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

2015 SILVER

Make Them Visible

NYC Rescue Mission needed to re-engage New Yorkers around the plight of the homeless. This required an emotionally disruptive idea that could pierce the "invisible mental shield" New Yorkers use to tune out homeless people around them. Instead of an ad, we created a social experiment that forced New Yorkers to see the homeless through new eyes. The experiment went viral, made headline news, generated 40MM in earned impressions, and increased volunteer recruitment by 20%. The video launched a much greater outcome than these quantitative results. It helped us actualize the idea that New Yorkers needed to see the homeless as their family and humanize them. As a result, the Make Them Visible Foundation was born separate of the New York City Rescue Mission to advocate and raise funds for organizations across America combating homelessness and hunger. The Foundation strives to shift the voice of the media and position the homeless as not problems to be fixed but lives to be gained. After all, people are the world's greatest natural resource.
 

Brand: New York City Rescue Mission
Client: New York City Rescue Mission
Agency: Silver + Partners
Language: English

2015 BRONZE

Animal Instincts Pet Condoms

Every 12 seconds, a healthy, adoptable dog or cat is euthanized. Not the offspring of homeless street animals but of cherished family pets. While the solution is simple have pets spayed/neutered, for owners, its far from easy as sterilization of their pets often translates into self-emasculation. Partnering with SF SPCA, we launched Animal Instincts Pet Condoms, disrupting skeptics with condom brochure dispensers and starting a global conversation with consumer generated content. Its ridiculous nature drove home the idea that the only real fix is to spay/neuter their pets.

Brand: SF SPCA
Client: San Francisco SPCA
Agency: Geometry Global
Language: English

2014 GOLD

Smoking Kid - A Personal Message to the Smokers

Thai Health Promotion Foundation (THPF) has operated and aggressively promoted free hotline, 1600 Quitline to help smokers kick the habit. Despite the high investment, the number of calls remained considerably low. The campaigns failed to create long-term behavioral change. Smoking Kid employed a new approach for anti-smoking campaign which communicated with smokers on a personal level. With no media spending, Smoking Kid had an enormous impact with massive earn media beyond Thailand. The campaign was sparking conversation and inspiration about quit smoking around the world.

Brand: Thai Health Promotion Foundation
Client: Thai Health Promotion Foundation
Agency: Ogilvy & Mather Advertising Thailand
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