Small Budgets - Services

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). 

2013 BRONZE

Keep Her In The Game

By age 14, girls drop out of sports at twice the rate boys do. In revealing this statistic, our fundraising campaign for the Women's Sports Foundation united all those touched by women's athletics and got them to post pictures of themselves as 14-year-old athletes. They helped the WSF spread the message to keep girls in the game - an idea that launched a new platform for the WSF. The efforts resulted in overwhelming support and donations, giving the WSF the boost they needed to keep more girls in the game.

Brand: Women's Sports Foundation
Client: Women's Sports Foundation
Agency: TBWA\Chiat\Day Los Angeles
Language: English

2012 GOLD

Book Burning Party

Troy Public Library would close for good unless voters approved a tax increase. With little money, six weeks until the election, facing a well-organized anti-tax group whod managed to get two previous library-saving tax increases to fail, we had to be bold. We posed as a clandestine group who urged people to vote to close the library so they could have a book burning party. Public outcry over the idea drowned out the anti-tax opposition and created a ground swell of support for the library, which won by a landslide.

Brand: Troy Public Library
Client: Troy Public Library
Agency: Leo Burnett/Arc Worldwide Detroit
Language: English

2011 SILVER

ComEd Fine Art Fridges

ComEd, Chicagoland's utility company, offers a program where they'll come haul away and recycle customers old refrigerators and pay them $25 on top of it. The Appliance Recycling Program is a fantastic resource that wasn't getting the attention it deserved. Our challenge: energize an idle program using a small budget. Our goals: increase brand favorability, program participation and maximize the small budget. Using the power of art, we sparked new conversations around an idle program. We generated a 6% increase in brand favorability and a 35% increase in program participation.

Brand: ComEd
Client: ComEd
Agency: Leo Burnett USA
Language: English

FINALISTS

Dosy Freedom

Business Iceland OutHorse Your Email

Navy Federal Credit Union (NFCU) Name Change