Zero budget, no film. It still moved the world / VIRGINIA GIUFFRE "THE LEGACY OF VIRGINIA GIUFFRE"

The problem

Virginia Giuffre was the best-known survivor of the Epstein and Maxwell sex trafficking case. Her testimony even led to Britain's Prince Andrew losing his titles and being arrested. In April 2025, she died at age 41. Dini von Mueffling, who had worked as her PR representative for six years, didn't let the work end there.

The insight

"There was barely any strategy. It was like building the plane while flying it," von Mueffling recalls. What drove her forward were Giuffre's own words: "One person can make an enormous difference. One person can start a revolution."

The idea

Even after her death, von Mueffling kept working the media on Giuffre's behalf, produced a PSA gathering the voices of fellow survivors, and lobbied Congress to pass the Epstein Transparency Act. As a result, the Department of Justice released more than 3 million files. One year after the anniversary of her death, a "Butterfly Vigil"—named for the butterfly she loved—was held on the National Mall in Washington, D.C., bringing together her family, members of Congress, and fellow survivors.

What happened

"The Legacy of Virginia Giuffre" won the Titanium Lion and a Bronze in PR at Cannes Lions 2026. It generated 4,503 articles and coverage in 118 countries. All of it was pro bono, with zero budget. "Even I was surprised that a PR campaign won Titanium," von Mueffling says.

Afterthought

No film was made, no big budget spent. And yet it was recognized as the most compelling "ad" of them all. One person's courage, carried forward by another who kept running with it. Sometimes that's all it takes to move the world.

Awards

• Cannes Lions Grand Prix 2026

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