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. 

1996 GOLD

Vince and Larry

Our campaign effectively utilized our long-standing heroes, Vince and Larry, to raise awareness of the misuse of child safety seats. Because Vince and Larry are entertaining we are able to persuade broadcasters to air our message. Because Vince and Larry are likable and non-threatening we are able to persuade our non-users to listen and change their habits.

Brand: Safety Belts
Client: U.S.D.O.T./Ad Council
Agency: Leo Burnett USA
Language: English

1996 SILVER

1995 U.S. Open

The USGA is a non-profitable organization, funded by its members, whose mission is to protect and preserve the game of golf. In 1995, the organization found itself in direct competition for new members with the Professional Golf Association (PGA) and even serious golfers were confused about the difference between the two organizations. Insights from research led the USGA to an effective creative strategy that leveraged the USGA's unwavering mission to upholding the spirit of the game in image building, PSAs, direct respondent TV and direct mail communications. Overall, the campaign was an unprecedented success, generating a 60% increase in new memberships over 1994, well above plan.

Brand: United States Golf Associations
Client: United States Golf Association
Agency: Fallon McElligott
Language: English

1996 BRONZE

If PBS Doesn't Do It, Who Will?

To combat a rapidly changing and aggressive competitive climate, PBS created a pool of commercials to enhance national image. The campaign demonstrates the unique value PBS offers by positioning itself as the premiere source of quality, informational entertainment and enriching programming in a non-commercial environment. The advertising differentiates PBS and communicated a clear and focused brand identity in order to more effectively compete for consumers' attention and legitimize the call for continued support. Finally, the national campaign was developed to be more adaptable for local use-supporting an integrated marketing effort across all communications.

Brand: PBS
Client: Public Broadcasting Service
Agency: Hal Riney & Partners
Language: English

FINALISTS

9/11 Day State of Unitedness

Change the Ref Shock Market

Seattle’s Union Gospel Mission Catalyst of Choice