In less than a week, the industry will find out what has been chosen as the year’s best work by an esteemed jury of leading Canadian marketer and media thinkers at the 2014 Media Innovation Awards.
But as we have been doing the past week or so (here and here) we’re giving readers a more complete look at the contending work that made the shortlist— an achievement in its own right.
Traditionally, charity and non-profit work has been rich with free-rein creativity — sometimes emotional, heart-string pulling, other times it’s just a lot of fun. That is still the case.
But like everything else, the not-for-profit world has become more competitive as organizations vie for peoples’ support and donations. Consequently, the marketing has become more sophisticated, thoughtful, strategic and on-message. You’ll see both factors in play in the work below.
Best in Charities, Health Care and Safety, Public Awareness Messages:
•Ghosts: SAAQ and Touché Montréal
•Kringl: The Proof of Santa App: Make-A-Wish Canada and Zulu Alpha Kilo
•Luge: Canadian Institute of Diversity and Inclusion and Rethink
•One Minute of Silence for Amnesty International: Amnesty International and Cossette Media
•Royal Canadian Mint – Heart of the Arctic: Royal Canadian Mint and Cossette Media
