Joe Public wins Silver and Newcomer of the Year at Effie Awards UK

For an agency still relatively new to the UK market, it's a significant milestone. And a reminder that while Joe Public might be new to London, it's certainly no newcomer to the power of creativity to drive growth.

The Silver Effie, awarded in the Positive Change: Social Good (Non-Profit) category, recognises the impact of Street Nipples, a campaign that turned ordinary pavement studs in London, Manchester and Edinburgh into an unexpected breast health reminder.

Created in partnership with Breast Cancer UK and PR partner Capture Communications, the campaign used reverse graffiti to transform overlooked street furniture into nipple-shaped artworks, carrying the message: "If you don't look for it, you could miss it."

With zero paid media spend, the campaign achieved an earned media reach of 43 million, secured more than 65 pieces of media coverage and drove a 242% increase in self-examination reminder sign-ups. It also generated more website visits in just 24 hours than the previous three years combined, demonstrating how an effective creative idea can deliver measurable impact without significant media investment.

Joe Public London's second honour, Newcomer of the Year, recognises the agency's strong debut at the UK Effies, with two finalist entries and a Silver award in its first year of participation.

"I'd heard the judges were particularly tough this year, which makes this recognition even sweeter," says Claudi Potter, executive creative director of Joe Public London.

"I'm incredibly happy for Breast Cancer UK and for Street Nipples to win an Effie. It's a campaign that proves you don't need a massive budget to make a real impact.”

“We're still relatively new to the UK, finding our feet and punching above our weight, so this means a lot to our teams here and in South Africa."

The recognition reflects the collaboration between Joe Public's UK and South African teams, and the trust of clients who believe in the power of creative thinking to deliver meaningful results.

As Joe Public continues to build its presence in the UK, the awards mark an encouraging milestone in the agency's international growth journey, with plenty more to look forward to.

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