The newest social media celebrity, Chatpat, is a 10-year-old from Mumbai who shares “gyaan,” or life advice, that can compete with anything said by an adult.

Problem
SOS assists approximately 45,000 children in India, hence they are reliant on donations to finance their development initiatives. When your business has trouble marketing its unique offering and, as a result, is not well known among the general public, it is challenging to gather donations.

Insight
Corporate support is the most dependable and consistent source of money for any nonprofit. We developed a system to use corporate marketing budgets, which are ample, to donate money to SOS. We provide these businesses/brands with their money’s value in return.

Idea
FCB India, FCB Chicago, and Kinnect came together to create and recruit SOS Children’s Villages, India’s first brand ambassador – #Chatpat, to help the childcare NGO in creating awareness and helping it raise funds for the homeless and destitute. This social movement has been exceedingly successful, with multiple brands coming on board. On Children’s Day ’21, a 10-year-old boy – Chatpat, from the streets of Mumbai, shared ‘gyaan’ videos around quirks from the streets. While his videos instantly started winning hearts, there was an underlying message of the harsh reality of a 10-year-old living and surviving on the streets that got noticed. SOS Children’s Villages India (SOSCVI) has been doing great work over the last 60 years, but this campaign puts them on the global map. It was not only a breakthrough idea for the NGO to garner corporate donations but also one that uniquely enhanced brand value by recreating some of their iconic work around a social cause. Generosity is at its very best, where #Chatpat gave to the brand first!

Awards: Kyoorius Advertising Awards

Credits
Client: SOS Children’s Villages India
Entrant: FCB India LLP Advertising Ltd + Kinnect

In Colombia, the lockdown due to COVID-19 lasted almost two years. During this time, home violence reports dropped, getting dangerously close to zero. This turned on the alarm because, according to statistics, the country has been among the sexiest and most violent towards women in the last 70 years.

With two of the most recognized chefs in the country, Maisa Foundation created 45 minutes cooking Instagram LIVE that looked normal at first sight. Still, it allowed women to make a secret report by adding to the recipe rosemary, parsley, or cilantro as a final ingredient and publishing a photo of the dish in a story with the hashtag #ItIsTimeToDoIt. This signal alerted us of abuse without calling the attention of the aggressors. After the LIVE, a specialized Maisa Foundation team gave the victim personalized legal orientation.

Credits
Client: Maisa Foundation (Fundación MAISA)
Advertising Agency: Ariadna Communications Group, Bogotá, Colombia
Campaign category: Public Interest, NGO, Health
Regional Chief Creative Officer: Andrés Riaño
Head of Art: Gabriel Perdomo
Creative Director: Samuel Torres
Senior Art Director: Sergio Vega
Art Director: Angie Giraldo
Copywriter: Andrés Riaño, Samuel Torres
Account Executive: Laura Cecilia Rodríguez
Production: Fishbowl Audiovisual
Film Director :Mateo Chávez, Camilo Báez
Post-production: La Combi Productions
Post-production director: Andrés Villegas
Editor and Animator: Jonathan Vargas
Sound Studio: Laika Studio
Sound Producer: Carlos Calvo

Against nuclear programs, forced labour camps, and an infamous, brutal dictator, thousands of North Koreans escape. Their stories go primarily untold – a cause that people across the globe could affect. So, we needed a new way to break through all the noise coming out of North Korea – a way that flips the script and gets people talking about the North Korean refugee crisis.

So, we enlisted the glorious leader, Kim Jong-Un’s help. Kim Jong-Un took to major job search sites and announced unlimited job openings in North Korea that anyone in the world could apply for.
In case anyone doubted Kim, we populated his LinkedIn profile to include achievements like his sanctioned nuclear plants and child labour programs and a commercial for his recruitment campaign. Kim got on Twitter for his cabinet and hand-selected his picks – picks like Leonardo DiCaprio as the Minister of Environment. But, in the end, every applicant was redirected to a landing page for Liberty in North Korea, a non-profit aimed at helping North Korean refugees.

LinkedIn shut down the campaign after seven days. But, in those seven days, donations to LiNK were up 427%, with new visitors contributing 42% of the total. Over 50 news outlets picked up the story, further expanding our reach. Best of all, we did it with virtually no spent media.

