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.

FILTER BY:

PROGRAM

2024 BRONZE

Polio Outbreak

Addressing misconceptions about the polio vaccine and interrupting outbreak to achieve polio-free Pakistan despite repeated vaccination drives. Polio vaccination faces reluctance due to myths like impotency and haram ingredients where 28% believe the disease is harmful. Touching hearts with moving tales to establish ‘You have to decide today if you want your child to walk tomorrow’ Developed a comprehensive media campaign encompassing PSAs, docudramas, and media advocacy. Cases dropped from 20 to 05 with 81% net reach. and 29% avg. ad recall & 15% avg. docudrama recall.

Brand: Polio Eradication
Client: Pakistan Polio Eradication Programme (Pakistan)
Agency: Synergy Advertising
Language: English

2024 BRONZE

Tear the Paper Ceiling

Tear the Paper Ceiling was a campaign to bring the problem of degree discrimination – the unquestioned practice of automatically denying jobs to millions of STARs (skilled workers who lack a four year degree) - into the public consciousness. We sparked a massive conversation that made an invisible barrier visible and encouraged everyone to begin to tear it down.

Brand: Opportunity@work
Client: The Advertising Council, Inc.
Agency: Ogilvy USA
Language: English

2024 BRONZE

Through Their Eyes

The ASPCA faced a two-pronged challenge: consumers continued to associate the brand with the 2007 campaign featuring Sarah McLachlan’s “Arms of an Angel” and, post-COVID, donations had stagnated. We were tasked with changing perceptions to drive donations. Through a more compelling, complete brand story and a sophisticated media plan that guided consumers on a journey to donation, we broke through. We changed perceptions by increasing awareness of key ASPCA programs by as much as 14%, increased incremental donations by 40%, and grew revenue by 57% in test markets vs. control.

Brand: American Society for the Prevention of Cruelty to Animals (ASPCA)
Client: The American Society for the Prevention of Cruelty to Animals (ASPCA)
Agency: Laughlin Constable
Language: English