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iHobo app wins Grand Prix at EACA Care Awards 2011


29 Jun 2011


Social Europe & Jobs

Brussels 29 June 2011: A technologically innovative and inspiring campaign aimed at igniting interest and passion in helping the thousands of homeless young people in the UK has won the Grand Prix at the EACA Care Awards 2011, the only award of its kind to be judged by Members of the European Parliament.

A special commendation was also awarded to Lowe Stratéus for their campaign “Unbearable”; which targeted the risks of drink driving for the French Government’s Délégation à la sécurité et à la circulation routières.

63 social marketing campaigns from 9 different countries competed for this year’s Care Awards, and winners from United Kingdom, Belgium, France, Germany, Hungary and Italy received their trophies at the European Parliament in Brussels from Austrian MEPs Paul Rübig (EPP) and Heinz K. Becker (EPP), chairs of the EACA Care Awards jury.

The winning campaigns of the Care Awards 2011 are:

Category 1: Non-profit Organisations and Non-governmental Bodies:

iHobo, for Depaul by Publicis London, Grand Prix
A rich and engaging iPhone application, that asks users to look after a virtual homeless person for 3 days, effectively forcing the target audience to stop ignoring the plight of the thousands of young homeless people in the UK.

Look me in the eyes, for CAP48 by Air Brussels, Care Award
A campaign based on the famous Eva Herzigova Wonderbra ad, asking the public to look past disability and at the person behind it.

Rebuild their image, for Mimi Foundation by Leo Burnett, Care Award
A campaign aimed at raising funds and awareness of the importance of post-operative care for cancer patients.

A Life, for AIDES by TBWA\Paris, Care Award
A compelling project showing how Aids can seriously affect people’s lives with a video in which a young man misses out on life’s important moments after contracting the illness.

Germany’s biggest search for missing children, for Initiative Vermisste Kinder by kempertrautmann GmbH, fisherappelt AG and BlueMars GmbH Care Award
Aiming to increase public awareness for the many thousands of missing children in Germany, this campaign was publicised by FC Bayern Munich and Warner Music Germany.

Category 2: Government Bodies and Related Organisations

1 Billion Hungry Project, for the Food and Agriculture Organization of the UN by McCann   Erickson Rome, Care Award
FAO’s objective was to increase awareness of world hunger and obtain 1 million signatures to present to governments all over the world.

Unbearable, for Délégation à la sécurité et à la circulation routières by Lowe Stratéus, Special Commendation and Care Award
This harrowing video campaign, aimed at reducing drink driving in France, depicts a group of young friends who experience a tragic end to their evening after driving under the influence.

Category 3: Local and Regional Authorities.

Thank you for not speeding, for the City of Antwerp and Local Police by LDV United, Care Award
A local public campaign in which residents of Antwerp worked together to stop speeding.

Category 4: Corporate Governance (CSR)

Le Progrès (Detection), for INPES by McCann Paris, Care Award
A campaign to raise awareness of the HIV virus in France and to overcome any negative discrimination associated with the illness.

Category 5: Volunteering and People to People Activites

Get Closer, for the Mediaunio Foundation by Carnation, Carbon Group Communication, Probako Communications Care Award
A campaign aimed at increasing public understanding and transforming any existing resistance related to disability.

The winning campaigns can be seen at                                             

“The EACA Care Awards allow us to acknowledge and reward the wonderful work done by advertising agencies who work hand in hand with NGOs, charities and national and local governments to create hard-hitting campaigns which focus on important societal issues. This work, often done on a pro-bono basis, helps to transform public opinion.” said Dominic Lyle, EACA Director General. “We are grateful for the support of the European Parliament and of our chairmen in particular, who have devoted both time and effort to make these awards a resounding success.”

Campaigns submitted to the EACA Care Awards 2011 covered topical public issues such as public health, drink driving, homelessness, speeding, missing children and discrimination.

Entries were judged in 5 categories: Non-profit Organisations and Non-governmental Bodies; Government Bodies and Related Organisations; Local and Regional Authorities; Corporate Governance (CSR); Volunteering and people-to people activities and scored according to three criteria, topicality of core message, quality and relevance of content and personal engagement.

The EACA Care Awards 2012 will open for entries in December 2011. 

For further information:

Yulia Fokina
Care Awards
152 Boulevard Brand Whitlock
1200 Brussels, Belgium
Tel: + 32 2 740 0712

Dominic Lyle
Director-General, EACA
152 Boulevard Brand Whitlock
1200 Brussels, Belgium
Tel: + 32 2 740 0711


The EACA Care Awards for European Social Marketing Campaigns recognise excellence in promoting care for people, resources and the environment. They are part of the EACA’s overall commitment to promote Corporate Social Responsibility and are linked to the ACT Responsible online gallery and the ACT Responsible World Tour. Through a unique collection ACT Responsible shows how advertising professionals from all continents can use their core talent -- creativity -- to play a positive role in addressing today's crucial world issues.   ACT Responsible promotes its mission worldwide, through The Expo, a unique travelling exhibition, conferences, media partnership and on a unique, free database of advertising campaigns accessible at      



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