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. 

2001 GOLD

Question It

For years the tobacco industry has played on the rebellious nature of teens to market their products. We have used the very same strategy to turn the tables on big tobacco. By giving teens the facts and letting them know they were being targeted, "Question It," helped cause declines in smoking among Mississippi teens at rates that is among the highest in the nation.

Brand: The Partnership for a Healthy Mississippi
Client: The Partnership for a Healthy Mississippi
Agency: Maris, West & Baker
Language: English

2001 SILVER

The truth Campaign

'Following the 1998 Master Settlement Agreement between the Tobacco Companies and the nation's Attorney's General, The American Legacy Foundation launched the truth campaign to reduce youth tobacco use in America. The truth brand put teens in control to deconstruct the myths and lies about tobacco. With a strong presence in TV, Print, Radio, Out-of -Home, Grassroots promotions and the internet, truth achieved a 77% awareness among its core audience of teens 12-17.'

Brand: Truth Initiative
Client: American Legacy Foundation
Agency: Arnold Worldwide
Language: English

2001 SILVER

Have Fun With History

The challenge was to get kids excited about the Library of Congress' new website & its American history content. Talk about your uphill battles! Kids don't expect history to be fun, and you can't convince them that history is fun in thirty seconds. So instead of trying to make history fun, the campaign makes fun of history using the stupid humor kids love. And the fabulous results speak for themselves!

Brand: americaslibrary.gov
Client: Ad Council
Agency: DDB Chicago
Language: English

FINALISTS

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Change the Ref Shock Market

Seattle’s Union Gospel Mission Catalyst of Choice