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. 

2004 GOLD

Think Again

In a world of sad faces and heartbreaking messages about millions of neglected, disadvantaged and abused children, how do you intrigue potential volunteers to get involved when they already feel ___too human__ for the task? The BBBSA campaign was designed to debunk all the myths about mentoring and generate interest in getting involved with BBBSA. Nine months later, the campaign had an unprecedented success in generating response, beyond any expectations that BBBSA had initially; mentoring applications soared, website visits more than doubled and toll free calls increased by more than 2,000%. The ___Think Again__ campaign has proven to transform perceptions about mentoring and, in doing so, broke the vicious circle the child mentoring category was in.

Brand: Big Brothers Big Sisters of America
Client: Big Brothers Big Sister of America
Agency: Lowe and Partners
Language: English

2004 SILVER

John Hickenlooper for Mayor

Despite running against many better-known and better-funded career politicians, JohnHickenlooper's election victory unexpectedly propelled a political novice, brewpub owner, and self-described "geeky white guy" into the Denver mayor's office by the widest margin in Denver mayoral election history. Hickenlooper's refreshing and critically lauded television campaign, coupled with strategic paid and earned media plans, enabled his campaign to overcome a crowded field of political veterans, raise over $2 million, and secure endorsements from all major Denver publications. The enormous success of Hickenlooper's TV spots enabled the campaign to exceed every goal it set, including fundraising , building support with the press, and persuading voters, running away with the May primary by a 20-point margin (43% to 23%), and ultimately winning the June runoff election 65% to 35%.

Brand: John Hickenlooper for Mayor
Client: John Hickenlooper for Mayor
Agency: North Woods Advertising
Language: English

2004 SILVER

USO Public Service Announcement Campaign

How do you gain national exposure for a non-profit organization with a budget of only $300,000? The 2003 public service announcement campaign for the USO garnered over $14 million in media value in six months. National television and radio spots aired 69,359 times on 855 outlets in 220 cities in 50 states. A benchmark of other PSA campaigns showed this USO campaign indexed 361% higher than the average campaign. Donations were up 73% over the same period last year, reflecting American's rekindled commitment to support the troops who support the troops.

Brand: USO
Client: United Service Organizations
Agency: Williams Whittle Associates
Language: English

FINALISTS

Foundation Lachezar Tsotsorkov Together against colon cancer

9/11 Day State of Unitedness

Change the Ref Shock Market