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. 

2006 SILVER

You Don't Have to Be Perfect to Be a Perfect Parent

Looking at adoption from the point of view of the parents uncovered the barriers stopping the target audience from acting. The campaign dealt with an idea that removed the target audience's fear of failing and gave people permission to buy into the idea they were already interested in. In less than a year, phone inquiries have nearly tripled, the retention rate of prospects staying with the process through the end has increased from 4% to 26%, and more than 2000 foster children have already been adopted.

Brand: AdoptUSkids.org
Client: Ad Council
Agency: Kirshenbaum Bond + Partners
Language: English

2006 BRONZE

$1 Buys Four Meals

Despite a diminutive advertising budget of $80,000 and increasing competition for the attention of inundated potential donors, the Greater Chicago Food Depository was able to provide more than 23 million meals to the hungry people of Chicago with the help of the $1 Buys Four Meals campaign. In doing so, the campaign exceeded its objective of raising enough money to buy more meals than ever before.

Brand: Greater Chicago Food Depository
Client: Greater Chicago Food Depository
Agency: Leo Burnett USA
Language: English

2005 GOLD

Early Intervention Youth

In the fight to combat the escalating numbers of teens who enter into drug-treatment on a daily basis, a strategy was devised to leverage the powerful influence that teens have on their friends decisions to use or not to use drugs. The strategic solution motivated and empowered teens to recognize and accept their moral obligation to intervene on behalf of a friend who uses drugs or alcohol. This campaign increased awareness of the importance of intervening, significantly changed teens' beliefs about stepping in and helping their friends, as well as their ability to do so, and resulted in a spike of traffic to the web-site which provided more detailed information about when and how to intervene successfully.

Brand: THE ANTI-DRUG
Client: Office of National Drug Control Policy
Agency: Ogilvy & Mather
Language: English

FINALISTS

9/11 Day State of Unitedness

Change the Ref Shock Market

Seattle’s Union Gospel Mission Catalyst of Choice