Company: Ad 2 Tampa Bay, Tampa, FL USA
Entry Submitted By: Pinstripe Marketing
Company Description: Ad 2 Tampa Bay is the professional association in the area for Advertising, Marketing, Communications and Creative young professionals under the age of 32. Since 1947, Ad 2 has been a group of people helping people via education, legislation and public service.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Low Budget (Under $10,000 / €7000)
Nomination Title: Ad 2 Tampa Bay's I Own Me Campaign for The Spring of Tampa Bay
In up to 500 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:
Ad 2 Tampa Bay, a non-profit young professional group, developed the I Own Me campaign for The Spring of Tampa Bay, a non-profit Domestic Violence shelter. Ad 2 selected The Spring in October 2010 to provide a youthful creative approach to their needs based on their staff’s and volunteer’s older demographic, when it was learned that one in five female high school students is physically or sexually abused by their boyfriend and the rates between teens and adults revealed that teens are at higher risk of intimate partner abuse and of those abused 94% of them are females between the ages of 16-19 when the abuse starts. Statistics like these made it obvious that this project would not just help an organization, but aid the widespread of a national cause.
Ad 2 developed the entire campaign from scratch geared towards female teens with mothers being our secondary target. When developing the concept we asked ourselves what do teens pride themselves on? We decided teens long for owning themselves; having their own freedom to do what they want and having themselves be in charge of their decisions. Teenagers like to feel empowered and we wanted to convey to teens that they should have that same empowerment when it comes to making decision in a relationship. Thus we created I Own Me.
I Own Me had over 35 volunteers throughout the campaign lending their creative talents. When developing the campaign we tailored the creative to engage female teens and although the campaign was created for The Spring the message was general so that any shelter or organization would be able to use the creative. The awareness campaign consisted of a wide variety methods of execution that consisted of press releases, radio and TV interviews, radio and TV commercials, billboards, t-shirts, QR codes, posters, website, Facebook, pledges, community events, print and digital ads, media kit and more. The campaign was strategically launched in February 2011 to coincide with National Teen Domestic Violence Awareness and Prevention Month.
The results of the campaign have been a success! We were able to secure over $57,000 in donated media, $45,000 in design, 500 hours of labor and estimate 3,963,220 unique impressions spending only $3,000 total for the entire campaign. We received over 2,000+ visitors to www.I Own.Me, 1,800+ pledges on the website, 552 radio spots with an estimated 2,000,000 listeners, 7 billboards with an estimated 5,000,000 impressions, multiple ads in a teen newspaper written by teens available to 75,000 students, multiple ads in Tampa Bay Parenting magazine with 70,000 readership, 5 high schools with over 200 students participation in a youth teen summit, 10% increase in calls to the domestic violence hotline, 3 community events, television coverage of events that has reached over 750,000 households, numerous mentions on the web from our public relation efforts, 10 other shelters have since used the campaign, a at Department of State woman’s summit 20 countries requested additional info on how they can execute the campaign in their countries and more!
List the URLs (web addresses) of any online news stories, press releases, work samples, videos, photographs, or other supporting materials that you would like the judges to see. IMPORTANT: List each URL on a separate line, begin each URL with http://, and enclose each URL in square brackets. For example, [http://www.yourcompany.com/pressrelease.html]:
Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 100 words):
Tamara Whittaker – President and CEO of Ad 2 Tampa Bay. Tamara has held several board positions with Ad 2 since 2007 and is a Senior Project Manager for Pinstripe Marketing.
Lindsey Howe – Public Service Account Director of Ad 2 Tampa Bay. Lindsey currently serves on the board of Ad 2 as Treasurer and is an Account Manager at Momentum Mobile.
Gabriel Valdivia – Public Service Creative Director of Ad 2 Tampa Bay. Gabe currently serves on the board of Ad 2 as Secretary and is a Mobile Designer & Developer at Mad Mobile.