Positive Change - Social Good: Non-Profit

Recognizing non-profit organizations and associations whose communications efforts have effectively driven positive change for society and successfully contributed back to the organization's purpose.  Campaigns must show measurable impact and pro

2024 BRONZE

Awaz Uthao – Child Abuse Awareness

The Government of Sindh launched a groundbreaking campaign addressing child abuse amid rising cases in Pakistan. Championing "Mein Masoom Hoon" ("I am innocent") as its ethos, this initiative, televised extensively across 41 channels, broke the norm of celebratory advertising on World Children's Day. This unconventional approach stood apart, highlighting a crucial issue rather than conformity. With no prior benchmarks, this effort aimed to drive mass awareness, signaling a departure from typical marketing endeavors. Its impact was marked by increased helpline engagement, sparking crucial societal conversations on an otherwise silenced topic

Brand: Sindh Government
Client: Government of Sindh
Agency: Digital Disruption
Language: English

2024 BRONZE

Doesn't Kill to Ask

To have a larger impact on gun violence, we shifted the conversation from ownership to access, and found a way to focus on gun safety that anyone could adopt. We created an empowering, practical approach to help break the taboo of talking about guns, and change the “drop-off” conversation among parents. Our “Doesn’t kill to ask” theme-line motivates people to embrace an awkward conversation to potentially save a life. Those exposed are 2.5x more likely to ask if there’s an unlocked gun in the house vs. unexposed.

Brand: Northwell Health
Client: Northwell Health
Agency: StrawberryFrog
Language: English

2024 BRONZE

Tear the Paper Ceiling

Tear the Paper Ceiling was a campaign to bring the problem of degree discrimination – the unquestioned practice of automatically denying jobs to millions of STARs (skilled workers who lack a four year degree) - into the public consciousness. We sparked a massive conversation that made an invisible barrier visible and encouraged everyone to begin to tear it down.

Brand: Opportunity@work
Client: The Advertising Council, Inc.
Agency: Ogilvy USA
Language: English

FINALISTS

Memorial Sloan Kettering Cancer Center Working with Cancer Pledge

Un Women Child Wedding Cards

NHS Organ Donation Waiting to Live: Shining a light on children waiting for a transplant