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. 

2005 GOLD

Early Intervention Youth

In the fight to combat the escalating numbers of teens who enter into drug-treatment on a daily basis, a strategy was devised to leverage the powerful influence that teens have on their friends decisions to use or not to use drugs. The strategic solution motivated and empowered teens to recognize and accept their moral obligation to intervene on behalf of a friend who uses drugs or alcohol. This campaign increased awareness of the importance of intervening, significantly changed teens' beliefs about stepping in and helping their friends, as well as their ability to do so, and resulted in a spike of traffic to the web-site which provided more detailed information about when and how to intervene successfully.

Brand: THE ANTI-DRUG
Client: Office of National Drug Control Policy
Agency: Ogilvy & Mather
Language: English

2005 SILVER

Things Can Get Pretty Ugly When You're Bored

Following up on the success of their campaign to adults, the Ad Council's Afterschool Alliance decided to target teens. These 9-14 year old generally prefer to go home after school. The Afterschool Alliance sought to convince them they would have more fun attending an after school program. By focusing on how staying home was actually not cool, we got teens interested in after school programs, evidenced by significant traffic to the Afterschool Alliance's dedicated website.

Brand: Afterschool Alliance
Client: Afterschool Alliance
Agency: DDB Chicago
Language: English

2004 GOLD

Think Again

In a world of sad faces and heartbreaking messages about millions of neglected, disadvantaged and abused children, how do you intrigue potential volunteers to get involved when they already feel ___too human__ for the task? The BBBSA campaign was designed to debunk all the myths about mentoring and generate interest in getting involved with BBBSA. Nine months later, the campaign had an unprecedented success in generating response, beyond any expectations that BBBSA had initially; mentoring applications soared, website visits more than doubled and toll free calls increased by more than 2,000%. The ___Think Again__ campaign has proven to transform perceptions about mentoring and, in doing so, broke the vicious circle the child mentoring category was in.

Brand: Big Brothers Big Sisters of America
Client: Big Brothers Big Sister of America
Agency: Lowe and Partners
Language: English

FINALISTS

Foundation Lachezar Tsotsorkov Together against colon cancer

9/11 Day State of Unitedness

Change the Ref Shock Market