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

FILTER BY:

PROGRAM

1996 GOLD

Invitation To Ride

Harley-Davidson's commitment to H.O.G. raised rally attendance figures and membership figures well beyond projection. Focused communication was an important and effective strategy for success and Harley-Davidson credits the implementation of these programs responsible for the turnaround. H.O.G. is Harley-Davidson's most powerful long term marketing tool and they look forward to extending these programs to insure H.O.G.'s continued success.

Brand: Harley-Davidson
Client: Harley-Davidson Motor Company
Agency: Carmichael Lynch
Language: English

1996 GOLD

Few Good Women

The Marine Corps faced a difficult task when it set out to recruit more women. In recruiting more women, they did not want to alter the very person of this male brand. They did not want to patronize those whom it wanted to recruit. And they did not want to repackage what they were all about. What they wanted was the best qualified young women the country had to offer. Convincing them to join the Marine Corps is no simple task. To do it, the Marines appealed to the inner drive of these women. They gave these women a means to recapture a passion to excel that had been slowed down through the pressures of growing up in a male world. They challenged these women with a promise that success in the Corps means success in life.

Brand: United States Marine Corps
Client: United States Marine Corps
Agency: JWT Atlanta
Language: English

1996 GOLD

Truth

Our marketing objective is to convince Massachusetts' youth not to smoke. To that end, our advertising objective was to elicit strong emotional response from youth 12-19 against the tobacco industry and its manipulation of the truth, ultimately leading to the rejection of its product-cigarettes.

Brand: Massachusetts Department of Public Health
Client: Massachusetts Department of Public Health
Agency: Houston Effler Herstek Favat
Language: English