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

2019 GOLD

7-Second Resumes

Grads of Life needed a campaign that could transform the perceptions and practices of hiring managers and give opportunity youth a fair chance at employment. 7-Second Resumes was an innovative video format that broke through short attention spans and highlighted the overlooked life skills of these youth. By significantly increasing candidate familiarity and perceptions, we grew average monthly web inquiries from 2 to 45 and changed the way companies view nontraditional talent.

Brand: Grads of Life
Client: Grads of Life
Agency: 22squared
Language: English

2019 GOLD

WeCounterHate

Fighting hate speech through awareness, education or yelling doesn’t work, it just fuels it. Instead, we built an AI-driven bot that identifies hate speech on Twitter, and then sends an automated reply to hate speech authors that they needed to make an impossible decision: retweet and fund a donation to an anti-hate organization or delete their tweet. To date, 9 million fewer people have been exposed to hate speech on Twitter.

Brand: WeCounterHate
Client: Life After Hate
Agency: POSSIBLE - Seattle
Language: English

2019 GOLD

A TEAM OF ONE

This is the worst team in the world, but won the respect of Yao Ming and millions.
Ye Sha, a teenage boy who loved basketball, passed away on April 27 2017 and the organs he donated saved the lives of seven people. About 300,000 Chinese are on waiting lists every year. The organ supply-demand ratio is 1:30.
In order to boost voluntary donations, we found five organ recipients of Ye Sha. We formed a basketball team named after the boy, and brought to life his unrealized dream.
Ye Sha's team sent out a challenge letter to professional basketball teams on the WeChat social network. The message was put on the table of CBA. In the end, they agreed to a friendly match during the WCBA All-Star Game.

Brand: Tencent Foundation
Client: Tencent Foundation
Agency: Loong
Language: Mandarin

FINALISTS

AdCouncil Fentanyl Awareness Substitute Dealers

Down Syndrome International Meet Kami

Magna fundraising Children: Testimony of War