Awards, recognition, and media coverage
Why awards really do make a difference
By Billy Gorter, TLC founder and executive director.
Tonight was another unforgettable night for TLC, spent at Australia’s Social Media Marketing Awards. We were already humbled and amazed that our campaign against domestic violence was shortlisted in two categories – Best Use of Facebook, and Best Social Good Campaign – competing directly against giant brands like KFC and projects we admire enormously like RUOK, the mental health campaign. When we actually won both categories, for a campaign powered by a video which cost $600, we were shellshocked. Moments like this are, of course, very exciting – but if that’s all they were, we wouldn’t enter. The reason we enter is they can have an enormous positive impact on the work we do, reaching all the way to the communities we support.
Back in 2015, when we won the Stars Impact Award, we were still a very small NGO little known outside of “people in the know”. Winning secured a very valuable cash prize, greatly increased awareness of our work, and paved the way for new opportunities to win funding – all of which allowed us to help more Cambodians. It was a milestone which injected both the resources and the motivation to keep improving the services we were offering to communities.
Awards are also one way for an NGO to illustrate to potential donors who aren’t familiar with them that the work they do really is having an impact. There are tens of thousands of NGOs working across the developing world, and all of them claim to be transforming lives for the better. Many of them are but some are not, and some are even causing damage – but how does the average potential donor work out which is which? Really reputable and independently assessed awards are one way to help donors work out which organisations are making credible claims. To win the 2019 Grassroots Justice Prize, our work and its results had to be first scrutinised by experts, then confirmed by calling our referees, then assessed by an international team of judges, and finally voted for by thousands of members of the public. That is evidence that it isn’t just us saying that our work changes lives, but that thousands of people who know our work agree.
Perhaps most importantly, awards matter to our staff. We’ve said it many times, but as a grassroots NGO our team are our biggest asset. Yet many of our social workers and community workers do jobs which are difficult, stressful and rarely recognised or lauded by wider society. We can thank them ourselves (and we do!) but showing our staff the livestream of their work being presented onstage at the United Nations in New York as we won a global award was probably the single best way we could show our gratitude and recognise them for all they do. Seeing what is possible only motivates them to do even more.
These are the main reasons why we enter awards and why we encourage other NGOs to enter as well. Some respond that awards need a lot of time and resources, and that gives larger NGOs an unfair advantage. We don’t think the latter point is true – we were very small when we won the Stars Impact Award – but it does of course take some time. However, strategic NGOs which carefully monitor and evaluate their services will already have the information they need on why they undertook a project, what steps they took and what the results were. Crucially, you need to demonstrate how the project helped you achieve your objectives as an organisation. If you design projects or services with the intention of winning awards and not to achieve real change, this becomes very obvious to judges.
We also sometimes hear a misconception that entering awards costs money, but in fact many of them are free to NGOs. The f0ur awards we have won so far this year were all free to enter. In fact, by winning a cash prize, awards actually directly added to our funding, as well as opening many doors for more fundraising.
One more benefit of winning awards is the opportunities it provides, the way it opens doorways that would otherwise have been closed. Tonight we will get to meet representatives from some of the most powerful brands in Australia, which can lead to fruitful future partnerships. As a result of winning the Grassroots Justice Prize we’ve been invited to take part in a global legal empowerment course in Europe, our costs covered. We couldn’t have afforded this before, but it has huge potential to help us improve the services we offer at the grassroots level.
Nothing will ever be more important to us than the work we do each day in Cambodian communities, the changes we see in families as they overcome adversity and begin to thrive, the joy of students and teachers at being part of a school which is now triumphing where once it was faltering. The greatest reward for our work is knowing we make a difference. Awards will never and should never be more important than that. But if they can help us to keep doing this work – and we have seen first hand that they can – then they are a lot more than just a nice desk ornament.
At This Life, we have been very fortunate to have our work recognised through a number of awards. Primarily relating to our creative campaigning, many of the awards below are international, and we’ve beaten big global brands such as Jean Paul Gaultier, Priceline, and Lifebuoy. We are pleased that the work of so many This Life staff members can be highlighted. At This Life, an award for any aspect of what we do is an award for every single staff member!
