Communication campaign #FraudOff! has been recognized as the best in the world
The Ministry of Finance of the Republic of Latvia and the Communication Agency A.W.Olsen & Partners have won the highest award in the field of public relations IPRA Golden World Awards (GWA) 2018 in the nomination of agencies working with the public sector. The prize was awarded for the concept and communication campaign of the anti-fraud movement #FraudOff (in Latvian – #Atkrāpies!), within the framework of which a few dozen state, non-governmental and commercial organizations struggle with fraud in its various manifestations.
For thirty years, the IPRA GWA award has been evaluating the best communication campaigns worldwide, taking into account the complexity, creativity and unique character in the context of local community, country, region and even the entire world. In 2018, the Latvian campaign #FraudOff! competed in its nomination with hundreds of other campaigns from around the world, representing in total 42 countries from the winners shortlist alone. Together with Latvian representatives, the IPRA GWA award in various categories was received by such organizations as UniCredit Bank, Aeroflot, Duracell, LEGO, Shell, KFC, Astana Expo 2017 World Exhibition, Procter & Gamble, UK Post Office, Dubai Municipal Police, Customs Service of the Netherlands, Coca Cola and others.
“Within two years, the movement #FraudOff! has become an important social phenomenon in Latvia. It was joined by government agencies, enterprises and other organizations, as well as opinion leaders of different ages, ready to attract the attention of loved ones and say no to fraud. I am confident that international recognition will inspire us as pioneers of the movement to continue acting, for #FraudOff! and the opportunities to join the movement to become recognizable as much as possible not only in Latvia, but also beyond its borders,” Jana Salmiņa, Deputy State Secretary of the Ministry of Finance for tax administration and the fight against shadow economy, said.
“Effective communication campaigns trigger debates and make people pause to think and change their behaviour. This is typical of the movement #FraudOff! It is no coincidence that international experts have considered its potential. Moreover, this is not a one-timecampaign, but a movement that has been developing for more than a year and has already united hundreds of organizations from both the public and commercial sectors. We are proud that we have once again been able to achieve international recognition of the communication competence of the government of Latvia,” Olga Kazaka, Partner of A.W.Olsen & Partners, said.
The #FraudOff! campaign video case: https://www.youtube.com/watch?v=9GvTwEhYlCo&t=3s
The projects submitted to the competition were evaluated by a jury of experts from around the world, including Austria, Belgium, Bulgaria, Finland, the Netherlands, Russia, Saudi Arabia, Turkey and the UK. The official IPRA’s Golden World Awards 2018 ceremony took place in Barcelona.
About A. W. Olsen & Partners
Communication agency A. W. Olsen & Partners has been combining a strategic and creative approach to PR and marketing since 2005. Currently, the agency that works in all the Baltic States and has become a winner of several international awards is entrusted with communication tasks by such customers as Kaspersky Lab, L’Oreal, Zepter, Wizz Air, BIGBANK, ELVI, Mikrotik, Ministry of Finance of the Republic of Latvia, Latvian Motor Insurers’ Bureau and other.
About Golden World Awards for Excellence
The annual IPRA Golden World Awardswas established by the International Public Relations Association (IPRA) in 1990 and evaluates the best communication projects fromaround the world. Award winners are particularly proud of the recognition that their projects meet the advanced international standards of public relations. Amid a large number of national and regional competitions, solely GWAis a world-class award.