Pro Bono & Social Marketing Showcase 2011-2012

Each year Ogilvy & Mather offices around the world produce numerous campaigns on a pro bono basis as well as for paying clients that address some of the world's most pressing challenges – from global warming to domestic violence to wildlife conservation to poverty reduction. The work we do helps organizations recruit new members, raise money and publicize important issues.

Fifteen of these cases were selected by our parent company WPP for inclusion in their annual Sustainability Report and website. The work featured here ran in 2011 and the first quarter of 2012. They have won awards, inspired movements and produced results for their respective causes.

You can view and download the entire WPP Sustainability Report and see work from other WPP group companies here.


Campaign: 50 Blueprints for the Future
Client: Lebenshilfe (Life aid)
Company: OgilvyOne Frankfurt

Lebenshilfe has been helping people with intellectual disabilities in Frankfurt for 50 years. In 2011, OgilvyOne worked pro bono to create a campaign to raise awareness for the charity's anniversary and to raise donations. Instead of looking back over the past 50 years, OgilvyOne painted a vision of the future for Lebenshilfe.

Campaign: Add Hope – Wall of Hope
Client: KFC
Company: Ogilvy & Mather Johannesburg

Hunger kills more people than AIDS, TB and malaria combined. It is the world's leading health risk. In response to this, KFC South Africa has made the hunger relief a key social responsibility initiative. They started their 'Add Hope' initiative in 2009, allowing customers to purchase fictitious meal items for just R2 (approximately $0.26) to help provide a meal for a hungry child.


Campaign: Annual Membership Drive
Client: Steppenwolf Theatre
Company: Ogilvy & Mather Chicago

Steppenwolf Theatre Company is America's longest standing, most distinguished ensemble theatre, producing nearly 700 performances annually in its three Chicago theatre spaces. Since 1998, O&M Chicago has given its time and talent on a pro bono basis to the Steppenwolf Theatre Company.


Campaign: Chanting Lighter
Client: Cancer Patients Aid Association (CPAA)
Company: Ogilvy & Mather Mumbai

Smoking kills 900,000 people every year in India. Cancer Patients Aid Association (CPAA) provides holistic care forcancer patients andworks to spread awareness about the health risks of smoking.


Campaign: The 70-Meter Spit
Client: Public Health Bureau of Fengxian, Shanghai
Company: Ogilvy & Mather Shanghai

Spitting is a national habit in China. The Public Health Bureau of Shanghai wanted to create an anti-spitting public awareness campaign targeting migrant workers in Shanghai. Most migrant workers know that the sputum in spits contains germs that spread diseases. But many do not know that the germs are not contained within the location of the spit.


Campaign: Disposable Forest
Client: Greenpeace
Company: Ogilvy & Mather Beijing

In China the mass production and consumption of disposable wooden chopsticks places a heavy burden on limited forest lands. Every 10 seconds a tree is cut down in China to supply the nation's daily demand. O&M worked pro bono for Greenpeace to raise awareness of the issue and appeal to the Chinese public to reject the use of disposable chopsticks to protect and conserve China's deficient forest resources.


Campaign: EarthChoice
Client: Domtar
Company: OgilvyEarth &The Brand Union New York

As the largest manufacturer of pulp and paper in North America, sustainability is a priority at Domtar. Its EarthChoice range was the first paper line in North America to be certified by both Forest Stewardship Council™ (FSC®) and the Rainforest Alliance.


Campaign: Live Positively - Every Bottle Has a Story
Client: The Coca-Cola Company
Company: Ogilvy & Mather Rio

Live Positively is The Coca-Cola Company's sustainability framework, a commitment to making a positive difference to the world. Initiatives cover seven areas: Active Lifestyle, Community, Workplace, Energy and Climate Protection, Sustainable Packaging, Global Water Stewardship and Beverage Benefits.


Campaign: Nature's Giving Up
Client: China Environmental Protection Foundation
Company: Ogilvy & Mather Hong Kong

In a bid to engage the public on the damage humans are doing to the planet O&M Hong Kong worked pro bon for the China Environmental Protection Foundation to create awareness on the destructive affects human activity is having on our environment.


