Non-Profit / Pro-Bono / Public Service
Communications of a public service nature for a non-profit organization or association, including political messages, and special interest/trade group communications.
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PROGRAM
2008 SILVER
Infect Truth
In an environment where the tobacco industry spends $13.1 billion/year marketing their products, and where 80% of smokers start before they are 18, truth seeks to lower teen smoking rates by exposing the lies and deceptions of Big Tobacco and by giving teens the facts. With Infect, we made a lower budget work harder by employing an innovative web strategy that fostered deeper engagements with our consumer. Viral creative ideas, alongside social networks and mini-sites, resulted in 2,146,000 site visits, 154,259 trackable infection emails spread and 25,800 truth friends.
Brand:
Truth Initiative
Client:
American Legacy Foundation
Agency:
Arnold Worldwide
Language:
English
2008 BRONZE
Odds Campaign
Prevalence of Autism has drastically increased. In 2007, 1 in 150 children under the age of 10 will be diagnosed with Autism. However, parents lacked awareness and knowledge of the disorder. Our campaign objectives were to raise awareness of Autism, to educate parents about the prevalence of the disorder, and urge them to visit AutismSpeaks.org to learn more - all by communicating that Autism is more common than they think. The campaign has earned over $80 million in donated media and created a 35% rise in awareness.
Brand:
Autism Speaks
Client:
Ad Council
Agency:
BBDO New York
Language:
English
2007 GOLD
Not Even Once
The Montana Meth Project serves one clear purpose: to discourage teens 12-17 in the state of Montana from trying meth even once. Our objectives were to help prevent first time use, while also inciting a dialogue among the community about a meth epidemic. The campaign resulted in unprecedented awareness, a heightened education among teens about the dangers of trying meth even once, and a dialogue that reached far beyond the state of Montana. In fact, it has now been recognized by the White House as a model for the nation.
Brand:
Montana Meth Project
Client:
Montana Meth Project
Agency:
Venables Bell & Partners
Language:
English
FINALISTS
9/11 Day
State of Unitedness
Change the Ref
Shock Market
Seattle’s Union Gospel Mission
Catalyst of Choice
