I am mother and mother’s love is unconditional. Like any other mother, I think about the future of this world and in what kind of world my son grows up. If there is an elementary power to make this world a better place, then it is feasible with the power of a mother. This beautiful campaign for clean air with celebrity faces is an Intiative of the mothers. These mothers share a very good and necessary idea: to create a better world for our own children. I believe that if the mothers would take over the power of this world, we would not have today’s problems.
All mothers (and Fathers!) should get together and fight for childrens right to have clean air. Air pollution is not just dirty. It is toxic.
Actress and mother Julianne Moore released a this video calling on parents to join the fight against toxic air pollution. In the video, which endorses a nonpartisan grassroots group called the Moms Clean Air Force, Moore appears along with the heroine of her popular children’s books, Freckleface Strawberry.
Moms are becoming a powerful force in American politics. They are telling Washington that they will not allow their children’s health to be compromised by dirty fossil fuel power plants, the single largest source of pollution in the U.S. The Moms Clean Air Force is a growing community of tens of thousands of moms— from all across the political spectrum and all across the country—uniting to make their voices heard to protect their children’s health. “Clean air should be above politics,” Moore said. “The discussion about regulations to protect our air has gotten so polarized that we have forgotten an important thing: We all breathe the same air. And all our children suffer because of pollution. We don’t have to choose between a healthy economy and a healthy environment. We can have both. We can have what’s best for all our children.”
President Richard Nixon signed the Clean Air Act into law in 1970 with overwhelming support from Democrats and Republicans; however, the law is now under dangerous political attack. The new mercury and air toxics standards signed in December, after 21 years of planning, are already under political attack, with some politicians in Congress and lobbyists for the utility and coal industries calling to annul it or defund the Environmental Protection Agency.
Responding to this threat, Moms Clean Air Force is bringing parents together in support of a simple idea: That every child has the right to breathe clean air.
Moore became interested in MCAF after Dominique Browning, the group’s Co-Founder and Senior Director and former Editor-in-Chief of House & Garden, contacted her last summer. “I wrote to Julianne, knowing she is a protective mom, asking her if she would help us spread the word about the connection between toxic—and invisible—air pollution and children’s health, and she responded immediately,” Browning said. “Julianne joins a Force of thousands of mothers with real concerns about mercury poisoning, asthma, behavioral issues, and host of other problems associated with polluted air. Together we are determined to clear the air and protect the health of our children and loved ones.”
Moms Clean Air Force is a coalition of mothers including Blythe Danner, Laila Ali, and Jessica Capshaw, and partner groups such as Healthy Child, Healthy World, Asthma Moms, Latism (Latinos in Social Media), Me and my 1000 Girlfriends, Alliance of Nurses for a Healthy Environment (ANHE), Care2, BlogHer, Clever Girls Collective, and Me and My 1000 Girlfriends. source: Julianne Moore: Tell Washington to support clean air for our kids.
More about the Mission of “Moms Clean Air Force” you can read after the video ..
A record number of blogposts. A shortlist of 80. A team of hand-picked jurors from around the world. And just three winners.
The wait is over for Osocio’s campaign of the year 2011.
The winning campaign:
The Return of Ben Ali
An entry that comes, not from the West, not from a mainstream cause. But from the Arab Spring, the spontaneous grassroots movement that 2011 will always be remembered for.
We loved it because it shows that even in the midst of chaos and conflict, a great idea can still inspire action.
We also introduced a new category to highlight technology ideas that change lives. The winning Innovation:
A Litre of Light
A simple, cheap, spreadable innovation that will bring free light to the homes of people in Manila and change lives forever. With a lovely film to show it off.
And finally, this year we had to introduce a new category for social movements. Because change isn’t always driven by NGO’s, but can still rely on a powerful communications idea. The winning Social Movement:
Our jurors picked ‘Occupy’ as a powerful and unifying rallying cry that brought the politicised, the dispossessed and the just plain angry together in cities all over the world.
Thank you to all our readers, all our bloggers, all our commenters and jurors – and most importantly to all those using their talent and creativity to make the world turn in a more positive direction.
