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Leo Burnett SF
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San Francisco, California 94111
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Rupert Runewitsch

Head of Social + Mobile

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Leo Burnett Chicago Wins P&G Global Brand Building Awards for Secret's "Mean Stinks" Campaign

Who says campaigns can’t change the world?

Leo Burnett Chicago won a P&G Global Brand Building Award in the category “Touching Lives and Improving Life” for Secret’s “Mean Stinks” campaign, an anti-bullying program for girls that makes it “cool to be nice.” The award was given to the brand that best demonstrated leveraging their brand purpose to grow business and improve the lives of consumers.

And despite having 1/20th the budget of other larger global brands, the campaign has nearly 340,000 Facebook fans, and grew to include an online “confession booth” where fans could post written or video apologies; a “good graffiti” app that was downloaded over 250,000 times; and a 20x increase in wall posts during this period. Girls and women continue to apologize, share stories and offer advice because of “Mean Stinks.”