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

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

2022 GOLD

Senior Constable Laurie Fox

Victoria Police have lost 20 officers to suicide since 2012. As one Police Officer explained in research, “The uniform is more than simply clothing. It says...you will be resilient and rise above situations – almost bulletproof “. This belief, combined with an environment that shut down conversations about suicide, meant a radical approach to shifting attitudes and behaviours was needed. Research provided an insight driven direction that resulted in a brave and innovative piece of work that is starting to overturn a culture that has been embedded for 165 years.

Brand: Victoria Police
Client: Victoria Police
Agency: HERO Melbourne
Language: English

2022 GOLD

The Missing Peace

Peace in Lebanon is fragile, even though it has been involved in peace-building dialogues. But at its peace table, there are only men. To denounce women’s exclusion from peace talks and nation-building exercises, we took away 50% of letters fr

Brand: UN Women
Client: UN Women Lebanon
Agency: Publicis Groupe - Leo Burnett Middle East
Language: English

FINALISTS

NHS Organ Donation Waiting to Live: Shining a light on children waiting for a transplant

Un Women Child Wedding Cards

AdCouncil Fentanyl Awareness Substitute Dealers