The leading international award honouring excellence on the Internet, the
Webby People’s Voice Award is won by public vote. Voting closes on Friday, 22 April 2016 at 08:00, South African time so there is still time to bring that
Webby home.
One of just five international social media activations nominated in the Advertising & Media category,
#TheDress is the most successful and most shared public service campaign in South Africa’s history.
While the Internet, celebrities and international media went into meltdown debating the colour of an ordinary dress in an ordinary photograph last year, Ireland/Davenport created one perfect print ad for the Salvation Army, highlighting the issue of domestic violence.
That ad went viral internationally and thanks to social media, conversation about the abuse of women spread to 179 countries on all seven continents.
Ireland/Davenport’s timely hijacking of a silly meme for a cause that has global resonance was covered by more than 1300 media outlets around the world, including
Time, CNN, Fox News, the
Telegraph, the
Boston Globe,
Washington Post, and
The Guardian. It resulted in over 640 million media impressions, more than 1.3 million social media engagements and ultimately had an estimated reach of 5.3 billion.
Most importantly, the work done by the Salvation Army every day and the stories of the women they help, received international attention. It’s attention that domestic abuse does not get every day.
Vote for #TheDress
here to win South Africa’s first
Webby before 08:00 on Friday, 22 April 2016.
For more information, visit
www.ireland-davenport.co.za. Alternatively, connect with them on
Facebook or on
Twitter.