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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PROGRAM
2011 SILVER
Be That Woman
The Washington Area Women's Foundation started the "Be That Woman" movement in 2009 to attract a new breed of socially connected donors during the recession. Based on the insight that when we invest in women and girls, we all grow, the movement employed a powerful, animated viral video, blogger outreach, a website with consumer generated content and social media to build a community of engaged supporters. That year they raised nearly as much as they had in the previous 3 years combined. And the average donation size was up 35%.
Brand:
Washington Area Women's Foundation
Client:
Washington Area Women's Foundation
Agency:
RP3 Agency
Language:
English
2011 BRONZE
Here's to Doing Good: Finnegans Brand Re-launch
After nine years on the regional scene, beer drinkers had heard of Finnegans, but surprisingly few were aware of their charitable mission- to fight poverty by giving 100 percent of the company's profits to local charities. Yes, 100 percent, as in every last penny. When asked to revitalize the Finnegans brand, increase its distribution and sales, and gain more awareness and understanding of the righteous mission behind the brand, we saw that as a ten-gallon opportunity.
Brand:
Finnegans Irish Amber
Client:
Finnegans Irish Amber
Agency:
Martin Williams
Language:
English
2010 GOLD
'Great Coffee for the Greater Good'
People's City Mission, a non-profit homeless shelter, formed the Mission Bean Coffee Company, a for-profit entity whose proceeds would be used to help fund the operations of the Mission. With big dreams and no budget, this tiny new brand was launched in the face of aggressive and well-entrenched competitors including Starbucks, Folgers and Maxwell House. Compelling advertising and design, built around the promise - buy one bag, feed one homeless person - drove retail grocery sales to exceed goal by 32%, generating tens of thousands in proceeds to feed the homeless.
Brand:
People's City Mission
Client:
People's City Mission
Agency:
Bailey Lauerman
Language:
English
FINALISTS
Un Women
Child Wedding Cards
NHS Organ Donation
Waiting to Live: Shining a light on children waiting for a transplant
AdCouncil Fentanyl Awareness
Substitute Dealers
