded on the Payless brand’s decade-long support for breast cancer research, working with a tattoo artist and breast cancer survivor to create a three-dimensional tattoo that helped women recreate their nipples in the wake of mastectomy.
Payless funded the procedure for 50 breast cancer survivors, tripling media coverage of the issue and boosting the company’s fund-raising efforts.
“This was an amazing campaign that showcased unique creativity,” said Paul Holmes, who chaired the Latin America SABRE judges. “In addition to bringing a real-life solution to the women involved, it elevated consciousness of the issue and helped raise significant additional funds for research, while positioning Payless as a brand that is deeply engaged with its community. It’s great to see such innovative and imaginative work in a smaller market like Costa Rica.”
The campaign won out over four other finalists for best in show:
- Seu Leite Pode Salvar Vidas—Unilever’s Baby Dove brand with InPress Porter Novelli
- Test of Courage—Pfizer with Ketchum/Little George
- Empowering health journalists in Latin America—Roche Latin America with Edelman Miami;
- Technology & Life Campaign—Intel with Burson-Marsteller
A complete list of winning campaigns is here.