Great ideas changing lives

Last year Droga5 won a Black Pencil for Million – the movement to make school a place students want to be.  In New York, a city with 1 million students, 37% of whom would never graduate, this was no mean feat.

The agency was approached by the city’s Department of Education and asked to rebrand scholastic achievement for students.  They wanted students to make a direct connection between academic performance and success.  So, Droga5 created the world’s first mobile phone designed just for students. 

Another Pencil-winner from 2009 with 'heart' (sorry) is Meet Wally's Heart, the Integrated campaign for Flora margarine by Lowe Bull Gauteng in South Africa.

Wally hadn’t made the best health choices in life and now had a heart condition. The public were brought closer to Wally through a popular TV talk show, then history was made by broadcasting his open-heart surgery.

In 2006, Leo Burnett London won 3 Yellow Pencils for their approach to tackling the biggest single killer of teenagers in the UK - traffic.  Cameraphone was shot entirely on a mobile phone and dramatised the distracted behaviour that causes many of accidents.  The ad was sent directly to teenager's mobile phones, before launching as a TV commercial and being let loose on the Internet. 

This post is being bookended by Droga5.  Last year they won a second Black Pencil (and a Nomination in Integrated) for their work on The Great Schlep.  Created for The Jewish Council of Education & Research, the film was aimed at persuading a crucial block of voters in the 2008 US Presidential election - elderly Jewish voters in Florida who at the time were starting to lean towards Republican John McCain.

Droga targeted this group in a way they couldn't refuse: by encouraging their pro-Obama grandchildren to visit and talk to them about Obama. Word was spread with an online video featuring comedienne Sarah Silverman and a website that united, educated and inspired a younger generation to do their part. Millions viewed the video, 26,000 members united online and thousands of media outlets covered The Great Schlep. It was the first time in twelve years a democratic nominee won Florida.

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