Thursday, January 18, 2018

Epica Awards launches specific Grand Prix for good causes.

The Epica Awards - of which this blog is a proud juror - has kicked off the new year by announcing a new prize: the Responsibility Grand Prix. The prize will be awarded in association with ACT Responsible, the association supporting cause-related advertising. Founded in 2001 ACT (which stands for Advertising Community Together) is a non-profit association with a mission to inspire and promote work for good causes, as well as federating the communications industry around social responsibility and sustainable development.
Epica has long rewarded cause-related campaigns via its three Public Interest categories: Environment, Health & Safety and Social. But this is the first time Epica has introduced a Grand Prix specifically for such entries, joining its existing Grand Prix for Film, Press, Outdoor, Digital and the recently unveiled Design category.
Epica’s editorial director Mark Tungate said: “Our jury clearly want to reward this kind of work as four of the six Grand Prix last year, including an additional film prize, went to cause-related campaigns. In 2018, in order to properly celebrate public interest work as well as allowing traditional brand-related campaigns to shine, we have decided to introduce a specific Responsibility Grand Prix. We’re delighted to do this with ACT.”
In a private discussion with Mark, he elucidated that Epica Awards "will avoid a situation in which campaigns for good causes dominate the Grand Prix to the detriment of work for normal goods and services, as happened in 2017." Do note that this dilemma is faced by all advertising festivals, and that advertising agencies do ads for NGOs (Non-Governmental Agencies) pro bono simply to enter them in award festivals. Which makes Epica and its "objective and unbiased" slogan make even more sense!