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Pro Bono & Social Marketing Showcase 2013-2014

Each year, the offices of Ogilvy & Mather throughout the world produce numerous campaigns on a pro bono basis, as well as campaigns for paying clients that address a variety of social causes - human rights, environmental and wildlife conservation, disease and illness and much more. These campaigns help raise awareness to some of the world’s most crucial issues, and play a vital role in raising funds and recruiting new members for the organizations they serve.

Our parent company, WPP, releases its annual Sustainability Report to highlight some of the important causes and campaigns that its companies produce. Below is the work that has been done by O&M that has been recognized in the 2013/2014 report. All of the entries here have not only been recognized as our agency’s top pro-bono and cause-related work, but have helped make the world a better place.

Campaign: Smarter Cities

Client: IBM

Company: Ogilvy & Mather Paris

Creating smarter cities will enable future sustainable economic growth. This campaign brings IBM's services for Smarter Cities to life through street furniture that makes life a bit easier for urban residents. Each one uses a billboard with a difference - from benches to rain shelters and stair ramps. IBM launched the idea in London and Paris, and hopes to take this idea to cities around the world and inspire citizens to think about simple ways they can help make their cities smarter.

Campaign: OK2TALK

Client: National Association of Broadcasters

Company: Ogilvy PR US

This campaign tackled the stigma which often surrounds mental illness and encouraged young adults experiencing mental health problems to share their stories via social media. TV and radio spots encouraged people to visit OK2TALK.org, a specially-designed website.

Results:

  • More than 320,000 TV and radio airings; reached 5 million young people via an in-school TV channel; more than 1.2 million page views on campaign website; 7% increase in calls to National Suicide Prevention Lifeline.

Campaign: Immortal Fans

Client: Sport Club Recife

Company: Ogilvy & Mather Brazil

Sport Club Recife is known for having some of the most passionate fans in Brazil. They are fans from birth to death. This campaign took their passion to the next level, and encouraged them to become a new kind of fan - the immortal fan. By becoming a registered organ donor, their hearts, eyes, lungs could keep cheering for Sport Club Recife even after their death.The idea offered a good reason to people who had never thought about donation to donate: their passion for their team.

Results:

  • 51,000 organ donation cards distributed; 61% increase in organ donations.

Awards:

  • Cannes Gold Lion.

Campaign: Same-Sex Marriage

Client: Google+

Company: Ogilvy PR and Ogilvy & Mather France

Ogilvy partnered with Google+ and the association Tous Unis pour l'Egalité to hold the first same-sex marriage in France using Hangout, Google+'s videoconferencing facility. French gay couples connected to a Mayor in Belgium (where same-sex marriage is legal) who conducted the ceremony. The campaign generated great visibility (with an equivalent of €400,000 in free media space) and engaged millions of people via Google+ Hangout.

Awards:

  • Gold Cannes Lion.
  • Prix d'Honneur at the Grand Prix de Communication & Enterprises.
  • PR Cristal at the Cristal Festival.
  • Seven Webby awards.

Campaign: Shame On Us

Client: WWF Thailand

Company: Ogilvy PR Bangkok

In Thailand, the legal ivory trade from local elephants resulted in illegal African ivory being laundered through the country. This three-pronged campaign was aimed at changing public indifference, winning round the business community and propelling the government into banning the local ivory trade.

Result:

  • The Thai Prime Minister formally announced to amend the national legislation aiming to ban all ivory trading in Thailand.

Awards:

  • Sabre Awards APAC.
  • Promotion Marketing Awards of Asia.

Campaign: Old Parts For New

Client: Orbis

Company: Ogilvy & Mather Hong Kong

Orbis carries out sight-saving operations in developing countries using a modified aircraft as a mobile eye hospital. When a new plane was needed in 2013, members of the public were encouraged to fund the new flying surgery by buying an Orbis pin, a small badge made from part of the old aircraft.

Campaign: Bald Cartoons

Client: GRAACC

Company: Ogilvy & Mather Brazil

This campaign sought to change peoples' perceptions of children with cancer. Favourite cartoon characters shaved their heads and appeared on TV, in the press and in social media to spread the message that "kids with cancer should enjoy their childhood like any other kid".

Results:

  • 127,824 visits to the charity's website and a 49% increase in fans on its Facebook page. The campaign reached 120 million people and achieved $5 million in earned media in just one week.

Campaign: Toothbrush Games

Client: LZG - Regional German Centre for Health Information

Company: Ogilvy & Mather Frankfurt

Ogilvy & Mather helped LZG get kids brushing their teeth by making it fun. The specially-designed game works on a tablet computers and is activated by the sound of the child brushing its teeth - as they brush they put out the fire but if they stop so does the game.

Results:

  • 5,600 downloads in the first six months.

Award:

  • Cannes Lions 2013 - Bronze Mobile Lions.

Campaign: Cleft to Smile

Client: Operation Smile

Company: Ogilvy & Mather Mumbai

Operation Smile provides free corrective surgery to children with cleft palates in India. This campaign used social media to raise awareness of the condition and Operation Smile's important work.

Results:

  • 16,000 tweets in two months.

Campaign: Helping Hands

Client: Dusseldorfer Tafel e.V

Company: Ogilvy & Mather Dusseldorf

The Düsseldorfer Tafel collects surplus food for those in need. To raise funds, Ogilvy & Mather Düsseldorf created a hand-shaped fork which was offered at gourmet food festivals in exchange for a €2 deposit. Festival-goers could choose to keep the fork and donate their deposit to the Tafel.

Results:

  • €50,000 raised in one month.

Campaign: We Stay

Client: Medecins Sans Frontieres

Company: Ogilvy & Mather Sao Paulo

This campaign for Médecins Sans Frontières (MSF), the humanitarian organisation, showed how human tragedies quickly become yesterday's news but MSF remains to help victims of disasters.

