July 15, 1999 | Read Time: 1 minute
Advertising Campaigns Conducted by 9 Charities Snare ‘Addy’ Awards
A stark black-and-white newspaper and magazine campaign designed to draw attention to the growing problem
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9 Charities Are Honored With ‘Addy’ Awards
of asthma among children was one of nine advertisements created for non-profit organizations that were honored last month with American Advertising Awards, also known as Addy’s.
The ads, created for the American Lung Association, use the words “AIDS” and “cancer,” written in large white block type on a black background, to grab the reader’s attention. Then, in smaller type, the ads explain that asthma affects millions more children than either of those diseases and asks, “Now will you take asthma seriously?”
The Addy competition, which recognizes creative excellence in the advertising industry, is sponsored by the American Advertising Federation in Washington. This year’s contest drew more than 60,000 entries.
Also among the winners was a multimedia effort to publicize an exhibit at the California Museum of Photography.
The exhibit featured the work of a photographer who spent six years taking pictures of city life throughout 1,200 square miles in urban Los Angeles County. The photographer used a grid map to divide the area into quarter-mile squares, and then traveled to each location and photographed it. The advertising material included postcards of some of the photographs, a promotional kit arranged in a brushed-metal box that contained photos reproduced on heavy stock paper, plus a CD-ROM demonstration and invitations to the show.
