CB's top Public Service+Charity ads of the decade

Here are Campaign Brief's favourite public service and charity ads of the noughties - work that not only appealed to the award judges, but also made a difference. We would like to add a few more ads or campaigns to this worthy list, so suggestions welcome.

Picture 577.png1. WWF 'EARTH HOUR'
2007
Agency: Leo Burnett, Sydney
Creative Director: Mark Collis
Copywriter: Grant McAloon
Art Director: Michael Spirkovski
Director: Justin Kurzel
Production Company: Cherub Pictures



Picture 569.png2. NAPCAN 'CHILDREN SEE, CHILDREN DO'
2006
Agency: DDB Sydney
Executive Creative Director: Matt Eastwood
Copywriter: Charlie Cook
Art Director: Simon Johnson
Director: Sean Meehan
Production Company: Soma Films



Picture 570.png3. TAC 'PICTURES OF YOU'
2008
Agency: Grey, Melbourne
Creative Director: Nigel Dawson
Copywriter: Brendon Guthrie
Art Director: Tim Holmes
Director: Mark Molloy
Production Company: Exit Films


Picture 568.png4. PEDESTRIAN COUNCIL 'PRISON'
2001
Agency: Saatchi & Saatchi Australia
Creative Director: Mike Newman
Copywriter: Jay Furby
Art Director: Jay Furby
Director: David Gaddie
Production Company: Silverscreen Productions




Picture 571.png5. SUSTAINABILITY VIC 'BLACK BALLOONS'
2006
Agency: George Patterson Y&R, Melbourne
Creative Director: James McGrath
Copywriter: Sassy Havyatt
Art Director: Frank Muller
Director: Mark Molloy
Production Company: Exit Films



Picture 572.png6. RTA 'PINKY'
2007
Agency: Clemenger BBDO, Sydney
Copywriter: Chris Pearce
Art Directors: Baz Baker and Pic Andrews
Director: The Glue Society
Production Company: @radical.media




Picture 573.png7. QUIT 'SEPARATION'
2008
Agency: The Campaign Palace, Melbourne
Creative Director: Tony Leishman
Copywriter: Pat Lennox
Art Director: Ben Green
Director: Sean Meehan
Production Company: Soma Films



Picture 574.png8. UNITED NATIONS 'VOICES PROJECT'
2008
Agency: Saatchi & Saatchi, Sydney
Creative Directors: Steve Back and David Nobay
Digital Creative Director: Brian Merrifield
Copywriter: Steve Jackson
Art Director: Vince Lagana
Photographers: Tim Gibbs, Petrina Hicks, Sean Izzard, David Knight, Scott Newett and Daniel Smith
Production Company: Soma Films


Picture 575.png9. RED CROSS 'WE GAVE BLOOD'
2005
Agency: BMF Sydney
Creative Director: Warren Brown
Copywriter: Andrew Petch
Art Director: Andrew Ostrom
Director: Ben Lawrence
Production Company: Caravan Pictures



Picture 593.png10. MTV EXIT FOUNDATION 'DIFFERENT LIVES'
2008
Agency: Colman Rasic Carascco, Sydney
Creative Directors: Dejan Rasic and Rebecca Carrasco
Creative: Dejan Rasic
Creative: Rebecca Carrasco
Director: Steve Rogers
Production Company: Revolver




Picture 576.png11. UNITED NATIONS 'RACISM'
2004
Agency: Saatchi & Saatchi, Sydney
Creative Director: David Nobay
Copywriter: David Nobay
Art Director: David Nobay
Director: Tim Gibbs
Production Company: 8 Commercials




Picture 594.png12. VB 'RAISE A GLASS'
2009
Agency: Droga 5 Australia, Sydney
Creative Director: David Nobay
Creative: Cam Blackley
Creative: Matty Burton
Director: Gary Freeman
Production Company: @radical.media




Picture 581.png13. SPECIAL OLYMPICS 'THE OFFICE'
2006
Agency: Whybin\TBWA, Sydney
Creative Director: Garry Horner
Copywriter: Misha McDonald
Art Director: Dave O'Sullivan
Director: Rodd Martin
Production Company: The Guild of Commercial Filmmakers



Picture 595.png14. ACF 'SUPERHERO'
2007
Agency: Clemenger BBDO, Melbourne
Creative Directors: Emma Hill and Cameron Hoelter
Creative: Emma Hill
Creative: Cameron Hoelter
Director: Mark Molloy
Production Company: Exit Films











12 Comments

EL G said:

Good stuff.
Although i dont agree with their message, Earth hour was a very successful campaign.

Anonymous said:

Earth Hour - about as useful as Copenhagen.
When will it ever end.

Anonymous said:

Seperation should have been much higher.

Raise a glass though? RSL yes, but isn't alcohol one of the problems we make community ads about?

Anonymous said:

How can RTA Pinky not be number 1??

Anonymous said:

Children see, children do is infinitely better than earth Hour. It should have been no 1.

Anonymous said:

With the coldest temperatures in 50 or more years across the northern hemisphere I think we should leave the lights on next year.

Anonymous said:

I agree about Children See being better than Earth Hour. But most things are.

I'd stick Pinkie at the top for being a simple idea that changes behaviour and that latched into the public consciousness, and I'd add the ASCA Child Abuse campaign purely for riling so many people on this blog and out in the real world.

My beef with most of the ads on this list is that they didn't create discussion or controversy. You watch them, agree that something should be done, then move on.

Earth Hour as a concept did bite thanks to Fairfax but the executions were lame.

Anonymous said:

no planet. no kids. period!

Anonymous said:

Sydney Dogs Home Stick. Or is this just TV. The anti smoking girl talking to dad in bed by BMF was great.

Anonymous said:

I like special olympics 'the office' because it has a great twist, and leaves you with a good feeling.

Anonymous said:

WorkSafe's campaigns in Victoria have been hugely successful in raising awareness and have also got results. The ad with the kid bouncing a basketball waiting for his dad while other people are getting home from work has ended up running in three other states and even in some US states.

Meanwhile, Earth Hour needed the SMH to heavily retouch their before and after shots to show any difference at all.

Anonymous said:

Sorry 11.21, but as soon as someone uses the word 'planet when they talk about the environment', I just know they're wankers. (Whatever the truth of Global Warming, the planet won't be much bothered one way or the other.) You also managed to subtly slip in Reverend Lovejoy's wife's refrain: "Won't somebody think of the children!" Strike two. I'll add strike three for lack of capitals while still using the word "period", which means "full stop" - so that's strike three. You're out.

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