Creative for Good Project Background and Facts Overview
About
Developed in partnership with the World Economic Forum’s Future of Media council with support from the Ad Council and Ketchum, Creative for Good is an online resource that will serve as a repository of brilliant, inspiring and effective pro-social campaign case studies worldwide, as well as a brief “how-to” guide for organizations embarking on such efforts.
Vision
The vision of Creative for Good is to foster an online community of cultural change agents – marketing experts and others with different causes from a variety of organizations but with a common passion for making a difference. At lthe 2012 Cannes Lions Creativity festival, President Clinton charged the creative community to effect positive social changes. Creative for Good has the potential to unleash ideas that are imagined, communicated and delivered in ways that move individuals, communities and whole societies to change the way they think and act.
History
Creative for Good germinated from a discussion at the World Economic Forum’s annual event in Dubai two years ago, where the Future of Media council was approached by several other councils looking for help in getting the public involved in solving social issues. Rather than use the committee’s resources to create individual campaigns, they created a user-friendly, online resource – hosted on the WEF website – for campaigners worldwide.
Launch The site debuted during a Cannes panel in June 2013 on a day designated to “Creativity in Social Business”. Hosted by the Ad Council and Ketchum, the session focused on what social marketers can learn from the corporate sector and vice versa, along with examples of social initiatives that work and don’t work, particularly when non-profits partner with creative agencies.
The site launched with over 60 case studies – selected from over 100 prosocial efforts – covering such areas as health, safety, education and the environment.
The site re-launched In January 2014 with 10 new campaigns added as well as with a new partnership with the Cannes Festival to promote their Grand Prix for Good campaigns.
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Project Components
The case studies featured with the launch represent a wide range of geographic areas, target audiences and social issues, such as:
Cases Studies / Content
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The Ad Council’s Anti-Steroids and Autism efforts – the latter has doubled the percentage of parents of young children in the U.S. who’ve spoken to their children’s pediatricians about autism.
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MTV/Kaiser/CDC “Get Yourself Tested” program to reduce the spread of sexually transmitted diseases
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“Hair for Hope”, which changed perceptions about cancer in Thailand
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UK’s “Shelter: House of Cards” campaign that addressed homelessness
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An underage drinking prevention campaign in Poland
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A blood donation effort in Israel that sought to unite Israelis and Palestinians in a shared lifesaving goal.
The platform also features a “how-to” guide with research-based best practices for organizations planning or working on such campaigns.
Submission Criteria
Case studies can be submitted that utilized one or more paid, donated or earned media vehicles (including social media) and have been active within the last 5 years. Furthermore, they must have an effective strategy, brilliant creative and measurable results. Campaigns that are focused solely on fundraising efforts or on marketing and product sales rather than on social good will not be considered.
Review Process
There are three volunteer advisors who review each case to determine if it meets the criteria for inclusion. These advisors bring a global perspective and ensure that cases meet selection criteria.
Target Audiences The expectation is that novice and experienced social campaigners, as well as others interested in embarking on a pro-social campaign, will utilize the site. The primary target audience is government agencies and NGOs – large
and small – as well as corporations working with these groups and/or their ad/marketing agency partners.