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BBDO Guerrero Ortega won the Advertising and Marketing Effectiveness (AME) Gold Medallion for its ChildHope “Chalk Series” in the category of Public Service/Not-for-Profit.
The AME awards honor excellent creative communications on an international scale.
ChildHope “Chalk Series” is such an example. It is a simple yet ingenious campaign that depicted various urban spots, sidewalks, side streets and alleys as the living quarters of street children, by the simple use of chalk drawings.
BBDO GO’s two-pronged campaigned stated the plight of street children into clear and concrete terms, to support the ChildHope Asia Philippines’ information drive. Its second phase educated the public on the Foundation’s programs to improve the lives of street children.
The campaign amassed donations close to US$100,000 in cash and in kind, and high-end entities like Starbucks and Forbes Park volunteered support for the campaign’s Saturday School. The campaign’s effectiveness was due, in part, to media exposure in the country’s leading broadsheets and TVCs airing in four local stations.
BBDO GO’s ChildHope “Chalk” series had already won a number of local and international awards. In 2005, “TV”, “Bed”, along with “Pool” had won awards and finalist citations from the Philippine Ad Congress, DIWA’s and The Creative Guild’s Ad of the Year.
In 2006, the campaign won accolades worldwide. “Bed” was a Clio Print finalist. “Tree”, “Fireplace”, and “ ts” were finalists in AdFest, Bronze winners for Print in Cannes and Outdoor Finalist, also in Cannes.
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