South Africa, Nov. 13 -- For an agency still relatively new to the UK market, it's a significant milestone. And a reminder that while Joe Public might be new to London, it's certainly no newcomer to the power of creativity to drive growth.

The Silver Effie, awarded in the Positive Change: Social Good (Non-Profit) category, recognises the impact of Street Nipples, a campaign that turned ordinary pavement studs in London, Manchester and Edinburgh into an unexpected breast health reminder.

Created in partnership with Breast Cancer UK and PR partner Capture Communications, the campaign used reverse graffiti to transform overlooked street furniture into nipple-shaped artworks, carrying the message: "If you don't look for it, you could miss i...