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
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
2007 SILVER
Remember Segregation
Memory of Dr. Martin Luther King Jr., and the civil rights struggle in the U.S. has been fading. The goal was to revive a visceral connection to the civil rights era and engage people in the reason for honoring the legacy of Dr. King. The solution, the world's first segregated advertising campaign, allows our audience to experience discrimination firsthand and feel the sting of separate but equal.
Brand:
RememberSegregation.Org
Client:
RememberSegregation.Org
Agency:
DDB Seattle
Language:
English
2007 BRONZE
Boostup
In tackling the issue of drop out prevention we needed to show students as potential graduates not potential drop outs. Celebrating their effort to stay in school, we gave ten cameras to ten at risk kids to document their experience of struggling to graduate. The reality of their stories gave the cause a real voice and identity, increasing our chances of media pick up. We exceeded our goals generating 400% increase in broadcast TV media detections and tripling the amount of time teens across America spent with the issue.
Brand:
Drop out Prevention
Client:
Ad Council
Agency:
JWT
Language:
English
FINALISTS
Foundation Lachezar Tsotsorkov
Together against colon cancer
9/11 Day
State of Unitedness
Change the Ref
Shock Market
