AWARDS | MSLGROUP China Wins Gold at PRWeek Awards

Received Corporate Social Responsibility Campaign of the Year Gold Award for P&G Whisper #LikeAGirl Butterfly Charity Campaign


Hong Kong, June 7, 2017 – MSLGROUP China, the strategic communications and engagement consultancy of Publicis Groupe, was nominated for five awards at PRWeek Awards 2017, held recently in Hong Kong, and won the Gold Award in Corporate Social Responsibility Campaign of the Year for their P&G Whisper #LikeAGirl Butterfly Charity Campaign.

#LikeAGirl, a communications campaign created by Whisper, the global leader in feminine care, had a serious impact worldwide boosting girls’ confidence, and therefore won an award at Cannes Lions 2015 for their efforts. To continue its mission, MSLGROUP China inspired Whisper to create and execute #LikeAGirl Butterfly Charity Campaign. Launched on March 8th, International Women’s Day, the campaign encouraged city born girls and women to lend a helping hand to their counterparts in rural areas, to create public awareness on girls’ confidence during puberty and beyond, as well as supporting girls to embrace and cherish their butterfly-like transformation.

At the end of the four-month campaign, it raised seven times the target fund, benefiting girls from 91 schools in rural areas. In addition, 300+ P&G employees participated at the internal engagement program to support Whisper in delivering puberty educational programs at Hope School. The campaign has stimulated massive public awareness as well as media exposure, emphasizing Whisper’s commitment and responsibility as a social corporation.

In addition to the Corporate Social Responsibility Campaign of the Year Gold Award, MSL China was also nominated for 4 other awards including:

  • Employee Communications Campaign of the Year for their “Find your extraordinary” campaign: IKEA efforts to galvanizes its Chinese workforce for Talent Focus Week
  • Corporate Social Responsibility Campaign of the Year for their “From smile disseminator to smile protector” promotion: Crest’s 20th Anniversary Make China Smile Brighter Tomorrow charity campaign
  • PR Agency Head of the Year for Daisy Zhu, MD of MSLGROUP China
  • Greater China PR Consultancy of the Year for MSLGROUP China

Under the leadership of Daisy Zhu, MSLGROUP China regained its foothold as one of the largest agencies in China. With 200+ staff in 4 offices, the company transformed into a Business-Driven Communications Consultancy where analytics are applied to big data to uncover compelling insight that is translated into integrated and creative campaigns that deliver real business impact. This approach has won the trust of many new clients in 2016. As a result, MSLGROUP China now attributes more than 60% of revenues to digital assignments, which is up 30% since 2014.

PRWeek is one of the most authoritative trade magazines for the public relations industry, which makes their awards prestigious and creditable within the industry. These accolades have once again verified the success of MSLGROUP China’s transformation, and thus solidified its industrial leadership and outlook.