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.
2 SMRT 4U Internet Safety Campaign
The 2 SMRT 4U Internet Safety Campaign's objective was to increase the awareness of Internet risks by encouraging teen females to change their online behavior to avoid disclosing personal information on networking sites and blogs. At the campaign's center was the free 2 SMRT 4U ring that teens ordered and wore as a tangible daily reminder, and 2SMRT4U.com that offered online safety tips. The campaign was successful on many levels, including a 50% reduction in teens' willingness to meet with someone they first met online, and over 440,000 rings ordered.
Brand: United States Postal Inspection Service
Client: United States Postal Inspection Service
Not Even Once
The Montana Meth Project serves one clear purpose: to discourage teens 12-17 in the state of Montana from trying meth even once. Our objectives were to help prevent first time use, while also inciting a dialogue among the community about a meth epidemic. The campaign resulted in unprecedented awareness, a heightened education among teens about the dangers of trying meth even once, and a dialogue that reached far beyond the state of Montana. In fact, it has now been recognized by the White House as a model for the nation.
Brand: Montana Meth Project
Client: Montana Meth Project
Agency: Venables Bell & Partners
THE NEW SCHOOL
The key to success lay in focusing in on a narrow but very appealing target and then hitting them between the eyes with an unarguable and aspirational wake-up call. The strategy of 'declaring war on inertia' helped the relatively new fund family of iShares to increase its cash flows by 280% and propel the brand to the number three slot in an otherwise very traditional industry.
Brand: Barclays Global Investors
Client: Barclays Global Investors
Agency: Venables, Bell & Partners