Non-Profit Publicity Campaigns Honored for Creativity and Innovation

Innovative advertisements created for non-profit organizations around the world were honored last month at the 39th Annual Clio Awards in New York.

An Australian campaign designed for the International Campaign to Ban Landmines won a gold Clio. The organization scattered circular stickers, approximately six inches in diameter, on busy sidewalks in Melbourne. When passersby who had stepped on the disks stopped to remove them from their shoes, they were greeted with the message “You’ve Just Had Your Leg Blown Off!” The disks also had statistics illustrating the problem of land mines around the world and the number of a toll-free telephone hotline to call for more information.

A campaign devised for Child Welfare, a charity in Johannesburg, featured a trash can fitted with a motion-detection sensor and a computer chip. Whenever someone walked near the can, which was placed on street corners, the chip played a recording of a baby crying. Concerned pedestrians who checked inside found information on child neglect and abandonment in South Africa. The campaign won a bronze Clio.

More than 17,000 entries were submitted to the competition, and the winners were selected by a committee of 29 advertising executives.

Following is a list of the non-prfoti campaigns that won awards:

BILLBOARD

Silver: “Nobody Ever Says You’ve Been Watching Too Much Art,” a campaign comparing television watching to museum going, created by BBDO West (Los Angeles) for the Santa Monica Museum of Art; “Stop Anti-Semitism in Switzerland Before It’s Too Late,” a campaign to draw attention to anti-Semitism in Switzerland, created by McCann-Erickson (Zurich) for the Jewish Committee Against Antisemitism (Zurich).

POSTER

Silver: “Keep off the Grass,” “Curb Your Dog,” and “Shoplifters Will Be Prosecuted,” a poster series to point out that drunk driving is a crime, created by PSK Advertising (Boston) for Mothers Against Drunk Driving-Connecticut State Organization (Woodbridge).

Bronze: “Dentist,” “Nap,” and “Lead Singer,” a campaign to increase the number of students who attend classical-music concerts, created by BBDO South (Atlanta) for Emory University Classical Concerts (Atlanta); “Sense,” a campaign to publicize world hunger, created by Casadevall Pedrno & Prg (Barcelona) for Action Hunger (Barcelona); “Bin,” a campaign on the problem of neglected and abandoned children, created by Network (Johannesburg) for Child Welfare (Johannesburg).

PRINT

Gold: “You’ve Just Had Your Leg Blown Off!” a public-awareness campaign on the problem of unexploded landmines worldwide, created by Young & Rubicam Mattingly (Melbourne, Australia) for the International Campaign to Ban Landmines.

Bronze: “Microphone,” “Devil’s Music,” and “Black Man,” a poster and print campaign highlighting the history of blues music and its influence on American culture, created by Lawler Ballard Van Durand (Birmingham, Ala.) for the Delta Blues Museum (Clarksdale, Miss.); “God-Fearing Man,” a campaign to educate Wisconsin residents that domestic violence is a statewide problem that crosses cultural, racial, religious, and socioeconomic lines, created by William Eisner & Associates (Hales Corners, Wis.) for Wisconsin Domestic Violence (Milwaukee); “Save,” an advertisement that encourages readers to use Greenpeace’s World-Wide Web site to learn more about the group’s conservation efforts, created by Giovanni Comunicacoes (Rio de Janeiro) for Greenpeace International (Amsterdam); “To Feel How Important It Is, Stop Breathing,” a campaign to promote rainforest preservation by showing the link among the forests, air quality, and human health, created by Young & Rubicam (Sao Paulo, Brazil) for Foundation S.O.S. (Sao Paulo); “Rottweiller,” “Labrador,” “Persian Cat,” and “Cocker Spaniel,” an advertising campaign to encourage people to adopt stray and abandoned animals as pets, created by Saatchi & Saatchi (Singapore) for the Society for the Prevention of Cruelty to Animals (Singapore); “I’m Not Living on the Street,” “I Sleep But I Never Dream,” and “I Was Thrown Away,” magazine advertisements that urge readers to support charities that help the poor, created by Martin/Williams Advertising (Minneapolis) for Catholic Charities of the Archdiocese of St. Paul and Minneapolis

TELEVISION/CINEMA

Silver: “Frog,” a television advertisement that warns of the dangers of global warming, created by Basement (London) for Greenpeace; “Unconditional,” a television ad showing the virtues of adopting a pet, created by Suburban Advertising (Jersey City) for Companion Animal Placement (Hoboken, N.J.).

Bronze: “Skinheads,” an advertisement encouraging greater religious and ethnic tolerance, created by DDB Needham (New York) for the Museum of Jewish Heritage-A Living Memorial to the Holocaust (New York); “Zaire,” a campaign that details human-rights abuses in Zaire, created by George Patterson Bates (Sydney, Australia) for Amnesty International (Broadway, Australia); “Toy Gun,” a commercial designed to show the dangers posed by handguns in the home, created by BBDO (New York) for Cease Fire (Washington); “Whales,” a television advertisement that pays tribute to the work of the late oceanographer Jacques Cousteau, created by Northcote Ogilvy & Mather (Santiago, Chile) for Greenpeace; “ABC,” a television advertisement to discourage young people from using crack cocaine, created by Palomar Pictures (Los Angeles) for Partnership for a Drug Free America (New York); “Desecration,” a television campaign to urge people to avoid buying Cambodian religious relics looted from historic sites, created by Ogilvy & Mather (Singapore) for the Royal Angkor Foundation (Phnom Penh, Cambodia); “Beach,” a television campaign to promote animal adoption, created by Suburban Advertising (Jersey City) for Companion Animal Placement (Hoboken, N.J.); “If Only Women,” an advertisement that promotes the importance of self-examinations in the early detection of breast cancer, created by Leo Burnett (Singapore) for Singapore Breast Cancer Society-Awareness; “Jogger,” a television commercial that shows how cancer changes a patient’s life, created by the Richards Group (Dallas) for the University of Texas, M. D. Anderson Cancer Center (Houston).