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

2012 SILVER

Underheard in New York

Underheard in New York was a one month long initiative created to shift perceptions of the New York City homeless, increasing not only awareness but interaction with a population often defined by stereotypes. By providing four homeless men with prepaid cell phones, a month of unlimited text messaging and Twitter accounts, Danny, Albert, Carlos and Derrick were able to tell their stories in their own words. Conversations that started online led to real life actions and results that impacted both the men and those who followed them.

Brand: Underheard in New York
Client: NYC Rescue Mission
Agency: BBH New York
Language: English

2012 BRONZE

Unsweetened truth

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
Language: English

2012 BRONZE

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
Language: English

FINALISTS

AdCouncil Fentanyl Awareness Substitute Dealers

Down Syndrome International Meet Kami

Magna fundraising Children: Testimony of War