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

Osocio’s Best Campaign of 2009: Choose A Different Ending

Osocio’s Best Campaign of 2009: Choose A Different Ending

We’re proud to announce the winner of Osocio’s Campaign of 2009: Choose A Different Ending, the amazing interactive video project from

The project and website is an initiative from the Metropolitan Police (London UK). It is made to show how real people can turn away from violent crime. All depend on which choices are made. And that is how the video project works also. The viewer decide.

The interactive films allow the target audience to engage with the content, they can choose a series of pathways, each with a different consequence. This will hopefully force them to think longer and harder about the choice to carry a knife.
The campaign has been co-created by the target audience and cast members to ensure its authenticity.

The campaign was created by AMV BBDO and the Metropolitan Police, in conjunction with COI.

See the original post here.


During the voting process we realized that not all ngo’s and other non-profit projects can communicate their cause with big budgets. Therefore we thought it is a good idea to bring another award: Osocio’s Special Award 2009.
This award is for low budget or activist/grassroots campaigns.

Osocio’s Special Award of 2009: Watermarks

The winner in this category is Watermarks, a project from artist and landscape architect Chris Bodle.

Sea levels are rising due to climate change… but how much could they rise and how quickly? And how could this affect the city of Bristol (UK)?

Flood level marks were projected on to the sides of buildings, showing how high water levels could potentially rise as the sea inundates the central, low lying areas of Bristol. By displaying these levels in real space, the project aims to help us to imagine the depth and extent of this potential future flooding – allowing us to measure them against ourselves in familiar environments.

See the original post here.


Working on these awards was new for the most of us. As said in the campaign made for Osocio in the summer of 2009: “We’re in the business of changing behaviours, not winning awards.”
Why this award? Our aim is that non-profit organizations can learn and benefit from these best practices, 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.
That’s why we go on with it. We planned to do a Osocio’s Campaign of the month which results in twelve finalist at the end of this year.

For the 2009 version the Osocio bloggers gave their votes. And we are very gratefull that nine friends and allies voted too.

Thank you:

  • Alexandra Bornkessel: Social Marketing Believer. Fan of Behavior Change, Social Change, & Social Media for Good. Her blog.
  • Andre Blackman: Public Health 2.0 advocate/strategist, enthusiastic promoter of new media for social good. His blog: Pulse + Signal.
  • Ivan Ferreira: One of the few Social Advertising bloggers in the world. His blog.
  • John Emerson: Runs Backspace, a design consultancy dedicated to research, development, and promotion of design in the public interest. His blog.
  • Martina Zavagno: Interactive marketer working for a premium sports brand. And famous adverting blogger at Adverblog.
  • Michael van Os: Former editor in chief at Adformatie, the Dutch leading advertising and marketing magazine. His blog Reclamewereld.
  • Nedra Kline Weinreich: Founder of Weinreich Communications, expert in the field of Social Marketing.
  • Reuben Turner: Creative director of the Good Agency, the UK’s leading integrated communications agency. And guess what, he is our new blogger at Osocio.
  • Sacha Declomesnil: E-marketing and web2.0 strategist. Specialist in fundraising 2.0. His blog.

Special thanks to Serge Fenenko and Reuben Turner who both did a great job with the preselection.

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