Pro Bono & Social Marketing Showcase 2016 - 2017
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 environmental protection to wildlife conservation to child abuse prevention to poverty reduction and more. The work we do helps organizations recruit new members, raise money and publicize important issues.
Below is a selection of this type of work that has been selected by our parent company WPP for inclusion in their annual Sustainability and Pro bono report and website. These campaigns have won awards, inspired movements and produced results for their respective causes.
Client: Ad Council
Company: Ogilvy & Mather New York
More than 86 million American adults have pre-diabetes. To raise awareness and educate people on how to prevent type 2 diabetes, Ogilvy & Mather New York created the first of its kind PSA campaign for the Ad Council. The clip invites viewers to visit www.DoIHavePrediabetes.org to take a short online risk test.
- $12.3m in free media.
- 186,000 tests completed.
- 544,000 visits to the campaign website.
- Cannes Lions 2016: 1 Bronze.
Campaign: Get Back
Client: Alcoholics Anonymous
Company: Ogilvy & Mather Auckland
This ad by Ogilvy & Mather New Zealand for Alcoholics Anonymous shows how alcohol dependency not only affects a person’s life, but also the people around them.
- 54,000 people reached between the age of 18 and 34.
Campaign: Road to Rio
Company: Ogilvy & Mather Düsseldorf
Ogilvy Düsseldorf led the development of a global social media campaign on behalf of Allianz to promote the 2016 Paralympic Games in Rio. The campaign, adapted in 14 markets, consisted of a series of films, social media content and offline media, highlighting the achievements of some of the world’s best Paralympic athletes while leveraging Allianz’s new ‘Dare to’ strategic and communications platform. Additional WPP agencies contributed to the campaign, including MediaComLondon, The Social Partners London and Sponsorplan Munich.
- 133m media impressions in 15 markets.
- Over 2m views.
Client: Amnesty International Switzerland
Company: Ogilvy & Mather Advertising Frankfurt
To raise awareness of human rights and the work of Amnesty International, Ogilvy & Mather created a series of four posters that were displayed across the city of Bern. The illustrations show prisoners bound and gagged by barbwire, with the Amnesty candle representing an end to inhumanity.
- Cannes Lions 2016: Gold.
- Clio Awards 2016: Gold.
Campaign: Ford Best Drive
Company: Ogilvy & Mather Spain with GTB
Ford linked up with the Asociación Benéfica Geriátrica (Charity for the Aged) to give elderly people a chance to step out of their day-to-day lives and meet new people. GTB/Ogilvy Spain created a digital campaign, ‘Ford Best Drive’, encouraging people to borrow a Ford car from a Ford dealership and take an elderly person out for the day.
- 2.6m views.
- 7.7m people reached.
- 11,100 web visits.
- 575 new registered volunteers.
Campaign: Mein Kampf Against Racism
Client: Gesicht Zeigen!
Company: Ogilvy & Mather Frankfurt
Adolf Hitler’s Mein Kampf was republished in 2016 for the first time since 1945. On behalf of the anti-racism association Gesicht Zeigen! Ogilvy & Mather Berlin produced a book titled Mein Kampf gegen Rechts (My Struggle Against Racism), in an effort to combat right-wing extremism. The book showcases individuals who have fought xenophobia.
- Top 15 bestseller on Amazon Germany.
- 645m people reached.
- €14.8m in free media.
- Clio Awards 2016: 1 Gold, 2 Silvers, 1 Bronze.
- One Show 2016: Gold.
- ADC for Germany 2016: 3 Bronzes.
- D&AD 2016: 2 Wooden Pencils.
- New York Festivals 2016: 2 Bronzes.
Campaign: I am a Refugee
Client: Joint Council for the Welfare of Immigrants (JCWI)
Company: Coley Porter Bell
Coley Porter Bell teamed up with the Joint Council for the Welfare of Immigrants (JCWI) to encourage a positive narrative around the impact of refugees on UK culture at a time of heightened sensitivity. Inspiration came from the iconic blue English Heritage plaques which recognise historically important people in Britain. They erected plaques featuring influential refugees who have settled and contributed to life in the UK. They also created a website highlighting the growing refugee crisis, sharing stories of refugees and calling for peoples support.
- Tenfold increase in tweets including #iamarefugee over four months.