Credits
Advertiser: LiNK (Liberty in North Korea)
Advertising Agency: Part Time Lab, New York, USA
Campaign: The Greatest Recruit
Creative Director: Tomic Lee
Art Directors: Myeongseok Cheon, Junggle Kim
Copywriters: Jared Powell, James Breakwell, Andrew Kim
Cinematographers: Pierre Pater, Pedro Torres, Diego Pernia, David Torres

They are changing their watermark to change the world.
Their images showing seas and oceans will have a ‘plasticmark’ instead of our typical watermark. With this, they want to make the pollution of the oceans by plastic and microplastic visible. They are also creating an easy way for you, their customers and partners to actively help free the oceans from plastic.

Every licensed picture supports global projects to free the sea from plastic waste.
Anyone who licenses one of their sea or ocean images and thus frees it from the ‘plasticmark’, is not only doing so symbolically: a part of the license fee goes to global projects that work to remove plastic waste from our oceans for real.

Because the oceans are drowning in plastic, this global problem is growing. The issue is significant enough for the UN to pass a historic resolution at its environmental assembly in Nairobi in March: a legally binding agreement to end plastic pollution by the end of 2024. They want to contribute to this goal with Clear The Rights, Clear The Ocean.

Credits
Agency: Jung von Matt NECKAR
Campaign: Clear The Rights Clear The Ocean
Brand: Mauritius images

Credits
Brand: Goonj NGO
Campaign: Little Needs
Art: Unmesh Nayak
Category: Print Advertising

Fondation Emergence created a symbolic object, a 54-second watch, to highlight this injustice. 6 seconds less for every colour of the LGBTQ+ flag. The watch was created as part of an awareness campaign for May 17th, the International Day against homophobia and transphobia. For more, visit: http://www.54-secondwatch.com

May 17th is not yet officially recognized by the UN; thus we’re launching a petition to make it happen. In addition to wearing the watch, you can show your support by signing the petition: https://chng.it/rSfX7hqJ4k

The 54-second watch is an initiative of the Fondation Émergence, a non-profit organization fighting against homophobia and transphobia. For more, visit: https://www.fondationemergence.org/

Download The 54 Seconds Watch face for Wear OS

Credits
Client: Fondation Émergence / International Day against Homophobia and Transphobia
Agency: Havas Montreal
Tags: Fondation Emergence, Havas, Canada, Switzerland, North America, Europe, Digital, Film, Integrated, Public Interest, NGO, LGBTQ Advertising, The 54-Second Watch

It’s bigger than every one of us, that sleep in a comfy bed, than food delivery, than vacation tickets, for the long-awaited concert or a new superhero movie in theaters—we are watching one in real-time right now. Our plan is freedom and victory. And each one of us is doing amazing at it. Giving up is not an option for sure.

This is a national rebirth. This is us, Ukraine.

Credits
Brand: Ukraine for Ukraine
Advertising Agency: Senate Agency, Kyiv, Ukraine
Campaign: 672 hours A month of war
Tags: Public Interest, NGO, Digital Film, Russo-Ukrainian War, 672 hours A month of war, War in Ukraine

Almost 3 billion people are currently using automated voice software. Research by Brookings, a leading non-profit organization, states that 92.4% of smartphone assistants have traditionally featured female-sounding voices. Furthermore, according to Gartner, people will have more conversations with voice assistants than with their spouses. This form of AI is increasingly a part of our daily life. However, there have been numerous reports of widespread sexist and sometimes abusive language from users.

‘Shut up Sexism’ was created to highlight sexist or gender bias behaviour found when engaging with virtual assistants with female voices and names. A study by UNESCO (2019) outlined how virtual assistants responded to verbal abuse. As an example. When a user says ‘‘You are hot”, the replies vary from “How can you tell? You say that to all the virtual assistants” to “Thank You.”

Credits
Agency Network: Wunderman Thompson
Campaign: Shut up Sexism
Brand: Unilever
Tags: #LuxShutupSexism #LuxStopSexism #StopSexism #ShutUpSexism, Singapore, Electronics, Technology, Public Interest, NGO

Bangladesh ranks in the top 10 countries with the highest levels of child marriage. 51% of young women were married before turning 18.

