The National Advertising Benevolent Society (NABS) has asked for a word from its sponsors for its fourth annual fundraising calendar program, spearheaded this year by DraftFCB.
The charitable organization has once again produced a calendar to raise money for struggling advertising, media and related industry professionals.
For the past three years, the organization has produced light-hearted and humorous calendars, such as last year’s swimsuit edition. However, NABS president and CEO Mike Fenton said it was time to take a more serious approach.
“Given the fact it’s been a challenging year in 2009, and will continue to be challenging in the year ahead… We felt it was important to have more of a focus on where the industry is at and the vision for the year,” he said.
Each participating agency was presented a creative brief that asked for a one word descriptor of the industry is today, or where it’s heading, said Fenton.
Each word is accompanied by an illustration and explanation.
Greaves & Allen decided on “vision.” The copy reads: “There are two ways to look at the upcoming year. You can look at it as a time of cautious uncertainty, or as we view it, a vision of untapped opportunities–a blank canvas.”
DraftFCB came up with “Floccinaucinihilipilification,” which means “the estimation of something as worthless.”
“Working with NABS is always a gratifying experience, but its messages of hope and empowerment resonated a little more after a tumultuous 2009,” said Robin Heisey, executive creative director, senior vice-president, DraftFCB, in a release.
Twelve different agencies each made a $3,000 donation to secure a month in the 2010 calendar. To date, the calendar project has helped raised approximately $125,000, said Fenton.
Around 2,000 copies will be given away during this week’s Advertising Week in Toronto, in addition to other industry trade shows in the coming month, said Fenton.
