Diana Marszalek 20 Jun 2023 // 4:46PM GMT
CANNES — Weber Shandwick’s campaign to normalize breastfeeding for French maternity wear company Frida has won this year's gold AYA Inclusion Award, an annual honor given by the Cannes Can: Diversity Collective in recognition of creativity and diversity in work.
The Uncover campaign involved creating more than 50,000 magazine covers that, thanks to an optical illusion, made anyone reading in public look like a breastfeeding mom. The campaign, created in response to harassment of breastfeeding moms in France, led to 40,000 individuals signing a petition to legalize breastfeeding in public, and hundreds of public spots in France declaring themselves safe spaces.
McCann’s campaign for Microsoft, “ADLaM: An Alphabet to Preserve a Culture,” won a silver AYA, which are given during Cannes Lions but are separate from the festival's awards program.
The Adlam campaign focused on Microsoft’s work with two Fulani brothers, who created an alphabet to help preserve the West African Fulani language, which was at risk for dying out. Microsoft worked with the brothers to refine and encode the alphabet, ultimately making it available on 1 billion computers worldwide. The language is now used in schools and businesses; The Mali government named Fulani an official language.
The bronze Inclusion Award, meantime, went to Performance Art's Black Elevation Map for travel company Black & Abroad. The map is a travel tool that visually identifies centers of Black culture by elevating them, much like a mountainous region would be. The tool also includes information on 30,000 points of interest, curated guides and short films highlighting Black businesses.
Monday's ceremony marks the second year of the Inclusion Awards, which were founded by FleishmanHillard chief diversity and inclusion officer Adrianne Smith who saw the need to celebrate inclusion in creativity at the festival.