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 is at an all-time low but Big Tobacco is selling innovative and less expensive alternatives to cigarettes in flavors like Frost and Winterchill. The Unsweetened truth campaign exposed teens to Big Tobaccos newest tactics to get customers hooked on tobacco by posing the question, Why do they make tobacco taste sweet? The campaign successfully increased engagement with provocative social media and videos. Legacys research also showed an increase in negative attitudes toward Big Tobacco, which has been a key indicator of teens intentions not to smoke.
Brand: Truth Initiative
Client: Legacy for Health
Agency: Arnold Worldwide
Keep A Child Alive - Digital Death Campaign
TBWA's Digital Death campaign for Keep A Child Alive, a grass-roots HIV/AIDS charity, featured celebrities with collectively over 30 million Facebook and Twitter followers who pledged to digitally die until $1 million was raised towards HIV/AIDS. The celebrities posed in coffins to illustrate their digital deaths and created Last Tweet and Testaments that they released to their fans. The campaign accounted for 1/3 of all global coverage on World AIDS Day and raised $1 million in 6 days.
Brand: Keep A Child Alive
Client: Keep A Child Alive
Agency: TBWA\Chiat\Day New York
Making something of Nothing
At a time of great need, facing a problem of daunting scale, the barrier that nothing can end hunger was tuned on its head to become a brand and a rallying cry for our state. New distribution channels, new brands and new customers were all evidence that an idea can tackle even the biggest of problems.
Brand: Rhode Island Community Food Bank
Client: The Rhode Island Community Food Bank
Agency: Nail Communications