A little help from a Bud

Online dating use to be an innocent and fun way to meet new people, but with 10% of sex offenders using online dating apps, women (mostly) can easily be put in harm's way. With most of these dates happening at bars, Budweiser wanted to do something to create a safer environment for women. So we went to bars and installed a series of posters that spoke directly to women who faced potential danger. The posters had a code that could be personalized by each bar for women to discreetly ask for help.
There wasn't any press about this. We didn't reach out to a PR firm to help us get "buzz." We just did it because it felt right. And that earned the idea a silver Lion.