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

2013 GOLD

Tips from Former Smokers

Very simply, smoking kills. To address this major public health issue, the CDC wanted to develop the very first federally funded national tobacco education campaign. The Tips from Former Smokers campaign contains hard-hitting, emotional ads that shed light on the health consequences of tobacco use by featuring the powerful true stories of real people who struggle daily with their disabilities caused by smoking while encouraging smokers to quit. Initial research indicates the 12-week campaign was a major success, with thousands reaching out to the quitline or website for free help.

Brand: US Centers for Disease Control & Prevention (CDC)
Client: US Centers for Disease Control and Prevention
Agency: Arnold Worldwide
Language: English

2013 SILVER

"Give something that means something"

When the Red Cross needed to increase fundraising during the all-important Holiday season, we realized securing more monetary donations required securing more PSA media donations. We discovered the key to appealing to PSA Directors was appealing to their audience. We did this by creating a campaign that recaptured the true meaning of the Holidays, and invited people to give something that means something. This appealed successfully to PSA Directors, who increased our National airtime by 2.5 times, and led to a 28% increase in donations, well above our +5% goal.

Brand: American Red Cross
Client: American Red Cross
Agency: BBDO New York
Language: English

2013 SILVER

Keep Her In The Game

By age 14, girls drop out of sports at twice the rate boys do. In revealing this statistic, our fundraising campaign for the Womens Sports Foundation united all those touched by women's athletics and got them to post pictures of themselves as 14-year-old athletes. They helped the WSF spread the message to keep girls in the game an idea that launched a new platform for the WSF. The efforts resulted in overwhelming support and donations, giving the WSF the boost they needed to keep more girls in the game.

Brand: Women's Sports Foundation
Client: Women's Sports Foundation
Agency: TBWA\Chiat\Day Los Angeles
Language: English

FINALISTS

Memorial Sloan Kettering Cancer Center Working with Cancer Pledge

Un Women Child Wedding Cards

NHS Organ Donation Waiting to Live: Shining a light on children waiting for a transplant