What a year for social causes and the communications behind them. A year that no-one could have predicted. A year when change was driven more from the grassroots than by experts at nonprofits. And yet, where communications platforms and ideas still had a vital role to play.
After all, the Arab Spring and occupy movements needed symbols and rallying cries – a simple communication idea like ‘we are the 99%’ had the power to speak a simple truth to millions and unite a movement.
All of this has meant a difficult process for the nominations to the Osocio campaign of the year for 2011. We decided to introduce two new categories, to reward social movements and technological innovations, as well as advertising and marketing ideas.
Another big shift was the move from West to East. This year we saw beautifully conceived and delivered work coming from countries like Vietnam, Sri Lanka and Singapore.
So. These, friends, are our particular favourite campaigns from over 600 amazing blogposts on Osocio in 2011. Stay tuned for the winners.
All Osocio bloggers are members of the jury. And we are proud to announce these 15 external jury members:
Guillermo Caro, is an international consultant. He was Executive Creative Director of Ogilvy & Mather, founder of Advertisers Without Borders and Ogilvy Prosocial Latin American. He is expert in non-profit advertising, marketing for social causes and Corporate Social Responsibility.
Åsk Dabitch, the force behind Adland. Art Director geek.
Two great ideas. Two winners of the Arthur Guinness Fund Award. The Fund give up to €1 million in funding to projects that are making a positive impact on their community. It is for social entrepreneurs aged 25-35 “who have a brilliant urban regeneration idea that will make a difference to their local community.”
Above Gregory Chauvet from Glasgow Bike Shed in Scotland. He has recycled 700 bikes - and saved over 7 tonnes from going into landfill. It’s through teaching people how to mend their cycles - and from re-fitting old machines that get dropped off at his Glasgow Bike Shop that he and his team have done it.
The video below is with another winner Edwin Broni Menash from Manchester, England. He wants to combat the over-use of plastic water bottles, and the fact they get tipped into landfill by getting people to use his aluminium bottles filled with tap water. Sold in cafes in Manchester, Edwin is now bringing the project to London, starting in Tottenham. He puts 70p of all sales going to water projects in Africa and is looking to involve athletes from next year’s Olympics as well. More at Give Me Tap.
10 videos in this post selected from 116 submissions for the REC A<FAIR.
REC A<FAIR is a German short film competition about Fair Trade organized by Forum Fairer Handel. Recently they announced the winner, see below.
Not all videos which are submitted meet the high communication standards. Special skills are needed to make a good storyline and good editing is crucial. Nevertheless I’m surprised about the amount of videos submitted for this contest.
Most videos are in German but it is obvious what it is about: Fair Trade. All submissions and full credits at the contest website.
The video above is my favourite.
Title: I wear only sweat
Director: Manon Heugel
Below the contest winner:
Title: Du hast es in der Hand (You’re in control)
Director: Kai Uwe Lipphardt, Martin Murch
A guy buys a bar of chocolate in the supermarket. Just like it happens every day a thousand times.
Volkswagen organized the Fun Theory awardlast autumn in the winter of 2009/2010. The award was about to change people’s behavior for the better. But it must be change while having fun.
The winning idea of the fun theory award was submitted by Kevin Richardson, USA: the Speed Camera Lottery. Can we get more people to obey the speed limit by making it fun to do? This was the question Kevin’s idea answered and it was so good that Volkswagen, together with The Swedish National Society for Road Safety, actually made this innovative idea a reality in Stockholm, Sweden.
The idea here is capture on camera the people who keep to the speed limit. They would have their photos taken and registration numbers recorded and entered into a lottery. Winners would recieve cash prizes and be notified by post. Better still, the winnig pot would come from the people who were caught speeding.
We’re proud to announce the winner of Osocio’s Campaign of 2010: Embrace Life - always wear your seatbelt. The video became an absolute hit in the Social Advertising world last year. And now it is official: we think that this is the best what was made in 2010.
The work from director Daniel Cox is part of a wider campaign from the Sussex Safer Roads Partnership (SSRP). But the video from the campaign was the big surprise for us. We wrote about it for the first time a year ago, in January. Now it is viewed 13,293,485 times on YouTube.
