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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2008 GOLD
KCA's Media Ambush of the iPhone Launch
With only $600 Keep A Child Alive, a small AIDS charity battling against bigger competitors and a charity-fatigued public were able to ambush the launch of Apple's eagerly anticiplated iPhone. By leaning into frame with smart media thinking they galvanized the new digital landscape of networks to own the mainstream media for a week, gather over 20mm media impressions and raise over $100k that saved literally thousands of lives.
Brand:
Keep A Child Alive
Client:
Keep A Child Alive
Agency:
Anomaly Communications
Language:
English
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
FINALISTS
Foundation Lachezar Tsotsorkov
Together against colon cancer
9/11 Day
State of Unitedness
Change the Ref
Shock Market
