Pay With Change
Award: Wood Pencil
Wood Pencil / Creative Transformation / Brands / 2023
For years, Sports Illustrated Swimsuit was criticised for being part of an industry that objectifies women. More recently, it has transformed into a platform that breaks stereotypes and beauty standards, representing all women. But the world didn’t see or believe it. Edelman developed Pay With Change – the world’s first media buying business model based on purpose over profit – which turned Sports Illustrated Swimsuit into a first-of-its-kind brand purpose platform in support of women.
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