Campaign: Sally's First Show
Client: The Arts Centre
Company: OgilvyOne and Ogilvy & Mather Melbourne

The Arts Centre Melbourne provides support for schools through the First Call Fund, a program for primary and secondary schools facing barriers of access to live performances and related programs due to distance, disadvantage or special circumstance. The program is funded through the generosity of donors.


Campaign: Saving Tigers: Mila's Story
Client: WWF China Tigers Alive Initiative
Company: Ogilvy & Mather Kuala Lumpur

Over the past 100 years the global population of wild tigers has fallen by 97%. It is estimated that today only 3,200 exist in the world. In 2011, WWF launched the 'Tigers Alive' initiative to stop the decline of the tigers in the wild and help double their numbers by 2020.


Campaign: UnTechoNosLevanta (We Raise a Roof)
Client: Un Techo Para mi País
Company: Partners Ogilvy & Mather Santo Domingo

In Latin America, more than 200 million people live in poverty. Un Techo Para mi País (UTPMP) works to improve the quality of life of impoverished families across the region by constructing transitional houses and implementing social inclusion programs.


Campaign: Whitney: Groundbreaking Fly Through
Client: The Whitney Museum of American Art
Company: Ogilvy & Mather New York

The Whitney Museum of American Art is currently relocating to a new 195,000 square foot building site in downtown Manhattan. To enable the Whitney Museum express what the site will be at its completion and illustrate its ability to create an extraordinary art experience, O&M created the "Whitney: Groundbreaking Fly-Through", a 3D video to walk audiences through the vision for the space.


Greening Ogilvy & Mather
Ogilvy & Mather offices around the world are cutting the agency's carbon footprint. Examples from 2011 include:

crJapan: After the tsunami, the Japanese government askedevery company to cut energy use by 15%. O&M Japan designed and created paper fans to help discourage the use of air-conditioning, and posters reminding employees to switch off appliances before leaving were placed around the office, as well as distributed to suppliers and clients. O&M Japan also implemented periods of energy saving when power, use was restricted. As a result energy consumption was reduced by 20%.

India: O&M Mumbai launched iCARE, a series of initiatives that help raise awareness on environmental issues throughout Ogilvy. It shows employees how small actions can add up to make a big difference to our planet. iSAVE is a paper and power-saving initiative; iFOLD is a simple idea of folding paper to use a smaller envelope for correspondence; iPOOL is a car pooling initiative which uses a timesheet-based app to help people find those offering rides and people looking for one. In addition, over 1,000Ogilvy branded diaries were created from recycled office paper for use in client meetings, and partial lighting and air-conditioning was implemented during off-peak office hours to help reduce energy consumption. Employees were made aware of the iCARE initiatives using a series of creative campaigns that made the entire process fun.

crChina: Project GR:O (GReening Ogilvy) was launched on Earth Day 2011 to rapidly reduce O&M's carbon footprint across its mainland China offices. A nationwide team of GR:O volunteers was established to focus on six key areas: energy efficiency, travel, water & waste management, community involvement, health & wellbeing and sustainable materials. A dedicated GR:O website and a GR:O section in the internal newsletter provide employees with a wealth of information, facts and regular updates on progress. A series of animated films was screened in several offices, and an installation was set up in the Shanghai office to show paper usage each week. An energy-saving software pilot called 'LittleFoot' was rolled out across the China offices, with an expected 10% savings in PC energy. Significant reductions have already been achieved. For example, the Beijing office has reported a 32% paper saving and 33% drop in energy use.

crThailand: O&M Thailand has made significant reductions in energy use and donated the money saved to buy solar cells for Bann Nam Pu School in Kanchanaburi. The solar cell provides the 306 students with a sustainable source of electricity, as well as helping create awareness among the students about the value of electricity, and the impact human beings have on the environment. The 'Off to On' campaign encouraged employees to turn off unused electricity devices through a self-monitoring screen saver, allowing individuals to track their energy use. Lights were turned off during lunch hours and once a month for an hour after 6pm all electricity was turned off for 'Office Earth Hour'. In three months energy use reduced by 10% and four solar cells were donated to the Bann Nam Pu School. 

Click here to view the Greening Ogilvy & Mather work.