Karmarama wins big at the Drum Social Purpose Awards
Karmarama have been awarded the Chair’s award for Gok’s Global Pride Makeover at this year’s Social Purpose Awards!
Created for this year’s Pride, we worked with Gok Wan, Gay Times, and LGBTQ rights charity All Out to produce a makeover show like never before. The work was featured on This Morning, Sky News, The Sun, The Mirror, and promoted organically by countless celebrities and influential voices, raising awareness of the challenges and dangers faced by the LGBT+ community beyond our borders.
The award recognises and celebrates all modern-day marketing which drives forward socially responsible marketing, brand purpose and a truer representation of society today.
Jerry Daykin, head of global media partnerships at Diageo and the chair of the judging panel said, “It’s been fantastic to see the acceptance around Pride/LGBTQ+ issues in the UK increase hugely over the past few years, and to see more and more companies finding a way to get positively involved.
“That said, the Gok campaign was a powerful way of highlighting just how different that situation can be in other parts of the world, and using a seemingly light hearted piece of content to bring attention to really serious issues which still affect millions of people’s lives.”
If that wasn’t all, our Planning Director, Matthew Waksman, was awarded the Champion of Change award, recognising his ability to push change for social good and to deliver cultural change projects in our industry. He spearheaded one of the most talked about Army campaigns of all time, which broke down gender, faith, and sexuality stereotypes, hitting headlines across every major publication and broadcaster.
During Pride, his proactive hard-hitting content campaign for LGBTQ+ human rights organisation All Out was played out to the nation on This Morning and Sky News, reaching over a million people (with zero media spend).
Outside of his campaigns that have created genuine social change, he has written for Gay Times, The Drum, Campaign and has given talks to Pride AM, and The DMAs about how others in the industry can effectively engage our diverse society in the right way.