Awards for Goodbye My Love campaign
- Hermes Creative Awards – Platinum award for Best Social Content Campaign
- Global Social Media Awards – Nonprofit campaign of the year
- Australian Not for Profit Technology Awards – Best social media campaign of the year
- Vega Awards – Gold Winner for Activism
- Asia Pacific Stevie Awards: Innovation in cause-related videos
- Shorty Awards Finalist – Social good campaign
- Third Sector Awards Finalist – Best use of social media
Awards for Virtual Reality: Ending Gender-based violence against women
- Asia-Pacific Stevie® Awards – Gold Award for Innovation in Non-Profit/NGO Websites
- Hermes Creative Awards: Platinum award for Strategic Campaigns | Communication Campaign
- Hermes Creative Awards: Platinum award for Interactive Media | Social Media Call to action
- Hermes Creative Awards: Platinum award for Interactive Media | Nonprofit
- Hermes Creative Awards: Platinum award for Interactive Media | Video Creativity |Directing
- Shorty Awards: Call To Action
- Shorty Awards: Small Non-profit Of The Year
- Global Good Awards 2022: Silver
- Muse Creative Awards 2022 – Integrated Marketing – Nonprofit: Gold
- Dragons of Asia 2022 – Best Campaign by Country (Cambodia)
- Dragons Of Asia 2022 – Best cause, charity marketing or public sector campaign: Bronze
Awards for Not Her Fault campaign
- Not for Profit Technology Awards – Best Social Media Campaign of the Year
- Asia-Pacific Stevie Awards – Gold Award for Innovation in Non-Profit/NGO Websites
- Festival of Media Global Awards – Best Integrated Campaign: Silver Award
- Global Good Awards – Ethical Angel & CAF Community Investment Award – Gold (3rd Sector)
- Social Media Marketing Awards – Best Integrated Campaign
- Festival of Media Asia Pacific Awards – Best Integrated Campaign
- Festival of Media Global Awards – Impact Award
Awards for Honourable Warrior campaign
- Festival of Media, Media and Marketing Global Awards – Winner, Best Campaign Driven by a Low Budget
- Festival of Media Asia Pacific Awards – Bronze Award for Best use of media: Digital media
- Social Media Marketing Awards – Winner, Best Social Good Campaign
- Festival of Media, Media and Marketing Global Awards – Best Campaign By Cause
- Australian Not-for-profit Technology Awards – Winner, Best Social Media Campaign
- Shortlisted: Festival of Media Global Awards – Best Use of Digital Media: Social Media
- Shorty Social Good Awards Finalist – Best Campaign by Cause: Developing Nations
Awards for Protection campaign
- Shorty Social Good Awards – Winner, Best Campaign by Cause: Developing Nations
- Social Media Marketing Awards – Winner, Best use of Facebook
- Social Media Marketing Awards – Winner, Best Social Good Campaign
- Not-for-profit Technology Awards – Winner, Best Social Media Campaign
- Festival of Media, Media & Marketing Awards – Highly Commended, Best Campaign Led by Digital
- Festival of Media, Media & Marketing Awards – Shortlisted, Best Social Good Campaign
- Global Grassroots Justice Prize – Winner, Public Vote
- 2015 Stars Impact Award – Winner
This Life in the media
Below are selected news items featuring This Life’s work.
COVID-19 outbreaks highlight urgency of prison reforms in Cambodia – Cambodianess
How did a small NGO beat a global brand like Jean Paul Gaultier? – Festival of Media
NGO calls on government to provide juvenile prison facilities – Khmer Times
TLC addresses harassment through virtual exhibition – Phnom Penh Post
Not Her Fault: A campaign to end the victim-blaming culture – Cambodianess
This Life Cambodia addresses gender-based violence through cinema – Khmer Times
Annual Not-for-profit Tech Awards recognise innovators, volunteers and lifetime achievements – Connecting Up
Local NGO mixes media and activism to fix society – Phnom Penh Post
Ending domestic violence through the revival of the Honourable Warrior – Phnom Penh Post
New York, New York Global honour for TLC – Khmer Times
TLC organisation wins grassroots justice prize – Khmer Times
NGO film addressing domestic violence wins Australian Award – Phnom Penh Post
NGO’s domestic violence video exceeds 1M views on Facebook – Phnom Penh Post
If you’d like to talk to us about our work, or if you’d like expert commentary on one of our focus areas, please get in touch: email@example.com. We’d love to talk to you about issues in Cambodia including, but not limited to,
- domestic violence / gender-based violence,
- juvenile justice including diversion and recidivism reduction,
- lower secondary school development,
- reintegration of children from residential care institutions,
- social media campaigning for awareness-raising, and
- women whose children accompany them into prison.