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. 

1997 BRONZE

Today's The Day

The "Today's The Day" campaign was developed to entice our core target to visit the Bronx Zoo was always changing the advertising was able to reinforce what the regular visitor relished and at the same time begin work on shifting a key barrier keeping our lapsed visitors from visiting regularly. The campaign was not only successful in increasing advertising awareness/influence measures, but more importantly, played a major role in dramatically increasing the Bronx Zpoo's attendance figures.

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

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

FINALISTS

Foundation Lachezar Tsotsorkov Together against colon cancer

9/11 Day State of Unitedness

Change the Ref Shock Market