for the Prevention of Child Abuse / NBA
Cause marketing with a 57% national response.
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Background:
The NCPCA and NBA teamed up to increase public awareness of child abuse. The NBA was willing to donate millions of dollars in air time to give the cause, and the league, positive exposure. Challenge: Make a relevant and dramatic connection between basketball and child abuse. Avoid the trite approach that used sappy music with players talking to camera reading from scripts. Solution: An award-winning national TV campaign that was seen by millions during prime-time NBA games. See TV spot. Result: According to Committee Chair Jerry Fine, "...the campaign increased hot-line responses by 57%. Follis' work is exceptional." NBA Deputy Commissioner Russ Granik said, "We’ve gotten more favorable notice (mail, media response, etc.) for these spots than for any other PSA effort we've ever done." The campaign won several major advertising awards and got agency president and Creative Director, John Follis, honored at The White House. |
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