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. 

2003 GRAND

Infect truth

In an environment where the tobacco industry is spending $9.57 billion on marketing their products and where 80% of smokers start smoking before they are 18, truth set out to lower smoking rates among teens. The truth campaign accomplished this by exposing the lies and deceptions of Big Tobacco and by giving teens the facts and conversational context they needed to avoid getting played by Big Tobacco. And it does so with ingenuity and impact. Over the course of the campaign, smoking among high school students dropped 17.9 percent. The testament to the effectiveness of this campaign, is the fact that an increase in truth advertising (measured by gross rating points - GRP's) is associated with a statistically significant decrease in smoking. These results are valid even after accounting for other variables, such as cigarette tax increases.

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

2003 SILVER

Child Hunger

Creating a probono camapign for a worthy cause like child hunger seemed like an easy enough task when 'Feeding Children Better,' a non-profit partnership between ConAgra and America's Second Harvest, first asked our agency to launch their multi-year campaign. However, we quickly discovered that an inherent disbelief of child hunger in the US and numerous stereotypes confounding the issue necessitated tackling the problem differently; that is, before we could generate awareness, we needed to make people believe this problem actually existed. Along with changing attitudes of disbelief and blame, we wanted to generate concern, discussion and action in solving the problem on a personal as well as a societal level. By creating advertising that openly acknowledged our target's initial disbelief of the problem and painted a vivid, emotionally-charged picture of child hunger that they couldn't dismiss, we were able to achieve our campaign goals.

Brand: Feeding Children Better
Client: Ad Council
Agency: BBH
Language: English

2003 SILVER

Message From America

During one of the world's most defining moments, "Message From America" enabled Sony to help in a meaningful and impactful way as it led a collaboration of disparate constituencies. The campaign drove participation and excitement, doubling expectations for both recorded messages and website visits. The integrated program connected with every American and reached its intangible goal of providing an intimate way to touch the hearts of Americans at home and abroad.

Brand: Message From America
Client: Sony Electronics Inc.
Agency: Young & Rubicam New York
Language: English

FINALISTS

Foundation Lachezar Tsotsorkov Together against colon cancer

9/11 Day State of Unitedness

Change the Ref Shock Market