ANA Announces 2022 Multicultural Excellence Award Winners

Human Rights Foundation Takes Best in Show for “Uncomfortable Truth” Campaign by TAXI

NEW YORK (November 8, 2022) — The Human Rights Foundation and its agency TAXI (a VMLY&R company) won the Best in Show award in the 2022 ANA Multicultural Excellence Awards competition for the campaign “Uncomfortable Truth.”

The campaign informed consumers that their fashion purchases could be unknowingly funding forced labor practices in China and provided shoppers with tools that would help them avoid buying such clothing in the future.

“It's estimated that one in five of the world's cotton items are produced using forced Uyghur labor in Xinjiang, China,” the HRF noted in its entry form. “This has been recognized as genocide by the United States, and nearly the entire fashion industry is complicit. Thanks to the Chinese government’s efforts to hide the existence of these camps, many shoppers are unaware of the issue (as well as which brands may be involved).”

Now in their 22^nd year, the awards recognize client-side marketers and their agency or media partners who produced multicultural and inclusive advertising campaigns between June 2021 and June 2022. The winners of this year’s competition, open to both ANA members and nonmembers, were announced last night during a dinner celebration at the annual ANA Multicultural Marketing & Diversity Conference in Hollywood, FL.

The awards raise awareness and exposure of industry leading creative multicultural and inclusive marketing featuring powerful cultural insights that enabled brands to effectively connect with diverse consumers.

Out of this year’s 45 winners, Procter & Gamble was the most awarded client-side marketer with six wins, while McCann, New York, won the most among agencies with five awards.

This year’s program featured winners in 15 categories: African American, Asian, Audio, Cross-Cultural Campaigns, Demonstrated Growth, Digital/Social/Mobile, Experiential Marketing, Hispanic, LGBTQ+, Marketing to the 55+ Consumer, People with Disabilities, Print, Rising Multicultural Segments, Small Budget, and Socially Responsible advertising.

The 2022 grand prize brand and agency winners in each category were:

CATEGORY	CAMPAIGN	CLIENT	AGENCY
African American	See My Skin	Vaseline	Edelman
Asian	McDonald's Hall of Zodiacs	McDonald’s	IW Group
Audio	Sound It Out	Ad Council	McCann New York, Casanova//McCann
Cross-Cultural Campaigns	Real Tone — Product Innovation & Global Campaign	Google	Google Devices and Services Creative Team
Demonstrated Growth	Adios Cuadernito	QuickBooks	alma DDB
Digital/Social/Mobile	See My Skin	Vaseline	Edelman
Experiential Marketing	Plastic Fishing Tournament	AB InBev	We Believers
Hispanic	DoorDash Launches “Antojo”, Its First-Ever Hispanic Marketing Campaign	DoorDash Inc.	Gallegos United, Wavemaker
LGBTQ+ (Lesbian, Gay, Bisexual, and Transgender)	Fund for the Fabulous	Ponysaurus Brewing	Baldwin&
Marketing to the 55+ Consumer	At Your Own PACE	AltaMed	Sensis
People with Disabilities	Dear Fitness Industry	Degree	Edelman
Print	Non-Artificial Mexico	Burger King	We Believers
Rising Multicultural Segments	There is No Escape Like Home	Ford Motor Company of Canada	Ethnicity Matters
Small Budget	The Black Elevation Map	Black & Abroad	Performance Art
Socially Responsible	Uncomfortable Truth	Human Rights Foundation	TAXI (a VMLY&R company)
BEST IN SHOW WINNER	Uncomfortable Truth	Human Rights Foundation	TAXI (a VMLY&R company)

The complete list of winners in the 2022 ANA Multicultural Excellence Awards competition, including category winners for the above, can be accessed here.

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