Positive Change - Social Good: Non-Profit
Recognizing non-profit organizations and associations whose communications efforts have effectively driven positive change for society and successfully contributed back to the organization's purpose. Campaigns must show measurable impact and pro
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2022 GOLD
2022 GOLD
Shamecards
American postcards: Every city has one, with everything they want to be known for. But thanks to outdated gun laws, our cities are becoming known for something else: mass shootings. Change the Ref’s Shamecards was the first postcard collection designed to be sent to Congress to demand gun law reform. By subverting a nostalgic medium, we made our message heard by 55+ audiences unlikely to favor gun control, as well as inside congress, driving 2.3B earned impressions, and a 21% increase in gun control advocacy for just $7,750 in printing/stamps.
Brand:
Change The Ref
Client:
Change The Ref
Agency:
MullenLowe
Language:
English
2022 GOLD
The Lost Class
Guns kill thousands of children each year, yet the NRA spends $250MM annually advocating for pro-gun legislation. With minimal media budget, we ignited the national conversation by inviting pro-gun advocates to speak at a counterfeit commencement to 3,044 empty chairs. Each chair represented a student who would have graduated if they hadn’t been killed by a gun. For Change the Ref, started by the parents of a victim in the Marjory Stoneman Douglas High School shooting, we generated 1.4 billion impressions and galvanized 40,000+ signees calling for universal background checks.
Brand:
Change the Ref Inc.
Client:
Change The Ref
Agency:
Leo Burnett Chicago
Language:
English
FINALISTS
AdCouncil Fentanyl Awareness
Substitute Dealers
Down Syndrome International
Meet Kami
Magna fundraising
Children: Testimony of War