Jury member Tim Nudd:
The whole safe-driving category is full of blood and guts and scare tactics. “Embrace Life” beautifully goes in the other direction, artfully and poignantly making the point that you should wear a seatbelt because you want to live—not because you don’t want to die. It’s one of the most touching and compelling PSAs I’ve ever seen, and an overwhelming viral success. What more could you want from a social campaign?
Jury member Nedra Kline Weinreich:
The Embrace Life ad is one of my favorite examples to show when I talk about how to bring emotion into your message. Through a combination of a family scene that many can connect with, bringing in the strong underlying value of protecting and being protected by your family, with the drama heightened by the music, this ad makes me tear up every time I see it. It’s also a great example of how to use a positive message to promote traffic safety rather than the graphic blood-and-guts approach that turns many people off.
Jury member Tom Megginson:
Embrace Life had no shock, no clever reveal, and the special effects were just a slow motion camera. But by drawing the viewer into an authentic emotional connection between a man and his family, it communicated one simple message: you should wear your seatbelt because you want to live for them, and because they want you to live. I’m a father, and it literally brought tears to my eyes the first time I watched it. That doesn’t happen often.
The campaign has scooped a wide range of awards, including YouTube Ad of the Year, a Prince Michael International Road Safety Award, Gold World Medal, New York International Advertising Awards; a Bronze Lion at the Cannes International Advertising Awards; Highly Commended from the Chartered Institute of Highways and Transportation and the advert was also featured in the Advertising Producers Award (APA) 2010 collection.
Global support for the campaign has been high - especially through Twitter and Facebook, where one viewer was moved to create a group dedicated to getting the campaign on TV.
We did an interview last year with Neil Hopkins, the Communications Manager from SSRP. Read it here.
Osocio is proud to announce a list of twenty nominees for the Osocio’s Best Campaign of 2010 award.
Last year, we did this for the first time and it was quite interesting. In 2010 we did it a little differently.
Each month, all the Osocio bloggers voted for the Campaign of the Month. The result: 15 great campaigns shortlisted for this Campaign of the Year election (15 because in three months we had two winners).
From all second places I choose personally 5 editor picks. that makes 20 nominees in total.
“We’re in the business of changing behaviours, not winning awards.” is the statement Armando made last year. Why are we doing this award, then? Because we want to put the most creative and innovative social ads in the spotlight, so that non-profit organizations can learn and benefit from these best practices.
We don’t intend to compete with big advertising festivals. Our aim is to award grassroots initiatives and advertising campaigns that try to solve real-life problems. Let’s not forget that Osocio is the place where advertising and activism collide.
The 20 nominees this year show us a remarkable evolution in social advertising. When I started blogging about this niche industry in 2005, most of the campaigns where print-only. The majority of the campaigns in 2010 are driven by online video. Digital and real-world interactivity, and social media, are growing fast. My prediction for 2011 is that these two will be the leading campaign instruments.
Just like last year each jury member will choose a top-10 from the nominees list and score them from 1 to 10.
All Osocio bloggers are members of the jury. And I’m proud to announce these ten external jury members:
The Osocio bloggers choose the best campaign every month. At the end of the year we will have twelve great campaigns from which we will choose the Campaign of the Year. This is very nearby. Stay tuned. At the end of January we will announce the Campaign of the Year 2010.
In December we have two winners:
What’s so great about growing old?
This cheeky campaign from Y&R Peru answers the question in some funny ways.
It’s not a campaign for old people. It’s a campaign aimed at young people with visions of how they might be one day.
Attraction Le Manga
This is most striking campaign from 2010.
Japan 2014. Come into the life of Hiro, Koichi and Ren and interact with your webcam and facebook profile: Attraction.
You as viewer receive prompts to help the characters in their adventures via motion or color recognition with your webcam. All in manga style in this 10 minute adventure.
During this adventure it becomes clear that the story is about the struggle to resist the influence of friends and later on about tobacco addiction.
It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
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Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.