LLYC’s campaign on loneliness takes the Grand Prix at the 2020 IPRA Golden World Awards, while Apriori World makes a Global Contribution


The Grand Prix 2020 in the IPRA Golden World Awards for Excellence (GWA), the world’s most prestigious PR awards scheme, is The Last Older Person to Die in Loneliness, created by Spanish agency LLYC on behalf of their client The BBK Foundation. The campaign was a perfect example of an unconventional communication strategy designed to start a conversation on a taboo topic – that of loneliness amongst the elderly. A most realistic sculpture was used to graphically demonstrate the message.


David González Natal, partner and senior director consumer engagement at LLYC comments, "This is one of the most prestigious awards that can be bestowed on a project in the communications world. It is with great joy that the whole LLYC team receives it. This campaign, thanks to the courage of our client BBK, allowed us to brake through typical communication barriers and to provoke a conversation on such a relevant topic as the loneliness of the elderly".


The Global Contribution Award is given for PR with an objective of meeting one of the UN’s Sustainable Development Goals. The 2020 winner is Soaps With Dots from Croatian agency Apriori World for their client The Zagreb Association for the Blind. Soap with Dots provided a simple solution to an old problem. The revenue-boosting communication strategy for this social project involving the production of soap with Braille dots, encouraged the public to give this soap as a gift. The project meets the UN’s sustainable development goal 10: reduced inequalities. Apriori World, headed by Danijel Koletić, has been working pro bono for six years for The Zagreb Association for the Blind. Soaps with Dots are produced by the company Sfera Visia, which specializes in social entrepreneurship.


Soap with Dots


This year's Grand Prix winner makes us look at a difficult subject with fresh eyes. Using cutting-edge 3D storytelling, the campaign encourages people to take the perspective of others and then to act,” comments Svetlana Stavreva, IPRA’s President and chairman of the jury. “And I felt the Global Contribution Award 2020 went to a touching and imaginative campaign that was indeed all about reducing inequalities."



Background to IPRA

IPRA, the International Public Relations Association, is the leading global network for public relations professionals. Membership is individual not corporate. It aims to further the development of open communication and the ethical practice of public relations. IPRA fulfils this aim through networking opportunities, its code of conduct and intellectual leadership of the profession. IPRA is the organiser of the annual Golden World Awards for excellence – PR's global awards scheme.  With 60 years of experience, IPRA, recognised by the United Nations, is now present throughout the world wherever public relations are practised. IPRA welcomes all those within the profession who share its aim and who wish to be part of the IPRA worldwide fellowship. For more information please visit: www.ipra.org    



Background to the Golden World Awards for Excellence.

The annual IPRA Golden World Awards (GWA) initiative, established in 1990, recognizes excellence in public relations practice worldwide in a variety of categories. Recipients of the award take particular pride in the recognition granted to their entry as meeting international standards of excellence in public relations. An overall IPRA Grand Prix for Excellence is presented each year to the entry judged as representing the highest standards that year. While there are many national and regional PR awards, there is only one truly global scheme: the GWA.




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