Nonprofit advertising faces the hardest creative brief in the industry: changing behaviour without the ability to offer a product or discount in return. The campaigns that have succeeded - WWF's visceral environmental imagery, Amnesty International's human rights campaigns, the NHS blood donation work - have done so by finding the specific emotional argument that moves from abstract awareness to concrete action. They work not because they make people feel good about giving, but because they make not giving feel impossible.
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Wars
- Amnistia Internacional · Wild Fi Santiago, Chile · 2026
The campaign leans on the double meaning of the word. On one side are the armed conflicts where children and adolescents are forcibly recruited; on the other are the wars of an actual childhood, pillow fights, tickle fights, water battles. Setting them in the same frame is what makes the real one le
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Food for Families
- Raley’s · Little Moving Pictures · 2019
Raley's "Food for Families". A grocery spot framing community food donation and giving back.
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We Believe
- Great Ormond St Hospital
Great Ormond Street Hospital "We Believe". A charity appeal rallying belief and support behind the children's hospital.
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Open Homes
- Airbnb
Open Homes turns the Airbnb network itself into disaster relief. The programme began organically after Hurricane Sandy in 2012, when hosts started offering rooms free to people who had been evacuated, and Airbnb built it into a permanent global response: hosts list their space at no charge to evacue
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Sign Away Cancer
- Oracle Cancer Trust · 2024
Oracle Cancer Trust "Sign Away Cancer". A charity spot rallying support to fund cancer research.
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Your Brain is Precious
- Brain Foundation · 2022
"Your Brain Is Precious" for the Brain Foundation: a woman haloed by radiant light makes the mind literally glow - a health-awareness plea to value and protect brain health.
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Hospital
- Ayadi El Mostakbal · 2019
A charity film for Ayadi El Mostakbal supporting a hospital: the outstretched hand in a golden field embodies hope and help - an invitation to reach back and give.
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The Future Starts Small
- SFND
SFND "The Future Starts Small". A spot framing big futures beginning with small first steps.
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50th Anniversary
- Save the Children · 2023
Save the Children "50th Anniversary". A charity anniversary spot marking 50 years of its work.
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Laws under attack
- ICRC · TBWA\RAAD · 2024
After a targeted attack destroyed the last hospital in south Lebanon, the ICRC inscribes articles of the Geneva Convention onto the ruined building's own shattered walls, calligraphy by Lebanese muralist Ghaleb Hawila. The insight: the most damning place to display a violated law is on the wreckage
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Inkvisible
- UN Women · Impact BBDO · 2024
Henna means happy marriage - so to expose the fact that one in three married women in Pakistan is abused, the bruises were drawn in henna: a black eye, fingers around a throat, in the medium of celebration. Worn by parliamentarians in government sessions, it helped drive a new bill increasing protec
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Donate to View
- Childhope · BBDO Guerrero · 2015
Childhope Philippines, OPM icon Ely Buendia and BBDO Guerrero launched 'Donate to View' at Christmas: an animated film built on Buendia's song 'Bulaklak sa Buwan', unlockable only by donation - every view a contribution to street children's protection and education programmes. The insight: invert th
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The Mirror
- UNAIDS · FCB India · 2021
UNAIDS' 'The Mirror' for Transgender Day of Visibility: gender-diversity taboos broken down where they start - childhood - because transgender teenagers attempt suicide at far higher rates. The insight: the mirror is where a child first meets themselves; the campaign asks the world to let that refle
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Beauty Tips by Reshma: How to get perfect red lips
- make love not scars · ogilvy & mather · 2016
'Make Acid Unavailable to the Common Man': the after-effects of acid attacks - peeled skin, lost sight, a lifetime of visible pain - as the case for restricting over-the-counter acid sales. The insight: the weapon is a household purchase; the campaign attacks availability, the one variable regulatio
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Lolli: The Exhibit Nobody Wants To Talk About
- Canadian Centre for Child Protection · mullenlowe psl · 2021
'Lollipop Takedown': 'lollipop' is offenders' code for child sexual abuse material - the campaign seizes the euphemism and turns it into the rallying cry against them. The insight: taking the predators' own vocabulary hostage denies them the cover of coded language.
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Help Is Part Of It
- frontline workers counseling project · TBWA\Chiat\Day · 2020
The Frontline Workers Counseling Project: free mental-health counselling for every Bay Area frontline worker, whatever their position. The insight: the pandemic's helpers were structurally last in line for help; the campaign's whole job is the permission slip - you're not alone, and it costs nothing
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Generation Lockdown
- March For Our Lives · McCann New York · 2020
March For Our Lives' 'Generation Lockdown': in 95% of US public schools, children learn to barricade doors and balance on toilet seats so shooters can't see their feet - drills as routine as math. The insight: the generation itself is the evidence; showing what students already know how to do indict
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Save the Arctic
- greenpeace · Don't Panic London · 2012
Greenpeace Spain's 'Save the Arctic': the campaign's continuing job is closing the psychological distance between Spain and the melting ice - the Arctic argued as local news. The insight: people protect what feels near; the creative's work is geography, moving the crisis into the audience's neighbou
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Some disasters can be prevented
- UNIFRANZ · Malditos Agency · 2026
Malditos Agency for Unifranz, World Melanoma Day: 'Some disasters can be prevented' - a mole becomes a wildfire, a lesion an oil spill, damaged skin a drought. The insight: nobody inspects their skin, but everyone recognises environmental catastrophe; scaling the melanoma up to disaster-footage size
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Schoolgirl Newscasters
- EBM · BBDO Pakistan & Impact BBDO · 2023
'Schoolgirl Newscasters' from Pakistan: where 53.6% of women lack access to education and the country ranks 145th of 156 on gender gap, schoolgirls read the news themselves. The insight: the girls whose education is deemed unnecessary demonstrate it live on air - the format is the counter-argument.
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The Land of the Unfree
- Amnesty International · Anorak NoA · 2023
Amnesty International x Anorak/NoA, 'Land of the Unfree': America's most cherished phrase edited to indict the state of abortion rights. The insight: the country's self-image is the campaign's medium - one deleted syllable turns anthem into audit.
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Words Kill Wars
- ADOT · Ogilvy & Mather, Japan · 2014
For ADOT, addressing conflict between Ukraine and Russia, this campaign makes an argument for dialogue over arms. The insight: wars are ended not by more weapons but by conversation, so Words Kill Wars reframes language itself as the decisive weapon, the one that stops fighting rather than starting
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Skinny Toys
- Care · McCann Prague · 2019
CARE's "Skinny Toys": the symbols of a happy childhood - teddy bears, dolls - remade emaciated, ribs showing, to represent a childhood filled with hunger. The insight: statistics about child hunger slide off, but everyone on earth reads a toy instantly, whatever their language, so corrupting the toy
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Your coins make the message
- WWF · DDB Brazil · 2015
DDB Brazil turned the donation itself into the artwork for WWF. The insight: an ask lands harder when the giver completes it, so a magnetic poster is left deliberately unfinished and each coin a passer-by sticks on becomes part of the image, so the act of donating literally builds the picture of the
Nonprofit advertising is where the gap between creative excellence and strategic effectiveness is most visible. The most awarded campaign in this space isn't always the most effective - and the most effective isn't always the most celebrated. The campaigns in this collection have tried to be both: work that is genuinely creative and genuinely impactful. The two ambitions, when aligned, produce some of the most powerful advertising in any category.