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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2009 SILVER

End Petlessness

Selling pet adoption is never an easy task. Most shelters try to do it with altruistic pleas and cliched images of pets in cages. Rather than focus on what people can do for pets, the conversation was reframed to ask: What can pets do for people? By casting pets as solutions to human problems and showing how they can make people happier, this campaign achieved marked increases in both visits and donations and broke adoption records with 96% of all animals being adopted.

Brand: Oregon Humane Society
Client: Oregon Humane Society
Agency: Leopold Ketel & Partners
Language: English

2009 BRONZE

Critter Quest

On Christmas day, 2007, a zoo visitor was mauled to death by a tiger. In the aftermath, media frenzy ensued, and attendance plummeted 66% from the previous year. The zoo rushed to fix the problem by building higher, safer walls around the tigers. However, the improvements seemed to have an adverse effect, creating an emotional divide between man and animal. It became clear that the agency needed to restore the broken bond and remind consumers that the zoo is fun and a safe way to connect with animals.

Brand: The San Francisco Zoo
Client: The San Francisco Zoo
Agency: BBDO West
Language: English

2008 GOLD

Rage Against the Haze: The Movement

The monies from the Tobacco Settlement spent in SC were some of the lowest in the nation. The state has the lowest tax on cigarettes and some of the highest smoking rates. A sustainable, youth-led anti-tobacco use movement was created that used no traditional media and spread the word through peer-to-peer engagement. The results are 4,000+ active, out-there, participating on their own, members as well as results from a 2006 study found that SC has had one of the highest smoking rate drops in the nation - 19.1%.

Brand: Rage Against the Haze (SC DHEC)
Client: SC Department of Environmental Health & Control
Agency: Brains on Fire
Language: English