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

2020 SILVER

Your Army Needs You

To meet ambitious recruitment targets in a competitive job market, we needed to raise awareness that the Army were recruiting, and show what the Army offered this generation that they couldn’t find elsewhere. In a modern-day Britain overlooking and undervaluing young people, the campaign challenged stereotypes put on our audience, and showed how the Army spotted their potential. The campaign earned reach of 4.8 billion in 1 week, increased awareness that the Army were recruiting to a 7 year high, and drove a 71% increase in applications after a month.

Brand: The British Army
Client: Capita
Agency: Karmarama
Language: English

2020 SILVER

Point of View

Gun violence in schools is a national tragedy, but for years, we've been trapped in a polarized stalemate on this issue. Sandy Hook Promise has an effective and unifying solution: empowering individuals to prevent violence by educating them on the signs. To spotlight this solution, we had to show audiences a school shooting from a never-before-seen perspective: the shooter's. With just $171K in total media budget, our PSA garnered 439MM impressions, earned media worth 26x our paid investment, and increased the likelihood of key prevention behaviors by 30-66%.

Brand: Sandy Hook Promise
Client: Sandy Hook Promise
Agency: BBDO New York
Language: English

2020 SILVER

Let's Stop It At The Start - Phase 2

We needed Australians to reconcile that when faced with disrespect, you have a choice. By choosing to do nothing, you are helping to perpetuate the potential for future violence against women. With only half the spend of the first phase, we tackled the tougher objective to get Australians to respond in the face of an uncomfortable truth: that the excuses we make for disrespect, allow violence against women to grow. Huge numbers of Australians took action and as an inter-generational campaign, positive effects will be felt into the future.

Brand: Department of Social Services
Client: Department of Social Services
Agency: BMF Sydney
Language: English

FINALISTS

AdCouncil Fentanyl Awareness Substitute Dealers

Down Syndrome International Meet Kami

Magna fundraising Children: Testimony of War