Anthem Award Triumphs for Impact Initiatives
We have won three social impact awards – one gold, two silver – for our work in India and Ukraine.
From warning people about the dangers of unexploded ordnance in Ukraine on TV, on billboards and in social media, to transforming attitudes around recycling and the people who help with it in India – we are so proud to have won three Anthem Awards for our work changing hearts and minds on critical issues.
About the Anthem Awards
Launched in 2021 and described by The New York Times as the “Internet’s highest honour,” the Anthem Awards are presented by the International Academy of Digital Arts and Sciences and judged by a jury of experts from the digital, creative, and social sectors. This year’s honourees also included celebrity Paris Hilton, athlete Frances Tiafoe, and philanthropists Tim Gill and Scott Miller. The awards celebrate excellence in purpose‑ and mission‑driven work across seven core causes: Diversity; Equity, Inclusion, & Belonging; Education; Art & Culture; Health; Human & Civil Rights; Humanitarian Action & Services; Responsible Technology; and Sustainability, Environment & Climate.
Ukraine: Nationwide Mine‑Awareness Campaign "Notice the Changes"
The campaign titled "Notice the Changes" in Ukraine was recognized with a silver award in the Humanitarian Action and Services category. The campaign centered on a nation‑wide effort to educate the public about the dangers of unexploded ordnance. It combined television public service announcements, radio spots, social media explainers shared by Eurovision winners and other influencers, prominent billboards, and concise video ads placed in everyday environments such as trains, supermarkets, petrol stations, and pharmacies.
A documentary film highlighted a pioneering female deminer and her mine‑detection dog, adding a human face to the technical challenge of ordnance clearance. Additionally, a comprehensive educational course was hosted on Diia.Osvita, the government’s widely used digital education platform, ensuring that learners across the country could access reliable information.
The multimedia approach generated an estimated 87 million views across two phases. The reach extended from social media streams to physical locations such as supermarkets, creating a seamless flow of awareness messages wherever the public gathered.
Crucially, the campaign produced measurable behavioral change. Research conducted with a test group showed that participants who viewed a television public service announcement demonstrated a 28% increase in awareness of the appropriate actions to take when encountering a mine. Moreover, the same group exhibited a 69% increase in the ability to recall the emergency phone number designated for reporting suspected ordnance.
Research support for "Notice the Changes" was provided by Humanity & Inclusion and the United Nations Development Programme. Development of the campaign was carried out in partnership with the State Emergency Service of Ukraine and the agency Two More Rows, with funding from Humanity & Inclusion and the United Nations Development Programme.
India: City‑Wide Recycling Movement "#WashTheDabba"
The campaign titled "#WashTheDabba" in India earned a gold award in the Sustainability, Environment, and Diversity category and a silver award in the Diversity, Equity, and Inclusion category. The initiative formed part of a broader effort to build understanding around Bengaluru’s waste‑picking community and to position that community as essential to the environment.
"#WashTheDabba" encouraged residents to empty, rinse, and dry plastic food containers – known locally as “dabba” – before disposal. By promoting clean containers, the campaign aimed to improve the recyclability of dry waste and to protect waste‑pickers from handling contaminated items. The message resonated across a diverse set of stakeholders, including leading actors, artists, influencers, municipal bodies, institutions, and corporate leaders.
The reach of "#WashTheDabba" was estimated at 3.2 million individuals throughout Bengaluru. The campaign employed a mix of social‑media posts, outdoor activations, reminder messages printed on 136,000 food containers, digital screens in 65 apartment complexes, and direct community outreach. The omnipresent nature of the messaging ensured that the call to action was visible in both private homes and public spaces.Independent evaluation of the campaign revealed that 44% of respondents could recall the initiative without prompting. Among those who recalled the initiative, 60% reported that they were more likely to wash plastic food containers before disposal. Waste‑pickers at Dry Waste Collection Centres corroborated these findings, confirming a noticeable improvement in the cleanliness of the food boxes they received.
