Small Budgets - Services
Cases eligible for this category must represent the only communications efforts for this brand (brand defined as listed in the “brand” question of the Effie entry form) during the time period that the effort entered ran.
Highmark Blue Cross Blue Shield Delaware needed to retain 60K+ state employees after a national insurer negotiated with the State of Delaware to take half of their business with a less expensive plan. By building on an insight that only Highmark Delaware could own, we connected with state employees on an emotional level by tapping into Delawareans’ deep Blue Hen pride. And despite cost and convenience disadvantages, the campaign achieved 97% of total retention goal in six weeks and delivered 3-to-1 ROI.
Brand: Highmark Blue Cross Blue Shield Delaware
Client: Highmark Health
Agency: Partners + Napier
Strands for Trans
This is the story of a movement called “Strands for Trans” started by a small NYC barbershop, Barba. On the budget of $10,000, it galvanized the LGBT community and other seekers of equality during Pride. by bringing attention to the discrimination transgender individuals can face when getting a haircut. Inspired by the colors of the trans flag, this campaign led barbershops and salons across the country to sign up as trans-friendly spaces in the first online registry. “Strands for Trans” fought discrimination with a small budget and a big heart.
Brand: Barba Men’s Grooming Boutique
Client: Barba Men’s Grooming Boutique
Agency: Terri & Sandy