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 GOLD

Book Burning Party

Troy Public Library would close for good unless voters approved a tax increase. With little money, six weeks until the election, facing a well organized anti-tax group whod managed to get two previous library-saving tax increases to fail, we had to be bold. We posed as a clandestine group who urged people to vote to close the library so they could have a book burning party. Public outcry over the idea drowned out the anti-tax opposition and created a ground-swell of support for the library, which won by a landslide.

Brand: Troy Public Library
Client: Troy Public Library
Agency: Leo Burnett/Arc Worldwide Detroit
Language: English

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

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