MEXICO CITY—#UnblocktheLove, a campaign developed by JeffreyGroup for Pepsico’s Doritos brand, has been named the best public relations program in Latin America last year. The announcement was made at last night’s Latin American SABRE Awards ceremony, held during 'Radical', the international public relations conference held annually by the Mexican Public Relations Professionals Association (PRORP).

#UnblocktheLove was part of the brand’s “Rainbow” initiative, supporting the LGBT+ community in Mexico, using sponsorships, influencer outreach, employee volunteerism and more to demonstrate commitment and leadership to a controversial issue.

It beat out four other campaigns nominated for the Platinum (best in show) SABRE:

  • Hagamos Esto Juntos—Coca-Cola México with BCW
  • Let’s March for Those Who Can’t March Today—Reinserta with Zimat Consultores
  • Proving the value of Distance Learning in Latin America—Instructure with Sherlock Communications
  • The Tasty SPF (Solar Protection Food)—Liga Contra El Cáncer Perú with Orange 360 / Olístico

Elsewhere, Sherlock Communications and its clients won seven Gold and Diamond SABREs, more than any other agency, ahead of JeffreyGroup with six trophies. BCW and Weber Shandwick each took home four trophies on behalf of their clients, while other multiple winners included Another Company, MMK+ (Ketchum Brazil), and Ideal H+K Strategies (two trophies each).

A complete list of winners can be found here.