Spikes Grands Prix: An Inclusive Approach

AI and machine learning technologies transformed objects and structures within video games into distinct sounds, helping visually impaired individuals to play. ‘Guide Play’ followed two years of collaboration with organisations for blind people, showing the power of working with communities on inclusive design innovations.

Mahsa Amini died in police custody in Iran, aged 22, after she was arrested because a strand of hair had escaped her hijab. Following her death, global digital magazine STIR created a photo essay and exhibition that showed how women’s hair has historically been connected to the patriarchy. National coverage reached more than 100 million readers. It shows how to bring art and journalism together to shine a spotlight on discrimination. It took the Design Grand Prix.

Also tackling gender discrimination was a tool created by women’s sports marketing consultancy Team Heroine. It enabled people to report search results that didn’t include the achievements of women in sport. The tool has been supported by more than 50 global brands and the United Nations, as well as millions of users who have reported inaccurate data sets. The approach shows how crowdsourcing feedback can put pressure on search engines to be more inclusive. It won two Grands Prix: PR and Social & Influencer.

The ‘Right to Care’ card gives LGBTQ+ partners in the Philippines the right to make decisions for each other in medical emergencies by granting them special power of attorney. Launched at the end of Pride Month, it generated 85.2m organic impressions and 1462 registrations immediately after launch. Showing how to amend an injustice in healthcare and use Pride as a launch platform, it took the Grand Prix in Glass: The Award For Change.

Aiming to normalise disability, Special partnered with advocacy organisation Dylan Alcott Foundation on the ‘Shift 20 Initiative’. This saw disabled people replacing non-disabled characters in ads, showing how to represent the 20% of Australians who have a disability. It led to ‘The Unignorable Ad Break’ involving advertisers such as Weet-Bix, McDonald’s and Pantene. This Grand Prix For Good winner shows how to build momentum on inclusion: post-launch, more than 200 brands, organisations and agencies reached out to get involved.