Campaign: The Art of Survival

Client: Franziskaner

Company: Ogilvy & Mather Dusseldorf

During the Night of Museums Event - one of the biggest cultural events in Düsseldorf - homeless people took part in art installations encouraging people to support the Franciscans' work for those in need. As well as this guerilla promotion, Ogilvy & Mather created a TV and cinema spot depicting a day in the life of a homeless person.

Results:

  • 33,000 meals provided for the homeless as a result of the campaign.

Results:

  • LIA 2013 - Silver and Bronze
  • Eurobest 2013 - Bronze

Campaign: Tagging Drive

Client: Once Again

Company: Ogilvy & Mather Bangalore

Once Again sells people's unwanted items to fund community projects. This Facebook campaign enabled people to use a special photo tag which took users to the Once Again page.

Results:

  • 50,000 items donated and sales revenue quadrupled.

Awards:

  • DMA Echo Award.
  • WARC Prize for Asian Strategy.

Campaign: Radio Rescue

Client: Sawa Mninjah

Company: Memac Ogilvy Dubai

According to Human Rights Watch, one domestic worker dies every week in Lebanon, through suicide or by trying to escape their employers. Radio ads encouraged workers suffering abuse to call a helpline number.

Results:

  • 4 domestic workers rescued.

Awards:

  • LIA 2013 - Radio Grand LIA.

Campaign: Women's Safety

Client: Mumbai Police

Company: Ogilvy & Mather Mumbai

Crimes against women are under-reported in Mumbai, sometimes due to a lack of trust in the police. This campaign used real police officers to show that any crimes reported would result in prompt police action. An internal campaign also ran to increase awareness among the city's police force.

Results:

  • 300% increase in calls to the police and a 180% increase in reporting crimes against women.

Campaign: Autocomplete Truth

Client: UN Women

Company: Memac Ogilvy Dubai

This campaign used real suggestions from Google's autocomplete function (fed by six billion searches daily) to expose the widespread prevalence of sexism and discrimination against women.

Results:

  • 1.2bn media impressions globally. Adweek's most shared campaign of 2013.

Campaign: Peace and Post

Client: Memory and Tolerance Museum

Company: Ogilvy & Mather Mexico

The peaceandpost.com website raises awareness of the impact of illegal weapons on society. This campaign encouraged visitors to sign a letter to President Obama supporting stricter controls on the sale of assault weapons.

Results:

  • >20,000 signatures and almost 15,000 tweets.

Campaign: Sweet Trick

Client: UNICEF

Company: Ogilvy & Mather Chile

To highlight the risk of child abuse, a man covered in candyfloss visited parks popular with children. As children flocked for a bite of free candy their parents were given a leaflet about protecting their children.

Results:

  • 468,956 YouTube views.

Campaign: The Ernest Hemingway Status Hijacker

Client: The Ernest Hemingway Foundation

Company: Ogilvy & Mather Chicago

This Facebook app, developed for the Ernest Hemingway Foundation in Chicago, raised awareness of the author's life and work among young people by hijacking the users' status updates on Facebook.

Results:

  • 45% increase in Facebook Likes.

Campaign: Rhino Horn

Client: WWF

Company: Ogilvy & Mather Vietnam

Demand for rhino horn in Vietnam contributes to poaching and rhino deaths in South Africa. This campaign aims to change attitudes by likening consumption of rhino horn to eating people's fingernails. Ads appeared on Facebook, in print, TV and outdoor with donated free media space, as well as being disseminated through the internal communication networks of corporations, NGOs and universities.

Results:

  • 2.2m people reached on Facebook, over 43,000 likes on the first image released and the number of fans on the WWF Vietnam Facebook page increased from 1,000 to almost 17,000.

Campaign: Vanishing Treasures

Client: WWF-Traffic

Company: Ogilvy & Mather Shanghai

Every eight minutes a wildlife species becomes extinct. Artist Mr. Wang Xieda brought this alarming fact to life by creating water paintings of endangered species in public spaces around Shanghai. Spectators were directed to a microsite where they can pledge not to consume endangered species.

Results:

  • The campaign caught the attention of China's State Forestry Administration, resulting in it putting stronger protection of biodiversity on the 2014 National Agenda.

Campaign: Fur Hurts

Client: PETA Asia

Company: Ogilvy & Mather Beijing

In Chinese fur farms, animals are often skinned alive and left to die in excruciating pain. The Chinese describe terrible suffering as 'the pain of a thousand needles'. This installation project used over 500,000 needles to highlight the suffering of animals and show that fur is only beautiful until you look closer.

Results:

  • 350,000 people pledged to give up fur.

Awards Included:

  • Cannes Lions 2013 - Two Design Lions, one Silver and one Bronze.
  • LIA 2013 - Gold and silver award.
  • D&AD 2014 - In Book award.
  • AD Fest 2014 - Design Lotus, Integrated Lotus and two Gold awards.

Campaign: Trees Save Wildlife, Wildlife Saves Trees

Client: WWF

Company: Ogilvy & Mather Gurgaon

This poster campaign features trees looking like endangered animals, representing the symbiotic relationship between trees and wildlife.

Results:

  • One Show Design 2013 - Gold Pencil.
  • Cannes Lions 2013 - Bronze Design Lion.
  • LIA 2013 - Bronze Award.

Campaign: One Piece of Garbage is Not Just One Piece of Garbage

Client: Mesogeios SOS

Company: Bold Ogilvy Greece

This campaign highlighted the fact that even a single piece of garbage can be more detrimental than one could possibly imagine, and encouraged people to take part in clean-ups on Greece's Mediterranean beaches.

Results:

  • 15,483 volunteers participated in 284 clean-up events across the country.

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