Winner: American Academy of Orthopaedic Surgeons
Title of Entry: 2012 AAOS Public Service Campaign – “Sedentary”
Location: Rosemont, IL
American Academy of Orthopaedic Surgeons
Category: 139. PSA
How do you get kids off the couch and away from their video games, computers, and television? That was the problem facing the American Academy of Orthopedic Surgeons. A sedentary lifestyle leads to health problems. Without physical activity (a recommended 35-60 minutes a day) a child will not build strong bones setting them up for health problems as adults. To ring the alarm, the AAOS produced a PSA targeting parents. The PSA, which may hit a little too close to home for some people, cleverly contrasts an obese child with his slightly infirmed grandmother. The directing and acting are very strong and as good as most prime commercials seen on national television. The cinematography also is exceptional bringing to life what might otherwise be staid scenes. The result is both funny and sad delivering a strong message to the core audience.
Title of Entry: CENTURY 21 Moves Into SimCity Social
Location: Aarhus C, Denmark
Client: Grundfos Industrial Solutions
Category: 177.Corporate Image
Grundfos Industrial Solutions provides all different kinds of pumps to customers all around the world. Recently, the Danish company wanted a a corporate image highlighting the company and its products. Not a sexy topic, right? M2Films of Denmark was given the job of taking a mundane, but important product and making it look attractive, if not sexy. What seemed like an insurmountable task turned into a clever film with a very expansive view. With a wink and a nod, M2Films takes viewers on a whirlwind, worldwide tour of all things pumps. The cinematography is exceptional and the editing magical. No narration was needed for this film. The symphony score, “In the Hall of the Mountain King”, sets the mood and carries the film with ease.
Winner: Lynn Univervity
Title of Entry: #lynndebate Social Media Campaign
Location: Boca Raton, FL
Category: 3c.Social Campaign
Lynn University played a prominent role in the 2012 Presidential Campaign. The Boca Raton, Florida university hosted the third and final debate between Pres. Barack Obama and challenger Mitt Romney. The third debate was the most important for each candidate, especially for the President who faltered in the earlier exchanges. Lynn University was in a unique position to increase branding and raise awareness, especially with 59 million viewers tuning in. The administration utilized a social media campaign before, during, and after the debates to capitalize on the event. Leveraging Facebook, Twitter, YouTube, Flickr, Google+, Tumblr, foursquare, and Instagram, Lynn University reached out to the country and the world. On the night of the debate, the school’s hashtage, #lynndebate, was trending top 3 nationwide and top 5 worldwide. The total number of debate related tweets totaled 6.5 million. In addition, the university produced 52 debate related videos and 2,000 debate photos. Lynn University was only established in 1962 and has fewer than 2,000 undergraduates. For a small school, the university scored big in its social campaign.
Winner: Cohn and Wolfe
Title of Entry: It takes a mouse to save a fish
Location: New York, NY
Client: Project Kaisei
Category: 242. Pro Bono
How can a goldfish save an ocean? If you know the answer to that than you are aware of the recent pro bono efforts of a New York public relations and communications agency to alert the world to an aquatic disaster. In the northern Pacific Ocean there is a floating garbage patch twice the size of Texas called the Plastic Vortex. Every year, 60 billion tons of plastic is created of which only 5% is recycled. The plastic tossed onto beaches or into rivers is swept into the Pacific and currents carry it to the Plastic Vortex.
Cohn and Wolfe challenged its employees to help. 500 of them in 18 offices around the world volunteered for this outsized task. A campaign was created centering around a goldfish named Kai. The facebook based, 24/7 eco-reality show centered on whether Kai would be taken from his clean environment and placed in a plastic-polluted tank. Not only did the campaign raise awareness of the growing problem, it opened collaboration and communication among the Cohn and Wolfe workers.
The staff sent emails and traditional press releases to global leaders, media, friends, families, and other contacts. The facebook site received visitors from 83 countries with over 140,000 views. The 500 tweets reached 4.7 million followers. The campaign was covered on-line and off-line by major media publications. Even Hollywood celebs sent shout-outs to Kai via twitter. Money raised was sent to the non-profit group Project Kaisei. One Cohn and Wolfe executive said, “This is a great way to show how we live our brand and to showcase our creative and digital market leadership.” It’s also a great way to save a goldfish and an ocean.
Winner: Hangar 30 Inc.
Title of Entry: Wingman Project
Location: Denver, CO
Client: Air National Guard Safety Directorate
Category: 60. Mobile App
It seems about everyone has a mobile app for something these days, from the profane to the profound. Most seem to be for games and the rest informational. Apps also hold the possibility that they can provide a public service. Hangar 30, a Denver based marketing agency, developed a suicide prevention app for the Air National Guard. The app is called Wingman and provides simple tools that not only identify potential suicide victims, but also offer contacts and lifelines to intervene anywhere in the country. The interface is easy to navigate and allows users to quickly access pertinent information. Though developed for the Air National Guard, this app could easily be modified for other professions and social classes.
Winner: Dr. Craig Oster
Location: Haslett, MI
Nomination Title: THE HEALERS
Category: TV Pilot
Through our pro bono program we get to meet some incredibly interesting and inspirational people. One of our friends, Dr. Craig Oster, was diagnosed in 1994 with ALS, better known as Lou Gehrig’s disease. We met Dr. Craig in 2009 through a video produced pro bono by Scott Allman Productions, entitled Grateful to Be Here. While most victims of Lou Gehrig’s disease die within 3-5 years of diagnosis, Dr. Craig has fought the degenerative neuromuscular disease for 18 years. Along the way, he earned a Ph.D. in clinical psychology at Michigan State University and served as an inspiration to the many healers and patients that daily grapple with the disease. With the help of Troy Anthony Garriga, Jr. and Brandon Klock, Dr. Craig has produced a pilot for a television series called THE HEALERS. It is a holistic approach to healing that is intended to give people who are suffering physically, mentally and emotionally, the inspiration and hope they that thought was beyond their grasp.
Winner: Hilton Worldwide
Title of Entry: Hilton Worldwide Celebrates Inaugural Global Week of Service
Location: Boston, MA
Client: Hilton Worldwide
Category: 107. Special Event
Many “special events” entered into the AVA’s usually involve conventions, seminars, or employee gatherings. But Hilton Worldwide wanted to create an event that would make a difference in communities across the planet. Hilton challenged employees to get involved whether in Michigan or Mumbai. The first annual Global Week of Service event furthered the company’s vision to “fill the earth with light and warmth of hospitality.” Hilton partnered with Feeding America, Global FoodBanking Network and other non profits along with hundreds of local community organizations. In just eight days, team members at more than 600 properties completed 800 volunteer projects in 401 cities around the world. Events ranged from rebuilding community centers to mentoring young people to restoring natural habitats. Hilton even created a website to track Team Member and property volunteer projects. Some of projects tackled were new, but others were an extension of on-going community partnerships.