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 GOLD

Gracie

There’s no greater deterrent than getting caught red-handed, but with limited volunteers, Street Grace couldn’t intercept more child sex buyers seeking to arrange services via text messages. We created Gracie, an artificially intelligent chatbot that intercepts and fools sexual predators into thinking a real child is being sold for sex. Over the first five months of Gracie's launch, she doubled the number of intercepts, while also creating the single biggest verifiable study on sex trafficking.

Brand: Street Grace
Client: Street Grace
Agency: BBDO Atlanta
Language: English

2020 GOLD

SickKids VS - Crews

The Vs campaign was introduced to help SickKids Hospital with the largest healthcare fundraising initiative in Canadian history–raising $1.3 billion needed to build a completely new SickKids. And it’s a fight we are winning; the campaign has been incredibly successful to date. Yet somewhat ironically, this success also now meant Vs had to evolve for us to keep winning. This case demonstrates how a move from mass to micro targeting at scale allowed us to reach new audiences, motivating them to join SickKids’ fight and keep breaking fund-raising records.

Brand: SickKids Foundation
Client: SickKids Foundation
Agency: Cossette
Language: English

2020 GOLD

Stop Jahezkhori / Stop Dowrymongering

To fight against the evil custom of forced dowry, we started a movement by first coining a new phrase which compared dowry demands to haraam activity. We then hijacked a morning show in which a celebrity's "bride" was revealed to be material goods. This launched our campaign symbol as a henna stamp, which thousands of women - and men - wore as a symbol against dowry during the wedding season.

Brand: UN Women
Client: UN Women
Agency: BBDO Pakistan
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