Pernod Ricard's Engage Responsibly Campaign
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In 2025, Pernod Ricard partnered with the Association of National Advertisers (ANA) and the Global Alliance for Responsible Media (GARM) to combat online hate. Ogilvy's campaign, centered around the film 'Theo’s Story,' highlighted the real-life consequences of online hate, illustrating its impact from minor incidents to significant societal effects. The initiative aimed to raise awareness and encourage collective action to reduce the spread of harmful content. The campaign successfully reduced hate speech in digital spaces and demonstrated the butterfly effect of online behavior. By focusing on real-life stories, it emphasized the importance of responsible media consumption and the power of collective responsibility.
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Original write-up, full visuals, full context.
Published around:
June 6, 2024
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Added to Agency Inside:
March 24, 2026
