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 BRONZE

Boys Don't Cry

Boys don’t cry demonstrated that a powerful idea can impact millions in spite of having a $0 media budget behind it. As an organization dedicated to the eradication of gender-based violence, White Ribbon took on the daunting task of educating men on a highly divisive topic, toxic masculinity. Our film demonstrated how the bottling of emotions results in the most toxic form of masculinity. Without a media budget, we reached millions globally. Achieved a 90% positive social sentiment. Our film is now used Canadian and Australian classrooms, and soon Brazil.

Brand: White Ribbon
Client: White Ribbon
Agency: Bensimon Byrne
Language: English

2020 BRONZE

Stop Traffick

Atlanta is the worst place in the US for child sex trafficking, an issue set to worsen in the run up to hosting the Super Bowl. However, child sex trafficking had fallen off people's radars and had lost its stopping power.  Through the symbolism of 72 buses, representing the number of children trafficked in Georgia each year, we reframed a space associated with safety, into a symbol no one could ignore. Stop Traffick galvanized Atlantans and policy makers around this horrific issue, leading to 169 arrests before Super Bowl LIII. 

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

2020 BRONZE

End Family Fire

Every day, eight kids are unintentionally injured or killed by improperly stored guns in the home. Traditional communications failed to get through to gun owning parents, triggering a "don't take my guns away" reflex. We discovered that language had the power to change how people thought about the problem. By launching a visceral new vocabulary  - family fire - and engaging media to spread it, we reframed unsecured guns from protection to potential harm. We cut through, prompting 43% of ad-aware, gun-owning parents to seek information on safer gun storage.

Brand: Brady Campaign
Client: Brady Campaign
Agency: Droga5
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