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 GOLD

Go Where Others Don't

The campaign successfully established a distinct "brand" identity for PAL behind a powerful message of "Go Where Others Don't". In doing so, it helped PAL exceed its objectives of driving awareness, donations, volunteerism, and participation in PAL programs. The advertising message was breakthrough and particularly motivating among our four key target groups: donators, volunteers, parents, and kids. The campaign was rooted in the truths that PAL goes further into troubled neighborhoods to help; that PAL volunteers go further to devote time in helping disadvantaged kids realize a brighter future; that money donated to PAL goes further to assist the most needy kids; and consequently, that PAL kids go further in life...to go places where others don't.

Brand: Police Athletic League(PAL) of New York City
Client: Police Athletic League
Agency: BBDO New York
Language: English

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

FINALISTS

Foundation Lachezar Tsotsorkov Together against colon cancer

9/11 Day State of Unitedness

Change the Ref Shock Market