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. 

1999 SILVER

Today's the Day

"Today's the Day" was able to overcome a feeling that the Bronx Zoo was irrelevant to families that lived 50 to 75 miles away. By capturing the feeling of wonder and learning that is intrinsic to the Bronx Zoo, and placing these ads in their environment, we were able to increase attendance from these formerly rare visitors 35% in just one year!

Brand: Bronx Zoo
Client: Wildlife Conservation Society
Agency: Young & Rubicam New York
Language: English

1999 SILVER

Land Campaign - Protecting the Nature of Massachusetts

By simplifying and clarifying its message, the Massachusetts Audubon Society set all new records for membership and charitable contributions, and shifted the market's perception from one of "elitist, suburbanite, bird watchers" to that of an important cause-related organization.

Brand: The Massachusetts Audubon Society
Client: THe Massachusetts Audubon Society
Agency: Cohn Godley Norwood
Language: English

1999 BRONZE

Would've

Convince women over the age of 50 to get a mammogram by speaking to their daughters. Urge these caring daughters to talk to their mothers about getting a breast examination. Create special Mother's Day greeting cards as a way to open a dialogue between mother and daughter. Utilize a celebrity whose mother has contracted breast cancer to relate to daughters in an emotional way and to garner free media support.

Brand: American Cancer Society
Client: American Cancer Society, Illinois Division
Agency: DDB Needham Chicago
Language: English

FINALISTS

9/11 Day State of Unitedness

Change the Ref Shock Market

Seattle’s Union Gospel Mission Catalyst of Choice