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

2020 GOLD

Be a Masshole, Not an Asshole

Male Massachusetts residents are 38% less likely than female residents to agree with the LGBTQ movement. So how do you get them to advocate for and vote to uphold transgender rights? You just tell them to be themselves.  Redefining the term “Masshole” as the champion of civil liberties, our social film reminded Massachusetts citizens, especially men, that only a real asshole would deny rights to their neighbors. “Be a Masshole, Not an Asshole” increased conversation and advocacy among an unlikely audience, helping uphold transgender rights during the 2018 midterm elections.

Brand: Yes on 3 Coalition
Client: MullenLowe U.S.
Agency: MullenLowe U.S.
Language: English

2020 GOLD

Gracie

There’s no greater deterrent than getting caught red-handed, but with limited volunteers, Street Grace couldn’t intercept more child sex buyers seeking to arrange services via text messages. We created Gracie, an artificially intelligent chatbot that intercepts and fools sexual predators into thinking a real child is being sold for sex. Over the first five months of Gracie's launch, she doubled the number of intercepts, while also creating the single biggest verifiable study on sex trafficking.

Brand: Street Grace
Client: Street Grace
Agency: BBDO Atlanta
Language: English

2020 SILVER

NHS 'We are nurses. We are the NHS.'

After years of NHS real term funding cuts, staff shortages and costly recruitment practices, we have narrowed the shortfall and reversed a catastrophic decline in UCAS nursing applications. We have laid the foundations of a critical legacy, building for the future, not just the now, transforming the NHS’ long-term recruitment strategy and saving the NHS millions with a campaign ROI of £14.9:1. Most importantly, we’ve helped protect our nation’s health, particularly pertinent as Britain faces its ‘greatest threat since World War Two’.

Brand: National Health Service
Client: NHS England
Agency: MullenLowe London
Language: English

FINALISTS

The National Center for Missing and Exploited Children Runaway Train 25

Goodwill Industries International Bring Good Home

Change The Ref Fearful Girl