INM support creativity in print by sponsoring the Cannes Young Lions print category
INM have long believed that the most creative campaigns are the most rewarding, not only for brands but for readers too. This is why they support creativity in print by sponsoring the Cannes Young Lions print category.
Each year young creatives team up to answer a brief for an Irish charity. The winning team goes ahead to represent Ireland at Cannes Lions. As INM publish the winning creative in their titles it is very important to them to pick a charity that aligns to their readers. As many readers are parents, and econometrics showing a strong link between print advertising and web traffic, this year they chose Cybersafe Ireland.
A big congratulations to the 2020 winners of Cannes Young Lions; Helen O’Higgins, Art Director at JWT Folk and Ben Fraser, Digital Strategist at Havas Dublin who will be heading to Cannes to represent Ireland in 2021 due to this years festival being cancelled.
CyberSafe INM campaign
Objective: the objective of this campaign was to raise awareness of CyberSafe Ireland as a support to families trying to navigate the reality of their children’s online journey. The desired response was to encourage families to educate themselves on healthy screen time habits, by going online and accessing CyberSafe Irelands resources
Insight: Taking steps to find a healthy balance between our digital lives and our offline lives, is hugely beneficial but people find it a hard journey to navigate.
Results:
The ad ran in the Sunday Life magazine and saw the following results which were remarkably strong for a recently established charity. The survey showed that the ad raised concerns but in a way that is thoughtful, authentic and interesting.
57% recall
66% engagement score
75% above the average ACTION score for industry
Alex Cooney, CEO of CyberSafeIreland said; “We were both honoured and delighted to be selected as the chosen charity for the Cannes Young Lions print category in 2020. We had had very little engagement with the world of advertising up to this point and it has been a hugely beneficial and enjoyable experience for us. We have learnt so much about what makes a great ad and there is no question that the ‘Digital Footprint’ ad, which is so thought-provoking and clever, was an incredibly worthy winner. We can not adequately put into words how proud we were to see this fantastic ad both in print and in our name. Huge thanks to INM, IAPI and the incredibly talented duo Helen O’Higgins and Ben Fraser for making it happen. You have really contributed to our Mission: to empower children and parents to be Stronger, Smarter and Safer Online”
Read more about this campaign at http://www.inm.ie/blog/cybersafe-ireland-case-study/