Lockdowns further limited the incomes of many daily wage earners, forcing their migration back to rural Bangladesh.

The Child Marriage Prevention Loan (CMPL) is a conditional zero-interest microfinance loan that helps poor parents to start sustainable businesses if they meet the following three criteria.
The loan applicants must be parents of 12- to 18-year-old girl children. Secondly, the girls cannot be married before the legal age. Lastly, they must be educated until the end of high school.

IPDC and Amal acquire, validate, and authorise loan applications based on these criteria. Then, the press release adds that parents commit to marrying their daughters off only after they are of legal age and have completed high school.

The loan is subsequently presented to the parents in front of their local communities by IPDC and Amal Foundation officials. Amal Foundation aids the parents in establishing sustainable businesses after the loan is issued. They also give business management training.

These parents have a 30-day grace period. Then, Amal Foundation collects weekly loan instalments on behalf of IPDC and surveys the girls’ schooling and the business. These payments are then used to fund more loans for other interested parents.

IPDC and Amal Foundation hope to reduce discrimination through the CMPL by providing sustainable income sources to impoverished families in rural Bangladesh. This, in turn, will help transform these girls from being burdens into assets and help alleviate poverty.

Credits
Advertising Agency: Grey – AKQA, New York
Tags: Film, Bangladesh, Finance, Public Interest, NGO, Amal Foundation, IPDC Finance, WPP, Child Marriage Prevention Loan, Zero-interest loan

Credits
Advertising Agency: Sala 10 Comunicação, João Pessoa, Brazil
Copywriter/Creative Director: Kiko Malheiros
Creative Director: Dann Costara
Art Director: Oscar Siqueira
Head Of Art: Igor Daniel Lima
Account Executive: Victor Paiva
Tags: Creative Print Ads, Brazil, Public Interest, NGO, Prefecture of Cabedelo, saladez, Swallow your racism, Prefecture of Cabedelo, Print Advertising, Best creative Ads, Best Print Ads, Creative Advertising, Advertising agency in João Pessoa, Brazil

 
In a move designed to celebrate the unseen contributions of female coders, Girls Who Code is launching “Missing Code,” a digital campaign that illustrates how broken the internet would be if not for the work done by women. The campaign was made possible by the generous support of the Lyda Hill Philanthropies’® IF/THEN® Initiative and created in partnership with a women-led team at independent agency Mojo Supermarket. “Missing Code“ kicks off on December 7th for Computer Science Education Week and will run throughout the week on Girls Who Code social media channels and www.missing-code.com.

In 2020, women made up just 26 percent of computing jobs. The campaign highlights the contributions of women in tech and shifts perceptions of what a programmer looks like while also drawing attention to the gender gap.
 

 
“There is still a perception out there that coding isn’t for girls, but that’s not true—we know that women coded a huge part of the web,” said Reshma Saujani, founder and CEO of Girls Who Code. “With this campaign, we’re hoping to inspire the next generation of women coders by showing them what the world would look like if they weren’t building it, designing it, coding it. Because without their contributions, the world as we know it would fall apart.”

The “Missing Code” campaign features an interactive portal where visitors can surf an alternate, dystopian internet missing the code written by women. The portal features mocked-up homepages of top platforms—including Teen Vogue, Sephora, and Adidas — reprogrammed to show how crucial women are to the field.

“We are thrilled to support our partner Girls Who Code on the ‘Missing Code’ campaign, which reinforces the important roles women have played in building the web,” said Nicole Small, CEO of Lyda Hill Philanthropies® and co-founder of the IF/THEN® Initiative. “We know that ‘IF she can see it, THEN she can be it’ and hope this campaign will inspire more girls to follow in the footsteps of the brilliant women who came before them.”

“We needed something that grabs attention and changes the way people see this industry,” explained Mo Said, founder and Chief Creative Officer of Mojo Supermarket. “Everyone thinks of coders as nerdy guys in loose-fitting hoodies. We wanted to engage teens and change that perception. How do you show that the internet needs women coders? By showing just how much it would suck without them.”

