NEW YORK and PHOENIX, Jan. 17, 2017 /PRNewswire/ -- Make-A-Wish America and their agency True North Inc. were honored with two Davey Awards for the commercial "One Moment." The spot won a Silver Award for a Commercial in Commercial – Not-for-Profit and a Silver Award for a Commercial in Commercial – Low Budget (under $2500).
The One Moment video was created to help Make-A-Wish acquire new donors. Daniel Brown, Executive Creative Director, said the strategy was to "inspire and stay true to the Make-A-Wish brand, unlike other nonprofit commercials that typically evoke sadness and desperation."
"By focusing on the positive impact of the wish experience, True North highlighted wish stories to illuminate the pivotal moment that helps healing and recovery, and elevated the organization's brand to motivate support," he said.
Amanda Clayton, Director of Digital Revenue for Make-A-Wish America, said, "True North understands what drives people to support Make-A-Wish. It's the positive outcomes of what we do as an organization and that's what is so inspiring about the One Moment spot," Ms. Clayton also said, "We're excited about leveraging the full potential of the One Moment video and plan to continue running it online this year."
Matt Brown, Account Director at True North Inc., said the agency has been testing into television "as a line item in our digital strategy." He said the changes in television media buying landscape have "demystified" the channel making it far more achievable for clients with smaller budgets and a need for ROI. "Television can be a powerful introducer and influencer and we look forward to its positive effect on increasing donations."
The International Davey Awards is a competition designed exclusively for the "Davids" of creativity. David defeated the giant Goliath with a big idea and a little rock – the sort of thing small agencies do each year. The annual Davey Awards honors the achievements of the "Creative Davids" who derive their strength from big ideas, rather than stratospheric budgets.
The Davey is sanctioned and judged by Academy of Interactive and Visual Arts, a 700+ invitation-only member organization which includes executives from organizations such as Condé Nast, Disney, GE, Keller Crescent, Microsoft, Monster.com, MTV, Push, Publicis, Sesame Workshops, The Marketing Store, Worktank, Yahoo! and many more.
The winning commercial can be viewed here:
Make-A-Wish grants the wishes of children with life-threatening medical conditions to enrich the human experience with hope, strength and joy. According to a 2011 U.S. study of wish impact, most health professionals surveyed believe a wish-come-true has positive impacts on the health of children. Kids say wishes give them renewed strength to fight their illness, and their parents say these experiences help strengthen the entire family. Headquartered in Phoenix, Make-A-Wish is one of the world's leading children's charities, serving children in every community in the United States and its territories. With the help of generous donors and more than 28,000 volunteers, Make-A-Wish grants a wish somewhere in the country every 35 minutes. It has granted more than 270,000 wishes since its inception in 1980; more than 14,800 in 2015 alone. Visit Make-A-Wish at www.wish.org to learn more.
ABOUT TRUE NORTH INC.
True North is an independent advertising agency based in New York and San Francisco, offering integrated creative, media, technology and insights services. We help our clients reach their customers, donors and audiences through the most engaging means possible within the always-on world of modern media consumption. Visit www.truenorthinc.com to learn more.
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SOURCE Make-A-Wish America; True North Inc.