Client: Mediterranean SOS Network (MEDSOS)
Company: Bold Ogilvy & Mather Athens
Bold Ogilvy & Mather Athens created this TV, radio, print and outdoor ad campaign to increase participation in the annual beach clean-ups organised by MEDSOS. It also helps to educate the public on the environmental harm of microplastics, which can cause poisoning and genetic disruption to marine life, and potentially in humans.
- 13,000 volunteers joined the annual clean-up.
- €54,000 in free media.
- 7m views.
Client: Movimiento Ayuda Cáncerde Mama (MACMA)
Company: DAVID Buenos Aires
DAVID Buenos Aires’ campaign for the Movimiento Ayuda Cáncer de Mama (MACMA) shows women how to do a self-examination to detect early breast cancer. The breast check video features an overweight male to highlight the hypocrisy of social media censorship of female breasts.
- 48m views in the first week.
- 193m media impressions.
- €17m in free media.
- 20,000 new followers joined the MACMA website on launch day.
- 700,000 shares.
- Cannes Lions 2016: 1 Lion Grand Prix, 8 Golds, 1 Silver,1 Bronze.
Campaign: Behind the Leather
Client: People for the Ethical Treatment of Animals (PETA)
Company: Ogilvy & Mather Bangkok
Ogilvy & Mather Bangkok teamed up with PETA to launch Behind the Leather – a campaign to make people think of the animal suffering involved in making popular fashion items. A pop-up store called The Leather Work was opened in a busy Bangkok shopping mall and filled with purses, shoes, jackets and accessories made of exotic hides. Customers browsing the store were quickly confronted with the gruesome truth behind each item.
- 136m impressions.
- 42m views in 12 days.
- 800,000 social media interactions.
- $22m in free media.
- 87% of shoppers changed their mind to buying leather goods.
- Cannes Lions 2016:3 Golds, 1 Silver, 1 Bronze.
Campaign: Breathless Choir
Company: Ogilvy & Mather London
Ogilvy London was tasked with reminding people that Philips is more than an electronic appliances business; it is a health technology company seeking to improve the lives of billions of people through innovation. The Breathless Choir campaign tells the moving story of a group of people with breathing disabilities who were helped to sing again by the Philips SimplyGo Mini portable oxygen concentrator.
- 15m views.
- 97% increase in web visits.
- 650m media impressions.
- Cannes Lions 2016: Grand Prix.
Campaign: R U Ok?
Client: R U OK Foundation
Company: OgilvyOne Sydney
R U OK?’s mission is to inspire and empower everyone to meaningfully connect with people around them and support anyone struggling with life. OgilvyOne developed the overarching concept and created all the assets to champion the message in the workplace, school and community. No one needs to do it alone.
- 44.5m people reached via traditional media coverage.
- 13,500 social media mentions.
- 26,000 Twitter followers.
- 325,000 Facebook followers.
- 242,755 visits to the charity website – a 16% increase from 2015.
Campaign: The Refugee Collection
Client: Refugees International Japan
Company: Ogilvy & Mather Japan
To raise donations for Refugees International Japan, Ogilvy & Mather Tokyo created The Refugee Collection. More than 100 items were collected from refugee camps across the world and placed in packaging, which told the stories of the items and their donors. Profits from the sales were returned to the donors of the items.
- Reached 1.4 million employees of the member companies.
- 33m media impressions
- Cannes Lions 2016: Bronze.
Campaign: MS Thru a Child's Eyes
Client: Rocky Mountain MS Center
Company: Ogilvy & Mather Paris
Ogilvy & Mather Paris’ film ‘MS Thru a Child’s Eyes’ captures what it is like to have a mum with Multiple Sclerosis. The film, which features Ogilvy employee Kim Ball and her daughter, was shared at the Rocky Mountain MS Center Gala where she was the keynote speaker.Ogilvy & Mather Paris’ film ‘MS Thru a Child’s Eyes’ captures what it is like to have a mum with Multiple Sclerosis. The film, which features Ogilvy employee Kim Ball and her daughter, was shared at the Rocky Mountain MS Center Gala where she was the keynote speaker.
- $330,000 raised for the Rocky Mountain MS Center.
- 483,000 views, 2,500 Shares and 91,200 Likes on Facebook in the first 32 hours of launch.
Client: Steppenwolf Theatre
Company: Ogilvy & Mather Chicago
To celebrate Steppenwolf Theatre’s 40th anniversary, Ogilvy & Mather Chicago assembled 40 of the world’s best graphic designers, illustrators, photographers, and typographers to create posters representing 40 plays Steppenwolf has performed over 40 years.
