The Wear It With Pride campaign took home a swag of awards at the Australian Direct Marketing Association (ADMA) Awards in Melbourne last month.
The campaign took out the ADMA gold awards in the Best Campaign and Best Art Direction categories, a bronze award for Effectiveness, a silver award for its launch event and the David Ogilvy Special Creative Award for outstanding achievement.
Created by M&C Saatchi, funded by the Commonwealth Government and produced by ACON on behalf of the National LGBT Health Alliance, the campaign was based around a series of 85 t-shirts symbolising 85 reforms recognising same-sex couples under Federal law in areas including employee entitlements, privacy rights, tax, superannuation, child support and insurance.
Celebrities and community ambassadors helped promote the campaign which included a website, a national advertising schedule, and information seminars in cities and regional centres across Australia.
ACON CEO Nicolas Parkhill said the awards showed the creativity and dedication of the campaign’s creators and producers.
“The Wear It With Pride campaign has been a hugely successful project and I congratulate the team at M&C Saatchi as well as the staff here at ACON who were involved in the development and production of the campaign,” said Parkhill.
Parkhill said the campaign had made 35 million viewers and reader impressions, attracted over 40,000 visitors to the website and supplied personalised information on the reforms to 7,000 people through an online service.
Wear It With Pride was also a finalist at the 2010 Cannes Lions International Advertising Awards.