Indiantelevision.com Team

(18 December 2007 4:00 pm)

MUMBAI: The International Advertising Association (IAA) is launching the first worldwide IAA Socially Responsible Communications Award, to recognise the role of socially responsible communications.

The award will address how the advertising community communicates environmental and social responsibility issues. It is designed to demonstrate and stimulate the advertising industry's commitment to responsible communications.

Microsoft will sponsor the award in the E-Responsibilty digital creative category.

IAA executive director Michael Lee said, "IAA is excited to be highlighting both the value and need for socially responsible communications worldwide with this award. We have been planning this for a long time, and will play an instrumental role with our global membership network, education programmes and as a platform for industry issues."

The global jury will be chaired by DDB Worldwide chairman and worldwide chief creative officer Bob Scarpelli.

Other jury members include McCann Worldgroup vice chairman, global professional management Marcio M. Moreira; Ogilvy India & South East Asia executive chairman and national creative director Piyush Pandey; Lowe Brasil creative director Edgar Gianesi; the AdCouncil (USA) president Peggy Conlon; and WWF (UK) global policy advisor Anthony Kleanthous.

The competition is open to any organisation involved in advertising, design and marketing communications focused on social responsibility. Entries are exclusively open to advertisements in the area of sustainable development, social responsibility or social issues such as environment, and other issues such as food security and health.

"Sustainability and social responsibility are now on top of the agenda of marketers and advertisers around the world. The award recognises the contribution of the advertising industry to the important issues of today and inspires excellence in social communications," said IAA VP, corporate social responsibility Hervé de Clerck.

Entries may compete in a wide range of media categories, including television/cinema, print/poster/outdoor/out-of-home/ambient and digital media.

There will also be a grand prix award for the best campaign in all categories.

The IAA Socially Responsible Communications Award is organised by IAA in association with ACT Responsible and with technical support from Adforum.com.