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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2023 BRONZE
Teenage Dream
As tumultuous news pushed youth gun violence to the sidelines, Sandy Hook Promise knew they needed to evoke deep emotions to break through. We juxtaposed a pop-cultural embodiment of our collective youthful ideal – Katy Perry’s #1 hit “Teenage Dream” – with the real-life experiences of school shooting survivors, exposing the huge gap between our idealization of high school and the reality students face today. With no paid media, we gained broad exposure, broke through, shifted opinions, and drove action across the cultural spectrum.
Brand:
Sandy Hook Promise
Client:
Sandy Hook Promise
Agency:
BBDO New York
Language:
English
2023 GLOBAL GRAND CONTENDER
Unseen Emergencies
People equate the need for blood with national emergencies, natural disasters, mass shootings or other cataclysmic events. But NZ Blood face the equivalent need of these events every day - we just don’t see them. "Unseen Emergencies" woke New Zealanders up to the fact that any person, any time, in any place, could be faced with a life-threatening situation that required blood – and they happen every hour, every day. This is the story of how reframing daily events as unseen emergencies created the largest donor jump in 5 years.
Brand:
New Zealand Blood Service
Client:
New Zealand Blood Service
Agency:
YoungShand
Language:
English
2022 BRONZE
UNseen Story
Genital mutilation, domestic violence, marital rape … illegal to show but in many countries legal to do. How do you raise awareness of these issues when you can’t legally show them? ‘The UnSeen Story’ leveraged a grey area in media regulations to shine a light on gender-based violence. By pixelating pictures of these atrocities paired with direct copy, suddenly unseen issues became seen.
Brand:
United Nations Women
Client:
UN Women
Agency:
MullenLowe
Language:
English
FINALISTS
9/11 Day
State of Unitedness
Change the Ref
Shock Market
Seattle’s Union Gospel Mission
Catalyst of Choice
