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

2010 GOLD

'Great Coffee for the Greater Good'

People's City Mission, a non-profit homeless shelter, formed the Mission Bean Coffee Company, a for-profit entity whose proceeds would be used to help fund the operations of the Mission. With big dreams and no budget, this tiny new brand was launched in the face of aggressive and well-entrenched competitors including Starbucks, Folgers and Maxwell House. Compelling advertising and design, built around the promise - buy one bag, feed one homeless person - drove retail grocery sales to exceed goal by 32%, generating tens of thousands in proceeds to feed the homeless.

Brand: People's City Mission
Client: People's City Mission
Agency: Bailey Lauerman
Language: English

2010 SILVER

I'm In

In March 2009, Detroit Public Schools (DPS) was facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment, and now the public backlash of closing 29 schools. All told, DPS could lose as many as 16,750 students for the 2009/2010 school year - and millions in funding. DPS needed city families to believe great things happen at DPS. They didn?t need ads, they needed a movement. They got one. Results exceeded their enrollment projections and generated $49 million in funding - necessary for financial viability.

Brand: Detroit Public Schools
Client: Detroit Public Schools
Agency: Leo Burnett USA
Language: English

2010 BRONZE

The Graduation Problem -The Dropout Issue Reframed

By looking at the high school graduation problem through a new lens (the student's perspective), we were able to change the conversation surrounding the issue from one that prevented potential dropouts to one that promoted potential graduates. Our 'Boostup' program changed the tone of the conversation from negative to positive, resulting in more donated media, more involvement from teens and parents on boostup.org and ultimately involvement from the White House itself. Most importantly we were able to instill the notion that graduation is probable if we believe that it's possible.

Brand: BoostUp
Client: Ad Council
Agency: Publicis New York
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