El Consejo Publicitario Argentino entregó los Premios OBRAR 2018, principal galardón que reconoce las comunicaciones de bien público. Movistar y Unicenter fueron los grandes ganadores, junto a la familia de Justina Lo Cane, por la campaña “Multiplicate x 7”, que logró la sanción de la “Ley Justina” de donación de órganos.
En el auditorio OSDE “Ingeniero Amorosi”, el Consejo Publicitario Argentino (CPA) realizó el viernes 2 de noviembre, la ceremonia de entrega de la 9ª Edición de los Premios Obrar, reconocimiento a las mejores comunicaciones de bien público de Grandes Empresas, Pymes, ONG, Instituciones, Organismos Públicos y Estudiantes Universitarios.
Mary Teahan, presidente del CPA, dió la bienvenida: “Los Premios Obrar son la gran oportunidad para encontrarnos todos los que hacemos comunicación de bien público para inspirarnos y renovar el entusiasmo por generar cambio social”.
En esta edición, se presentó una cantidad récord de casos. Diversidad e Inclusión, Género y Salud, representaron más del 60% de los casos recibidos. Medio Ambiente y Sustentabilidad, Seguridad vial, violencia y derechos del niño, uso responsable de la tecnología y promoción de la ciencia fueron varias de las temáticas abordadas.
Un jurado notable evaluó todos los casos presentados teniendo en cuenta tres aspectos: Diagnóstico, Estrategia creativa y Efectividad alcanzada.
Durante el evento, se entregó también una distinción especial a la familia de Justina Lo Cane, por su capacidad de transformar adversidad en compromiso e impulsar la campaña “MULTIPLICATE x 7”, logrando la sanción de la Ley Justina por la que todo mayor de 18 años es donante de órganos, a menos que manifieste expresamente lo contrario.
Ganadores de la 9na. Edición de Premios Obrar del Consejo Publicitario Argentino
Grandes Empresas
- ORO | Movistar – “Perspectivas”
- PLATA | Movistar – “Dominó”
- BRONCE | Unicenter – “Regalá Vida”
Comunicación interna
- PLATA | Dow – “Café Dow”
- BRONCE | YPF – “Manos Seguras”
Pymes
- PLATA | Alabadas / “Si cambiamos la mirada, haremos que el mundo cambie”
- BRONCE | Arredo / “Jardines Verticales”
- BRONCE | Strike contenidos/ “Par de Tres”
ONGs
- ORO | MACMA – “Tratame bien”
- PLATA | AMIA – “Rosa y Sebastián”
- PLATA | Fundación Huésped – “Estadísticas Vivas”
- BRONCE | Haciendo Lio – “Todosx2pesos”
- BRONCE | Fundación Banco de Bosques – “EcoAlarm”
Instituciones y Organismos públicos
- ORO | SAU– “Rompe el Taboo”
- PLATA | Min de Ciencia, Tecnología e Innovación Productiva-TECtv- “Casi Siempre”
- BRONCE | Universidad Nacional de Cuyo- “Pan Dulcificador”
Estudiantes Universitarios
- ORO | Universidad Argentina de la Empresa – “Café por la Identidad”
- PLATA | Universidad Argentina de la Empresa – “Sprite Sin Etiquetas”
- BRONCE | Universidad de la Cuenca del Plata – “Así estás bien”
Para conocer los casos ganadores, ingresar en www.premiosobrar.org
Jurado: Sebastián Wilhelm, Socio fundador de Santo (Presidente del jurado); Alejandro Blanc, Ogilvy; Victoria Cole, Wunderman Bs Aires; Carla Majdalani, Instituto Nacional de las Mujeres; María Julia Manzini, Fundación Noble/Grupo Clarín; Heber Martínez, director de ENACOM; Florencia Saguier, Fundación La Nación; Bea Pellizari, Ashoka; María Pérez Colman, YPF S.A.; Mary Teahan, Qendar y del CPA; Pablo Sánchez Rubio, Grey Argentina; Quino Oneto Gaona, Di Paola.
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