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MEA2012 Winners Brochure

CHAIR’S AWARD BRITISH RED CROSS IN PARTNERSHIP WITH FORCE-7 AND CHANNELFLIP Campaign title: Life. Live it. MARKETING EXCELLENCE AWARDS WINNERS 2012 | 49 OVERALL WINNER This is the overall winner selected from winners of each category. The British Red Cross set out with a bold ambition to re-invent first aid for the 21st Century. The result is ‘Life. Live it.’ A social marketing campaign created by young people for young people. Through innovative content and creative executions ‘Life. Live it.’ has engaged millions of young people across the UK and built a generation of life-savers. The British Red Cross ‘Life. Live it.’ campaign could not be more vital to us all – the objective being to save life itself. It took a subject that many might view as dry and found new ways of communicating with the key 11-18 year old audience. If ever evidence were needed of the value that marketing adds to society, then this campaign has it in abundance. Andrew Harvey, Chair, The Chartered Institute of Marketing


MEA2012 Winners Brochure
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