Credits
Production Company: division7
Agency: Mojo Supermarket
Tags: Non-Profit campaigns

 

 
82.4 million people worldwide had to leave their homes, families, and lives due to persecution, war, violence, or human rights violations. With this new campaign, Emergency – an Italian NGO that provides free, high-quality healthcare to victims of war, invites each of us to think about the consequences of war through the eyes of those who experienced it. Let’s make 2022 a year of peace, not war.

Credits
Advertising Agency: Ogilvy, Milan, Italy
Production Company: The Family Film
Post Production Company: Iggy Post
Tags: Heartwarming Film, Public Interest Ads

The International Committee of the Red Cross (ICRC) has served the people of Afghanistan for 30 years. And it’s not stopping now. The NGO remains operational across the country but urgently needs people to donate and support its cause.

55% of people who engage with non-profits on social media take action. 59% of them donate money. And in the face of this humanitarian crisis, these are the people who could be encouraged and convinced to donate.

To generate much-needed support for the organization, we created a data-led film, ‘React For Real’. Inspired by the timeless expression, ‘If I had a dollar for every time…’, the film demonstrates the potential monetary value of people’s reactions on social media.
To do this, Agency conducted an intensive data analysis of social media reactions and research on real-time needs in Afghanistan for ICRC.

“Millions of people turned to social media to show their solidarity and support to the Afghan people. We wanted to show how powerful that collective concern could be on the lives of Afghans if we had a dollar for every social media post. We hope this film encourages people to support our work in Afghanistan as winter sets in and families are struggling to have the basics they need to survive,” stated Ewan Watson, head of campaigns, media relations, and content at the ICRC.

Faysal Abdul Malak, managing director of Wunderman Thompson UAE, added, “The urgency of the cause meant that the film had to be created in record time and with a bare minimum budget. However, despite the low production costs, the team used powerful imagery and statements to make a lasting impression on the viewer. We’ve proved that emotional appeal does not always have to rely on a high spend – you need a good idea, a passionate team, and a brilliant client, all of which we have in droves.”

Credits
Campaign: React For Real
Advertising Agency: Wunderman Thompson, Dubai, United Arab Emirates
Tags: Non Profit Organisation, Violence, Best nonprofit campaigns 2021, NGO, Social Media Campaign

 

 
The water emergency affects 319 million people in the southern hemisphere, mainly in sub-Saharan Africa, and causes the death of 2 million children under five. The water is contaminated with bacteria and viruses, such as typhoid and cholera. Action Against Hunger, a global NGO committed to fighting the world’s hunger and thirst problems, has decided to launch a fundraising campaign to allocate new projects to purify water. But it did so using a different strategy than other NGOs: it decided to make the problem tangible, an issue far removed from the everyday lives of donors. It decided to make the problem tangible, a problem far removed from the daily lives of donors, by bottling the contaminated water and creating the Water of Africa brand. An actual product to touch the problem first hand. Thousands of bottles of dirty water, whose label, instead of showing all its qualities, as other brands do, shows all the diseases contained in the polluted water.
 

 
After creating the brand, Action Against Hunger launched it with a clear call to action: donate to make the water drunk by 319 million people the least consumed in the world. The water of Africa was launched in shops, museums, e-commerce, food app delivery, restaurants, and advertised in the press, with product placement, on social networks by influencers, with the sponsorship of sporting events, and above all was promoted by the testimonials who have launched other water brands in Italy, such as Carlo Cracco. The campaign crossed the Italian borders and reached the European Parliament with President Sassoli. Together with other MEPs, launched an appeal to stop the water emergency and make Water of Africa the least drunk water in the world.

Credits
Advertiser: Action Against Hunger
Category: Direct Marketing, Italy, Public Interest Ads, NGO, Awareness Campaign, Outdoor Ads, Outdoor Campaigns, Awareness Ads

Protect the elephants from extinction. In the last 100 years, 93% of all elephants have been killed. Without the protection of national parks, at the current rate of killing, elephants will be extinct by 2030. To save the wild animals in Africa, we need to act now before the most well-known animals go extinct. Therefore we need National Park Rescue to protect them from poachers.
 

 

 

 

 
Credits
Advertising Agency: Featuring Design, Amsterdam, Netherlands
Client: National Park Rescue
Tags: Print Campaign, Creative Ads, Public Interest, NGO, Creative Print Ads, Save Animals Poster, Wildlife Emergency Service