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. 

2002 BRONZE

Vote 2000

In the 1996 election, less than 33 percent of 18- to 24-year olds went to the polls nationwide. To get out the vote our strategy was to fly under the radar with a message they couldn't write off as standard advertising over-promise. We showed them that they DO have opinions and they used them every day. On a shoestring budget, we achieved a double-digit increase in voter turnout in 2000 over 1996.

Brand: League of Women Voters of Minneapolis
Client: League of Women Voters of Minneapolis
Agency: Colle+McVoy
Language: English

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

FINALISTS

Foundation Lachezar Tsotsorkov Together against colon cancer

9/11 Day State of Unitedness

Change the Ref Shock Market