The "#WashTheDabba" effort is part of the "#Invaluables" initiative under Saamuhika Shakti, a collaboration among eleven partners with funding from the H&M Foundation. The partnership aims to give waste‑pickers greater agency and to enable them to lead secure and dignified lives.
Saamuhika Shakti, the coalition behind "#WashTheDabba," was produced through Saamuhika Shakti, a collaboration among eleven partners with funding from the H&M Foundation to enable waste‑pickers to have greater agency to lead secure and dignified lives. Further details about the campaign can be found on the Saamuhika Shakti website.
Impact Metrics and Audience Engagement
Across both campaigns, the total audience engagement exceeded a hundred million impressions, demonstrating the power of coordinated multimedia strategies. In Ukraine, the 87 million views spanned television, radio, digital platforms, and physical advertising spaces. In India, the 3.2 million reach combined digital interactions, printed reminders, and face‑to‑face community outreach.
Behavioural metrics highlighted tangible shifts in public knowledge and action. In Ukraine, the 28% increase in awareness of appropriate mine‑encounter procedures and the 69% increase in recall of the emergency phone number indicate that the messaging successfully translated into preparedness. In India, the 44% unaided recall rate and the 60% self‑reported increase in container‑washing practices illustrate that the campaign not only entered public consciousness but also inspired behavioural adaptation.
Feedback from frontline workers reinforced the quantitative findings. Waste‑pickers at Dry Waste Collection Centres in India reported cleaner material streams, reducing health risks and processing costs. Similarly, emergency responders in Ukraine noted that the public was better equipped to identify and report suspicious devices, streamlining demining operations.
Collaboration, Research, and Funding
Both campaigns were underpinned by rigorous research and strong multi‑sector partnerships. In Ukraine, Humanity & Inclusion and the United Nations Development Programme provided research foundations that informed the design of "Notice the Changes." The State Emergency Service of Ukraine and the agency Two More Rows contributed operational expertise and creative direction, while funding from Humanity & Inclusion and the United Nations Development Programme ensured sustainable implementation.
In India, the Saamuhika Shakti collaboration brought together eleven partner organisations, each contributing resources, expertise, or networks to amplify the "#WashTheDabba" message. Financial support from the H&M Foundation enabled the production of reminder stickers, digital screen placements, and community outreach activities. The partnership model emphasized local ownership, ensuring that waste‑pickers themselves could shape the narrative and benefit directly from the campaign’s success.
Recognition and Honourees at the Anthem Awards
The Anthem Awards ceremony celebrated a diverse array of honourees. In addition to the gold and silver accolades awarded for the Ukraine and India initiatives, the event recognised celebrity Paris Hilton for her advocacy work, athlete Frances Tiafoe for his contributions to youth sports development, and philanthropists Tim Gill and Scott Miller for their commitment to social equity.
The International Academy of Digital Arts and Sciences, the presenting body of the Anthem Awards, highlighted the importance of purpose‑driven digital content in shaping public discourse. The jury emphasized that projects which combine creativity with measurable social impact, such as the Ukraine mine‑awareness campaign and the India recycling movement, set a benchmark for future entrants.
Conclusion: Continuing the Journey of Impact
The receipt of one gold and two silver Anthem Awards validates the effectiveness of evidence‑based communication, cross‑sector collaboration, and community‑centric design. The success of "Notice the Changes" in Ukraine and "#WashTheDabba" in India demonstrates that targeted messaging, when paired with robust research and adequate funding, can shift public attitudes, improve safety, and enhance environmental outcomes.
Looking forward, the organizations behind the awards will continue to leverage the lessons learned from these campaigns. The frameworks established for audience engagement, behavioural measurement, and partner coordination will serve as templates for future initiatives in other regions and issue areas.
By honoring these achievements, the Anthem Awards encourage a broader ecosystem of creators, NGOs, governments, and funders to invest in purpose‑driven digital work that can change hearts and minds at scale.
