The best of non-profit advertising and marketing for social causes

Nominees for the Osocio’s Best Campaign of 2011 announced

Nominees for the Osocio’s Best Campaign of 2011 announced

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:

  • David Berman, Do Good Design author/strategic thinker, UN Special Advisor web accessibility.
  • 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.
  • Sophie Guérinet, Event & Collection Manager at ACT Responsible.
  • Jean julien Guyot, Trust Manager at agency SID LEE and blogfriend for a long time at IPUB.
  • Paul de Gregorio, Head of Mobile at UK fundraising agency Open FundraisingHis blog.
  • Constantin Nimigean, Owner at, an inspirational website about contemporary photography and founder of Love Issue online magazine.
  • Claire Kerr, Director of Digital Philanthropy, Artez Interactive. Blogger at
  • Steve Hall, Advertising Guy and Publisher of Adrants.
  • Gustavo Machado, Designer+Educator+Social Entrepreneur from São Paulo, Brazil. Editor at – Sharing our Future
  • Joe La Pompe, great lover of creative advertising and restless “copycat hunter” since 1999 on his blog
  • Nancy E. Schwartz, Publisher of the Getting blog and e-update, expert in nonprofit marketing.
  • Reinier Spruit, Head of Fundraising at Greenpeace International and founder/blogger at 101fundraising, crowdblog on fundraising.
  • Nedra Kline Weinreich, Founder of Weinreich Communications, expert in the field of Social Marketing.
  • Martina Zavagno, Interactive marketer working for a premium sports brand. And famous advertising blogger at Adverblog.

Go directly to the category:
Campaign of the Year
Innovation of the Year
Social Movement of the Year

Category: Campaign of the Year


The Girl Store

Advertiser: Nanhi Kali
Agency: Unknown
See the original post


A Helmet or a Coffin

Advertiser: AIP Foundation
Agency: Ogilvy, Vietnam
See the original post

Pass it on when you’re done with it.

Advertiser: Sri Lanka Eye Donation Society
Agency: Leo Burnett, Sri Lanka
See the original post

Wheelchair Guerilla

Action by: Bruno Siqueira
Agency: The Getz, Brazil
See the original post

Brutally powerful anti-child-abuse ad

Advertiser: Irish Society for the Prevention of Cruelty to Children
Agency: Ogilvy, Dublin
See the original post

Nature Misses You

Made by: students from the Filmacademy Baden-Württemberg (Germany)
See the original post



What Will You Wear For Your Last Act?

Advertiser: The Straits Times in partnership with Lien Foundation
See the original post



Tunisia: The return of Ben Ali

Advertiser: Engagement Citoyen
Agency: Memac Ogilvy Label, Tunisia
See the original post

Breast cancer is not a pink ribbon

Advertiser: The Scar Project / photographer David Jay
See the original post



Be positive about people living with HIV

Advertiser: Action for Aids SIngapore
Agency: Ogilvy & Mather Singapore
See the original post

Children’s choir starts bullying in a shopping mall

Advertiser: De Opvoedingslijn
Agency: Duval Guillaume
See the original post

40 Years of Pain in the Ass

Advertiser: Greenpeace
Agency: DDB Paris
See the original post

Category: Innovation of the Year


Sound Off For Justice I & II

Advertiser: Sound Off For Justice
See the original posts here and here

Simply brilliant: A litre of light

Advertiser: Isang Litrong Liwanag
See the original post

Could you hurt someone who has your blood running through their veins?

Advertiser: Blood Relations
See the original post

Canada Tweets its war dead

Advertiser: We Are The Dead
Agency: The Ottawa Citizen
See the original post



Thank God – Condoms Protect

Advertiser: Jugend Gegen Aids
See the original post



Category: Social Movement of the Year


Slut Walk

Reference posts:
Slut Walk
Walking With Sluts
Return of The Sluts
Sharpen your sluttee design skills




Reference posts:
The Atom vs. The Eves (nudity)
Exclusive interview with FEMEN’s founder, Anna Hutsol
FEMEN invite you to cover their breasts




Reference posts:
Suits as “tactical camouflage” for Wall St.
Occupy George: Money talks, but not loud enough for the 99%
We Art The 99%


Founder of Osocio. It all started with collecting election posters in 1973. And that's never stopped. Read more.