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 GOLD

TurnOut

While the issue of gay marriage is an easy political hotbed for vested interests to take advantage of, the rights of people hang in the balance. Consistent with its mission to secure equal opportunity for all people regardless of sexual orientation or gender expression, the Gill Foundation embarked on a campaign to open more minds to the truth that many in America are denied their rights as Americans. As a result of this campaign, polling has shown that each target market had significant changes both in awareness levels and public opinion - importantly, not only increasing awareness and allies, but decreasing negative opinions.

Brand: Gill Foundation
Client: Gill Foundation
Agency: DDB Seattle
Language: English

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

FINALISTS

Foundation Lachezar Tsotsorkov Together against colon cancer

9/11 Day State of Unitedness

Change the Ref Shock Market