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. 

2003 SILVER

Child Hunger

Creating a probono camapign for a worthy cause like child hunger seemed like an easy enough task when 'Feeding Children Better,' a non-profit partnership between ConAgra and America's Second Harvest, first asked our agency to launch their multi-year campaign. However, we quickly discovered that an inherent disbelief of child hunger in the US and numerous stereotypes confounding the issue necessitated tackling the problem differently; that is, before we could generate awareness, we needed to make people believe this problem actually existed. Along with changing attitudes of disbelief and blame, we wanted to generate concern, discussion and action in solving the problem on a personal as well as a societal level. By creating advertising that openly acknowledged our target's initial disbelief of the problem and painted a vivid, emotionally-charged picture of child hunger that they couldn't dismiss, we were able to achieve our campaign goals.

Brand: Feeding Children Better
Client: Ad Council
Agency: BBH
Language: English

2003 SILVER

Message From America

During one of the world's most defining moments, "Message From America" enabled Sony to help in a meaningful and impactful way as it led a collaboration of disparate constituencies. The campaign drove participation and excitement, doubling expectations for both recorded messages and website visits. The integrated program connected with every American and reached its intangible goal of providing an intimate way to touch the hearts of Americans at home and abroad.

Brand: Message From America
Client: Sony Electronics Inc.
Agency: Young & Rubicam New York
Language: English

2003 BRONZE

This Is The American Cancer Society

The "This Is" campaign effectively created awareness and increased use of the American Cancer Society's services for cancer patients, exceeding all of the campaign goals, despite formidable market conditions. The campaign overcame the challenges of marketing a nonprofit organization in a post-9/11 marketplace by striking an emotional chord that was relevant and inspiring to people touched by cancer. This advertising was successful in transforming consumer perceptions about the Society, and most importantly, generating an unprecedented response in just eight weeks on air.

Brand: American Cancer Society
Client: American Cancer Society
Agency: T.G. Madison
Language: English

FINALISTS

9/11 Day State of Unitedness

Change the Ref Shock Market

Seattle’s Union Gospel Mission Catalyst of Choice