Won "Most Creative" for building a web presence and social campaign strategy to increase stakeholder awareness of what investments in their portfolio contribute to business practices they may not want to support. Doctors Without Borders/Médecins Sans Frontières (MSF)'s goal was to get Pfizer and GSK to drop the price of pneumonia vaccines from $9 to $5 for low and middle income countries. Millions of people own shares in pharmaceutical companies and can make these companies accountable for their actions. If shareholders demand lower drug prices, companies may transform their business practices. Through generating stakeholder awareness of 401K investors, stakeholders can demand social change.