Best Non-profit Integrated Ad Campaign

Objective: It is said that disaster breeds opportunity and that’s how a group of Louisiana women chose to interpret the horrific oil spill in the Gulf of Mexico in April 2010. Women of the Storm wanted to use the recent disaster as a catalyst to draw national attention to the region’s coastal erosion, the ultimate goal being signatures to a petition in support of funding and implementation of a plan for a protected and restored Gulf Coast. Target Audience: We determined that a viral campaign would prove most efficient and effective. To promote widespread distribution, we targeted tech‐savvy Americans ages 18‐34 who actively engage in social media. Concept: We needed to act fast and decided to use celebrities to highlight the region’s contributions to the nation to convince Americans and policy makers that the Gulf Coast is America's coast, and the responsibility to preserve it lies within all Americans. After only seven weeks, the “Be the One” campaign was launched, including a video housed on YouTube to promote rapid sharing, the campaign hub – RestoretheGulf.com, a mobile version of the site, social media, PR and donated print. Four days into the campaign we secured 100,000 signatures, which well exceeded our expectations.

Contributors:

Executive Creative Director:	Josh Mayer
Interactive Creative Director:	John Pucci
Director of Public Relations:	Kristian Sonnier
Broadcast Supervisor:	Kathy Hirsch
Interactive Producer:	Carolina Arguelles
Account Executive:	Allison Hoffman
Senior Interactive Copywriter :	Jason Otis
Senior Designer:	Tom Futrell
Interactive Designer :	George Morse
Director of Interactive Development :	Jason Van Pelt

PETER A. MAYER ADVERTISING

Location: USA