SEW BRANDED Wins IAC's "Outstanding Integrated Ad Campaign" Award For #Together Anti-Bullying Effort Featuring One Direction

NEW YORK, April 7, 2014 /PRNewswire/ -- SEW BRANDED, a New York based brand image and marketing consultancy has been awarded the IAC's "Outstanding Integrated Ad Campaign" award for its 1D + OD "Together Against Bullying" cause-marketing campaign, as announced online by The Web Marketing Association's IAC Awards.  The campaign featured worldwide musical phenomenon One Direction, whose participation in the effort encouraged students to "Live Nice, Love Everyone, and Move Together Against Bullying." This unique and innovative campaign allowed fans to participate on multiple levels and raised over $1 million to fund a nationwide anti-bullying education program to ultimately give students the confidence and courage to help eliminate bullying within schools across America. You can view the iconic image from the campaign HERE.

The integrated campaign included a limited edition back-to-school product collection where a portion of the sales were donated to fund the anti-bullying education program. Additionally, the campaign featured a 30-second anti-bullying PSA from One Direction that ran nationwide with a broadcast, cinema, and digital media plan targeting students, teachers, and parents, as well as a 70-second version of the message with exclusive behind-the-scenes footage that was featured at One Direction concerts in the U.S. and shared online and through social media. In the spot, One Direction encourages their fans to show their support of the campaign and help stop bullying by Living Nice, True, Confident, Original, and Unique. Other elements included a specially designed microsite where fans could share personalized messages, a retail pop-up, a tie-in with the band's movie and album launch, and both social and public relations campaigns that collectively garnered over five billion consumer impressions.

"I am extremely excited and grateful that the Web Marketing Association recognized the power and importance of our work with an IAC award, as this campaign has helped educate thousands of students in schools across America that bullying is not acceptable and that we need to respect individuality.  I'd like to thank Harry, Louis, Liam, Zayn, and Niall for collaborating and lending their powerful voices on this important subject," said Scott Woodward, CEO + Chief Creative Officer of SEW BRANDED.

"We are really honored to have our anti-bullying campaign recognized for excellence by the industry.  This is an important cause for us to embrace and we are happy to use our voices to encourage our fans to help educate everyone that bullying is not acceptable and needs to stop in schools across America, and the world for that matter," said Liam Payne.

Woodward, who was recognized this past November alongside Chelsea Clinton and Super Bowl Champion Brendon Ayanbadejo with Hetrick Martin Institute's Emery Award for his effort on the "Together" campaign, has worked to raise awareness on anti-bullying through alliances with global brands and the world's most influential talent, including Lady Gaga's Born This Way Foundation. 

ABOUT SEW BRANDED
SEW BRANDED is a New York based brand image and marketing consultancy that creates innovative branded content via a 360-degree holistic approach to brand building.  World-class brand design teams develop traditional and non-traditional experiential platforms that are adapted for multiple mediums to position new brands and re-align existing brands.  The consultancy's expertise lies in luxury, lifestyle, fashion, and aspirational branding for an eclectic client roster across a diverse portfolio of categories. sewbranded.com.  Scott Woodward is the principal Founder, CEO + Chief Creative Officer of SEW BRANDED.

ABOUT WEB MARKETING ASSOCIATION / IAC AWARD
The Web Marketing Association was founded in Boston in 1997 to help set a high standard for Internet marketing and corporate web development on the World Wide Web. Staffed by volunteers, this organization is made up of Internet marketing, advertising, PR and design professionals who share an interest for improving the quality of advertising, marketing and promotion used to attract visitors to corporate Web sites. In 1999, the Web Marketing Association decided to create a new award program to recognize outstanding online advertising in all of its various forms. While many advertising award shows had a category for online, no program was dedicated to it.  So using the experiences from its highly successful WebAward competition for website development, the WMA created an award program where companies and individuals could enter their best work to be judged against other work in its own industry, hence, the IAC Awards were born.

ABOUT ONE DIRECTION    
One Direction – Niall Horan, Zayn Malik, Liam Payne, Harry Styles and Louis Tomlinson – were discovered by Simon Cowell on the U.K.'s "The X Factor" in 2010. The band quickly gained a following to become one of the competition's all-time most popular acts, finishing in the final three and garnering a gigantic and loyal fanbase along the way. In March 2012, One Direction's debut album, "Up All Night," made U.S. history, as it was the first time a U.K. group's debut album entered the U.S. Billboard 200 chart at No. 1. The band has sold over 29 million records worldwide. In November 2012, One Direction released their sophomore album, "Take Me Home," which includes the No. 1 single, "Live While We're Young,"

SOURCE SEW BRANDED