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
Smoking Kid - A Personal Message to the Smokers
Thai Health Promotion Foundation (THPF) has operated and aggressively promoted free hotline, 1600 Quitline to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low. The campaigns failed to create long-term behavioral change. Smoking Kid employed a new approach for anti-smoking campaign which communicated with smokers on a personal level. With no media spending, Smoking Kid had an enormous impact with massive earn media beyond Thailand. The campaign was sparking conversation and inspiration about quit smoking around the world.
Brand: Thai Health Promotion Foundation
Client: Thai Health Promotion Foundation
Agency: Ogilvy & Mather Advertising Thailand
Milk Carton 2.0
MCSC is the only organization committed to the search and rescue of missing kids, handling 50,000 cases a year with limited funding. Instead of an ad to raise awareness to increase donations, we asked Canadians to donate something even more important their social currency. The Most Valuable Search Party, a digital innovation toolkit utilizing Facebook, Twitter, Foursquare and Pinterest, was created to actively engage the Canadian public in the search to find missing kids; reaching 70% of all Canadians and responsible for the safe return of 7 kids and counting.
Brand: Missing Children Society of Canada
Client: Missing Children Society of Canada
Agency: Grey Canada
Pedophile Deterrence Program
Deep in the darkest corners of the internet, away from the watchful eyes of the law and society, child pornography has been growing exponentially. Until now, no one had taken on the ambitious task of deterrence. This campaign set out to make the internet a hostile environment for seekers of child porn. It uses covert tactics, blending technology and messaging, to deter pedophiles mid-fantasy in order to remove their false sense of online anonymity and to compel them to seek help for their compulsion.
Agency: Goodby, Silverstein & Partners