Government & Public Service

Municipal or state economic development, lotteries, utilities (i.e. electricity conservation messages), membership drives, forces marketing communications. Includes political messages and special interest/trad

2010 SILVER

Veteran Support

Of the nearly 2 million veterans returning from Iraq and Afghanistan, almost 1/3 struggle with serious mental health issues, ranging from depression to PTSD. Although receiving early care is crucial to treatment, most veterans worry seeking help is a sign of weakness. Our challenge was to drive awareness and traffic to a new social network where veterans could unite and help each others' transitions home. In less than 1 year, we exceeded all goals in terms of donated media, site traffic and engagement among vets.

Brand: Iraq & Afghanistan Veterans of America
Client: The Advertising Council
Agency: BBDO New York
Language: English

2010 BRONZE

'Strength Like No Other'

The Army's mission: enlist 70,000 people in the Active Army, despite the challenge of being at the forefront of the persistent conflict in the Middle East and being the least aspirational branch of the military. The 'Strength Like No Other' campaign played an integral role in expanding preconceived notions of being a Soldier, engaging potential prospects and providing venues by which qualified, informed, interested prospects could raise their hands and speak to a Recruiter- allowing the Army to exceed mission and quality goals for the year.

Brand: United States Army
Client: United States Army, Manpower and Reserve Affairs
Agency: McCann Erickson
Language: English

2009 GOLD

Virtual Army Experience

The U.S. Army faces a constant struggle to achieve annual recruitment goals. Potential recruits describe current Army recruitment advertising as out of touch with their lives and irrelevant to their situation. A new approach called the "Virtual Army Experience" uses an event-based method that allows young people to learn about Army careers, experience a simulated mission and meet Army soldiers. This approach has generated quality leads, reduced the cost per lead and improved qualitative perceptions of a career in the U.S. Army.

Brand: U.S. Army
Client: United States Army (Office of Economic & Manpower Analysis)
Agency: Ignited
Language: English

FINALISTS

Alcohol. Think Again. One Drink

Republic of Singapore Navy It's not crazy. It's the Navy.

Social Development Bank Shop with Purpose, Empower Productive Families.