2019 Transform Awards North America: Best use of copy style or tone of voice
Here are the stories of the winners from the 2019 Transform Awards North America. To read more, click the link at the bottom of the page
Gold: Planned Parenthood and Work & Co
Planned Parenthood, the leading provider of sex education in the US, needed new solutions to ensure young people get the guidance and care they need. After months of research with teens, Work & Co partnered with Planned Parenthood to design, build, and launch its first AI tool, a chatbot named Roo.
Roo offers 24/7, anonymous advice on everything from STDs to periods to birth control. To design and build it, it collaborated with a Brooklyn high school. Students pressure-tested concepts and helped Work & Co solidify the tone and voice — they even helped name the product.
Launched in January 2019, Roo uses fun, friendly and personalized language to give young people accurate information wherever they are. One judge commented: “Work & Co did such amazing work putting together a solution that connects with an audience that many brands struggle to do so.”
Silver: Urban Justice Center and Superunion
After 2016 and President Trump’s immigration policies, this not-for-profit lawyer collective was pushed to create a new, accessible, inspiring brand to drive recognition and fundraising. The visual identity, inspired by the in-your-face attitude of protest placards and the philosophy of justice for all, is supported by expressive typography.
Bronze: Pernod Ricard and Bladonmore
Wine and spirits brand Pernod Ricard wanted to connect with millennials and be known for ‘conviviality’. Bladonmore created ‘The Convivialists’ – a digital platform with exclusive content including films, research and articles which has been supported by social media influencer activity, a digital search campaign and a series of convivial dinners in key cities.
Highly commended: KLA and Salt Branding
