Double-win for JCP at Shorty Social Good Awards


JCP won two prizes at Shorty Social Good Awards in the categories Live Events and Food & Beverage.

JCP’s The Friendship Breakfast was nominated in three categories at the Shorty Social Good Awards 2017, held in New York, November 15th. They were nominated in the categories Civic Engagement, Food & Beverage and Live Events. The Norwegian communication agency won the title “Winner” in Live Events and “Gold” in Food & Beverage.

The Friendship Breakfast is the result of TINE and their partner The Norwegian Red Cross being challenged to help change Norwegians’ view and attitude towards refugees who came to Norway from Syria.

TINE and The Norwegian Red Cross sent out 26 million invitations on milk cartons to Norwegians throughout the country, to have lunch at one of the country’s 94 asylums reception centres.

– There is a big discussion today regarding the effect of communication work, and therefore it’s great fun to be able to contribute with a brave and complex case like this one. To win these two prices show that holistic ideas which works on the premises of the different channels is effective and creates awareness, says Advertising Consultant at JCP, Lars Eia Kirkholm.

This is the first time a Norwegian agency has won two prizes at the Shorty Social Good Awards, which is honouring the best work in social media.

In the past, The Friendship Breakfast has won two Sabre EMEA Awards, Heavent’t Awards and it was honoured in October as the 24th Best PR Campaign in the Sabre Global Awards in Miami. In addition, it has two nominations in the European Excellence Awards, which takes place late November 2017.