As PR professionals we have a duty to use our skills to improve the lives of others. At S|O we believe that through relationship building and storytelling we can accomplish just that. When we see other brands using their influence and voice to make others feel valued, that warms our hearts because we know that public relations campaigns can profoundly impact public perception and societal change. In 2023, several campaigns left us inspired and amazed by their creativity, innovation, and social impact. Here are our favorites!
‘La Compil des Bleues’ Ad
Inequality in sports is a long-standing issue. The under-representation of women in sports leadership, the gender gaps in athletes’ pay, and the differences in funding, opportunities, and support for female athletes accumulate into a troubling domino effect.
The creative team at Orange decided to tackle this issue ahead of the FIFA Women’s World Cup. In order to prove allegations that ‘men’s soccer is better, faster, more interesting than women’s,’ it took eight graphic artists 500 hours to put together the video that tricked viewers into believing it was an edit of men’s soccer highlights when in reality it was women’s soccer highlights edited by AI and graphic artist to look like men. The video garnered 20 million views in just two posts on Twitter and TikTok, as well as another 4.8 million on YouTube. How’s that for some Girl Power.
Ted Lasso Public Displays of Encouragement
Words of affirmation are our thing. So when we say that after the US men’s national soccer team was going through a rough patch,and the Ted Lasso team stepped in with personalized messages of encouragement placed in players’ hometowns, we were immediately fans. This heartwarming gesture generated over 700 articles in the media, resulting in $20 million in earned media mentions and a staggering 2.3 billion impressions. It not only boosted the team’s morale but also showcased the power of positivity in PR.
While the men’s team did not win the championship, I’m sure they won’t soon forget the gesture. Remember making people feel valued is what this job is about.
Sims 4 Inclusivity Update
When we say “Everyone deserves to feel valued,” we mean EVERYONE. So when EA announced the most inclusive update to the game to date on February 2023, we shed a little tear. The update includes customizations for transgender and disabled fans such as surgery scars, binders and medical wearables. These new options will be available for teen and older characters, giving players the ability to create Sims that reflect their true selves. Sims fans everywhere took to social media to express their excitement, with the original post garnering over 36.5k engagements and reached $1million in earned media value. I mean, can we get a round of applause over here?
Dove’s “Real Cost of Beauty” Campaign
As PR and Marketing professionals our job is to influence the media. What we don’t often acknowledge is that the way we choose to do that impacts real humans. The Dove Self-Esteem Project is bringing light to this subject by partnering with Common Sense Media and Parents Together Action. Their goal was to ensure that design standards and safeguards were in place to protect children online. This campaign was particularly sensitive to concerns raised by LGBTQ+ advocacy organizations, highlighting the importance of ensuring online safety for all kids, regardless of their background. By championing this cause, Dove Kids demonstrated a commitment to fostering a safer online environment for our youngest generation. Ethical PR and Marketing practices are something we love to support. Taking a human approach and ensuring our campaigns encourage compassion is a step we should all implement.
There you have it, these four PR campaigns this year reminded us of the incredible impact that strategic communication and creativity can have on society. They challenge stereotypes, inspire positivity, promote inclusivity, and advocate for the well-being of those most vulnerable online. As we continue to witness the power of PR, let’s look forward to even more inspiring campaigns in the future.
Sammis|Ochoa is a Texas-based public relations and digital marketing firm. We believe transparency and accountability are hallmarks of smart business. Our firm serves San Antonio, Houston, and Austin. To connect with us visit www.sammisochoa.com or call 210.390.4284.