Best international B2B campaign 2007 - Runner up TNT for 'World food', devised by RCA

Best international B2B campaign

Runner up: TNT

Agency: RCA

Campaign: World Food

Until recently, TNT played down their involvement with WFP, focusing purely on helping WFP generate new funding sources and offering delivery services. However, TNT was keen to expand awareness of its corporate and social responsibility and decided to promote their work with WFP. By publicising this relationship, TNT hoped that it would not only help to generate new business, but also raise donations and new funding sources for WFP.

Increasing disenchantment with current charity appeals led to the decision to aim for a more positive, joyful response rather than one founded in guilt. Emphasis was placed on the positive messages and images showing happy schoolchildren from locations around the globe who had benefited from WFP. Individuals within TNT had also worked hard for WFP so images of staff involved in the aid process were also included. The campaign aimed to demonstrate TNT's practical help with WFP to prospects and existing customers, while TNT staff would also be excited about TNT's work. All routes invited customers to join TNT in helping WFP further.