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Q. Nonprofit Campaign of the Year


Winner
Campaign Title

Driving Dogs
Client

SPCA/MINI
Agency

DraftFCB New Zealand

The perception of shelter dogs that they are victims had made SPCA’s job of finding homes for these animals a real challenge and SPCA needed to change it. Meanwhile, its long-standing sponsor Mini also wanted to help SPCA in this initiative, to increase awareness of this partnership and also to make a real difference to the SPCA. SPCA and Mini employed a strategy to show the intelligence and trainability of SPCA dogs: teaching them to drive a Mini. The campaign faced two significant challenges: to teach a dog to drive with no camera tricks and to show it live on news TV in order to make the story credible. It started off with teasers to reveal the idea through prime-time news television show Campbell Live, before it further engaged the nation with training footage across PR and social media that posed the question ‘Can a dog drive a car? Tune-in one week later to find out’ in order to keep people intrigued emotionally. Finally, the idea was shown live on national TV to prove that the idea was actually possible.

Certificate of Excellence
Campaign Title

Preemie Hope Campaign
Client

The Korean Society of Neonatology
Agency

The Communications Enzaim

The campaign was launched to increase awareness of premature births, enhance social support and policies and educate caregivers. It employed an emotional approach using patient stories. A ‘Preemie Hope Event’ commemorated Prematurity Day (17 November), to draw social attention.

Certificate of Excellence
Campaign Title

Running for HOPE
Client

HOPE Foundation for Cancer Care
Agency

Strategic Public Relations Group

The campaign was launched to promote the prevention and cure of cervical cancer, with the inaugural trans-island ‘Running for Hope’ event calling on women to pay attention to such disease. The event took place on Valentine’s Day to arouse greater attention and encouraged men to express their concern for the health of their loved ones. Websites provided live daily broadcasts of the run and the importance of cervical cancer screening.

Honourable Mention
Campaign Title

End Hunger in Australia
Client

Foodbank Australia
Agency

Red Agency

Every year, two million Australians require food relief. To raise awareness of hunger in the country, Foodbank and the Red Agency created the End Hunger in Australia report that provided an overview of the scale of the problem, the issues affecting it, and what can be done. A pop-up gallery was also launched, showcasing the faces of real people who rely on food support from around the country. A total of 12 MPs attended the launch, and the campaign garnered an audience potential reach of more than 60 million.