Small Budgets - Non-Profit
This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less).
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PROGRAM
2020 BRONZE
Point of View
Gun violence in schools is a national tragedy, but for years, we've been trapped in a polarized stalemate on this issue. Sandy Hook Promise has an effective and unifying solution: empowering individuals to prevent violence by educating them on the signs. To spotlight this solution, we had to show audiences a school shooting from a never-before-seen perspective: the shooter's. With just $171K in total media budget, our PSA garnered 439MM impressions, earned media worth 26x our paid investment, and increased the likelihood of key prevention behaviors by 30-66%.
Brand:
Sandy Hook Promise
Client:
Sandy Hook Promise
Agency:
BBDO New York
Language:
English
2020 BRONZE
Not A Joke
Gun violence is a daily issue that only receives mass attention alongside a body count. It’s up to activists to force the conversation where people try to escape it. When Louis C.K. belittled the student activists from Parkland, we worked with Change the Ref, a non-profit organization with few resources, to use C.K.’s fame to make an outsized impact on gun-control conversation. Creating a parody “set,” we attacked the notion that gun violence is a joke. For less than $1,000 in production, we made the impact of nearly $1 million.
Brand:
Change The Ref
Client:
Change The Ref
Agency:
MullenLowe U.S.
Language:
English
FINALISTS
Greenpeace
ArzePay
PERIOD.
Period Tax
Cleveland Clinic
Cleveland Clinic Help.
