Ogilvy - Pro Bono Work

PRO BONO WORK

Each year, Ogilvy does outstanding work in support of social causes all over the world free of charge. These pro bono efforts help create public awareness and action around difficult, yet important issues.

Ogilvy New York
Meals on Wheels - The original idea behind Ogilvy New York's partnership with the Meals on Wheels Association of America was to develop a 30-second public service announcement to raise awareness about the many senior citizens who are unable or can't afford to prepare their own meals. But after spending a day volunteering with Meals on Wheels chapter in White Plains, New York, the Ogilvy team wanted to do more. They decided to create a print ad campaign and two TV spots that reflected the true impact of the Meals on Wheels program.

The print campaign was received the Gold at the 2007 NY ADDY Awards.

National Campaign to Prevent Teen Pregnancy - The National Campaign to Prevent Teen Pregnancy works to reduce the teen pregnancy rate. Ogilvy New York developed the "Stay Teen" campaign, which used digital social media - user-generated content, viral marketing and social communities like MySpace. The message encouraged teens to embrace who they are...young, fun, silly, awkward, stubborn, instead of becoming teen parents. The campaign was the joint efforts of Ogilvy & Mather, OgilvyInteractive, Neo@Ogilvy, Ogilvy PR and MindShare.

Stay Teen on MySpace

http://www.stayteen.org

RedLight Children - Ogilvy New York launched a campaign for RedLight Children to draw attention to the widespread child trafficking problem. Ogilvy named the campaign and branded it, creating a strong visual identity via event posters, postcards and a website to compel citizens to take action. The work was a pro bono collaboration between Ogilvy New York's BIG and OgilvyInteractive. The campaign also supported the movie HOLLY, from Priority Films, that was released in theaters in North America in the winter of 2007. The film, about young Cambodian prostitute, first debuted at the United Nations.

http://www.redlightchildren.org

Ogilvy China -- Ogilvy & Mather Advertising Beijing partnered with World Wildlife Fund to attract media attention to the worsening air conditions in China. Their eye-catching (and headline-grabbing) effort generated tons of media coverage from a variety of newspapers and foreign news stations in China, Hong Kong, Europe and the Middle East.

Ogilvy Puerto Rico - As a gift to the Puerto Rican community, de la Cruz & Associates (DLC) created RESPECT, a public service campaign on values that encouraged people to be more considerate. The 360 campaign (using print, TV, billboards, radio and a website) featured situations where disrespect and intolerance toward others have become common. The campaign, developed as part of DCL's 20th anniversary, won the Excel Award in Public Relations, as well as the Paco Oller Award for creative excellence.

http://www.quenospasapr.com/

Ogilvy London - Ogilvy London created two awareness campaigns using the virtual world, Second Life. The Ogilvy team and environmental activist Adventure Ecology created a virtual flood - a mass event spanning multiple cities - to increase support of climate control. The team helped the non-profit organization Save the Children attract a younger audience by creating the "Yak Shack," an online community where people could purchase and customize a virtual yak, with 100% of the proceeds going to Save the Children.

Ogilvy Frankfurt - The Malteser Ambulance Service in Frankfurt asked Ogilvy to create a public awareness campaign that would deliver a striking message to teenagers about the dangers of driving under the influence of alcohol. Ogilvy Frankfurt used letters from well-known alcohol brands to make typographic collages showing the physical risks of drinking and driving. This campaign won a Gold Lion at the 2007 Cannes International Advertising Festival. It was also selected for inclusion in the Communication Arts Annual book.

Ogilvy India - To convince budding athletes to pursue sports as a career in the region, the Government of Madhya Pradesh set up coordinators at Grameen Yuva Kendras, or sports centers, to scout athletes in nearby villages. Ogilvy PR India created identity materials, direct mail, outdoor ads and launched events, communications training classes and road shows. Their efforts resulted in registration for scouting programs increasing by more than 50%, and the government increasing the budget allocation for the program by 300%.

Ogilvy PR Worldwide - Ogilvy Public Relations promoted The Tech Museum of Innovation's 2007 Tech Museum Awards, which honor those using innovative technology applications to help solve some of the world's most challenging problems. Led by Ogilvy PR's Technology Practice in San Francisco, this pro bono effort included messaging, media relations and digital influence strategies with support from offices in Washington, New York, the United Kingdom, France, India, Australia, Brazil and Chile.

Ogilvy Chile - Working with the Movement for Victims of Delinquency (MVD), Ogilvy Chile aimed to change legislation to allow the government to provide free legal counsel and psychosocial repair to victims of delinquency. Ogilvy spearheaded a four-pronged approach consisting of media presence, meetings with public and private organizations, lobbying and public/private alliances. Additionally, a signature campaign generated over 97,000 signatures in only three days. In the end, MVD was able to place the issue in the political agenda, leading to the creation of the Office of the Public Defender of the Victims.

Ogilvy Brussels - Ogilvy PR Brussels was the communications sponsor for In-Transit, a project aimed at promoting intercultural dialogue and cultural awareness across Europe. The Ogilvy team developed a 17-minute digital film and a "virtual train," a pan-European online platform that encourages young Europeans to participate in public life. In-Transit was launched by the European Community Film and Communications to commemorate Europe's 50th anniversary.

Ogilvy Cape Town - Ogilvy Cape Town not only provides pro bono creative work for World Wildlife Fund and the National Sea Rescue, but it also has committed to covering production and media costs when the organizations do not have the budget.

Ogilvy Japan - Ogilvy Japan was honored to support the 2007 Refugee Film Festival sponsored by the United Nations High Commission for Refugees. Ogilvy Japan provided its media relations expertise and produced a promotional movie trailer for the Tokyo festival.

Ogilvy Brazil - Ogilvy & Mather Brazil launched an ad campaign for the Brazilian Institute of Cancer Control. The ads featured female models portraying women as warriors against the disease. The agency also created a special print ad reflecting the importance of self-examination for the XV Pan American Games in Rio.

Ogilvy Italy - Ogilvy Group Italy provides its help to The Celiac Disease Foundation, which supports research in the alimentary intolerance that affects one out of a hundred Italians. The aim of the campaign is to raise brand awareness around the issue of celiac disease since most people don't know what it is, do not consider it a disease nor understand that it can become very serious. There is also a strong need for funding. The campaign, using word play in Italian (Questione di Spiga), includes radio and TV spots, print ads and a website, and features Dario Vergassola, a famous Italian actor.