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

2023 SILVER

Teenage Dream

As tumultuous news pushed youth gun violence to the sidelines, Sandy Hook Promise knew they needed to evoke deep emotions to break through. We juxtaposed a pop-cultural embodiment of our collective youthful ideal – Katy Perry’s #1 hit “Teenage Dream” – with the real-life experiences of school shooting survivors, exposing the huge gap between our idealization of high school and the reality students face today. With no paid media, we gained broad exposure, broke through, shifted opinions, and drove action across the cultural spectrum.

Brand: Sandy Hook Promise
Client: Sandy Hook Promise
Agency: BBDO New York
Language: English

2023 SILVER

Shock Market

“I’ll do everything in my power to protect the American people from the epidemic of gun violence” - President Biden But after a year in office, nothing changed. Without relying on a mass shooting or a body count, Shock Market weaponized gun violence data to generate enough earned media and social conversation pressure to demand accountability from the one person who could leverage his executive power to take action. And a little over a month and 2.49B earned media impressions later, he actually did.

Brand: Change the Ref
Client: Change The Ref
Agency: MullenLowe US
Language: English

2023 BRONZE

Enough 2 Share

Due to the pandemic and the George Floyd crisis in our backyard, food insecurity in Minnesota rose 40%. As the state’s major food bank, Second Harvest Heartland is responsible for 1,000 partner food shelves. The usual $1 million holiday giving goal wasn’t going to be enough. Our experimental campaign and change in approach from "giving" to "sharing" led to 47.68MM impressions, a 306% increase in social media CTR, 86% more new user web traffic, and a crisis-averting 190% increase in donations in just 8 weeks. Resulting in a 422% ROI.

Brand: Second Harvest Heartland
Client: Second Harvest Heartland
Agency: Preston Spire
Language: English

FINALISTS

GUNS DOWN AMERICA GUN SURVIVOR REVIEWS

Brook Never Sent without Consent

Theirworld Infinity Classroom