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
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2010 SILVER
I'm In
In March 2009, Detroit Public Schools (DPS) was facing bankruptcy, a $305 million deficit, a decade-plus of substantially declining enrollment, and now the public backlash of closing 29 schools. All told, DPS could lose as many as 16,750 students for the 2009/2010 school year - and millions in funding. DPS needed city families to believe great things happen at DPS. They didn?t need ads, they needed a movement. They got one. Results exceeded their enrollment projections and generated $49 million in funding - necessary for financial viability.
Brand:
Detroit Public Schools
Client:
Detroit Public Schools
Agency:
Leo Burnett USA
Language:
English
2010 BRONZE
The Graduation Problem -The Dropout Issue Reframed
By looking at the high school graduation problem through a new lens (the student's perspective), we were able to change the conversation surrounding the issue from one that prevented potential dropouts to one that promoted potential graduates. Our 'Boostup' program changed the tone of the conversation from negative to positive, resulting in more donated media, more involvement from teens and parents on boostup.org and ultimately involvement from the White House itself. Most importantly we were able to instill the notion that graduation is probable if we believe that it's possible.
Brand:
BoostUp
Client:
Ad Council
Agency:
Publicis New York
Language:
English
FINALISTS
Down Syndrome International
Meet Kami
Magna fundraising
Children: Testimony of War
Awareness of sexual harassement in the workplace
Nothing is allowed anymore
