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Guns or Knives
Concern Worldwide

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Concern Worldwide, one of the most respected actors in the world in terms of humanitarian aid, wanted to reach a younger audience and to refresh its brand among younger people. The commissioned Guns or Knives to make a disruptive, fresh, exciting cinema ad. In collaboration with Concern’s in-house communications team, this was expanded into an integrated 360 degree communications campaign that was produced on a shoestring budget with all agency time provided on a pro-bono basis. The results of the “One Step at a Time” campaign were strongly encouraging from Concern’s point of view – half a million impressions across all forms of social media, and measurable increases in brand recognition among 15-35 year olds.


Congratulations to the other 2019 finalists:

This award was proudly presented by:

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