- $16,000 raised for the theatre.
- 2,000 followers in 8 months.
- London International Awards: 2 Silvers, 2 Bronzes.
Campaign: The Job Switch
Client: The Akanksha Foundation
Company: Ogilvy & Mather Mumbai
The Akanksha Foundation is an Indian NGO working to provide children from low-income communities with high-quality education. Ogilvy & Mather Mumbai created the Job Switch campaign to encourage people to volunteer for the foundation. Key business leaders were asked to give up an hour of their day to teach at an Akanksha school. In return, a student would take their place in the workplace.
- 69m people reached.
- 14m social media impressions.
Campaign: Zero Minutes of Fame
Client: The Brady Campaign
Company: Ogilvy & Mather Chicago
A third of mass shootings and 22% of school shootings in the United States are inspired by previous events. In partnership with The Brady Foundation, Ogilvy & Mather Chicago sought to change that by removing past killers’ names and images from the web. They developed a simple Chrome plug-in and made it available for anyone to download.
- 1.25 billion media impressions.
- $4m in free media.
- 5,000 downloads in first 5 months of the launch.
- Published in the Communications Arts Advertising Annual, 2016.
Campaign: The Anti-Fashion Show
Client: The National Sea Rescue Institute
Company: Ogilvy & Mather Cape Town
Over 2,500 South Africans drown every year. The National Sea Rescue Institute wanted to encourage everyone, even the most fashion-conscious, to wear lifejackets. Ogilvy & Mather Cape Town partnered with leading South African designers to create a range of couture lifejackets, which were modelled on the runway during Fashion Week.
- £308,000 in free media.
Campaign: Get New Ideas
Client: The Thessaloniki Film Festival
Company: Bold Ogilvy & Mather Athens
Bold Ogilvy & Mather Athens created three ads to promote the 57th Thessaloniki International Film Festival (TIFF), the top film festival in South Eastern Europe. The ads were aired online and on television.
- 80,000 visitors to the festival.
- 17% rise in visitors at TIFF’s official site.
- 115,000 views of the video.
Campaign: Annual Calendar
Company: Ogilvy & Mather Chile
For the past 70 years, across 190 countries and territories, UNICEF has defended the rights of every child. To raise money for the charity, Ogilvy & Mather Chile created the Annual Calendar stressing the importance of each individual support.
- $174,175 in free media.
- 33.7m people reached.
Campaign: So Long Old World
Company: Ogilvy & Mather London with DAVID Argentina
DAVID Argentina and Ogilvy London launched a TV and digital campaign for Unilever, citing three of its brands which have a long-standing social purpose. The campaign aims to bring together the collective power of consumers and brands to show how the everyday choices that people make can help to make the world a better place.
- 46m views.
- 20m people reached on Facebook.
- 77% reduction in purchase intention.
Client: United Nations World Food Program
Company: OgilvyOne Milan
OgilvyOne Milan created this video to raise awareness of food poverty and to encourage people to download ShareTheMeal, a World Food Program app that allows users to donate through their smartphone. The video was distributed on social media and shared by endorsers on their official Facebook pages.
- 500,000 Facebook views.
- 10,000 views on YouTube.
- 2,000 meals donated in one week.
Campaign: Addressing the Problem
Company: OgilvyOne London
What3words is an addressing system that identifies a three-meter square area anywhere in the world. Its aim is to create an accurate addressing system, which drives economic and social growth in developing countries. OgilvyOne created a campaign to communicate the concept to several national postal systems in Africa.
- Started conversations with 8 African national postal systems.
Campaign: The Last Word
Company: Ogilvy & Mather Hong Kong with Geometry Global
In China, 7 out of 10 people do not realise that you have to kill an elephant to take its ivory. Perhaps because the Chinese word for ivory literally translates to “elephant tooth”, leading people to believe that tusk removal is harmless. Geometry Global and Ogilvy & Mather Hong Kong worked with linguistic experts and the public to create a new Chinese character for ivory which accurately portrays the nature of ivory extraction. The campaign website invited people to submit their characters and sign a petition to ban the ivory trade.
- 70,000 people signed the petition.
- 8,000 characters submitted.
- Ivory trade to be phased out in Hong Kong by 2021.
- Spikes Asia Awards 2016: 2 Silvers.
- Marketing PR Awards: Gold.
- PMAA Dragons of Asia: Best in Asia, Best in Hong Kong, 1 Gold, 1 Silver, 1 Bronze.