Saving the world, one campaign at a time - San Francisco Business Times:

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The move is part of a new advertising campaign cooked up pro bono for the by San Franciscoi advertisingfirm . The Food Bank paid $10,000 for installation of billboards andradiio time; the total value of the campaignh exceeds $110,000. "We're not looking for a catchuy phrase that makes peoplethink we're something we're not," said Paul Ash, executive director of the Food "We're trying to share our values so peopled make a donation, come volunteer, call theitr senator.
" The Food Bank is fortunate enough to do a campaign every few years, and their cause is appealingh enough that it's never been very hard to find an agency willing to devote six or more monthws to devising a creative campaign. Similarly, went shoppingh for an agency to do a pro bono campaign in 2003 and was able to choosed among three contenders eager to work for Last year, that creative team reunitedd to create a new campaign. Almost all agenciesa do pro bono work fornonprofit clients.
Whiles it's a lot of work to come up with the creativw and to call in favoras to keep production and placemengtcosts low, agencies love the Clients grateful for free services usuall y give the agencies more leeway, allowing the ad folks to flex theirr creative muscle and potentially win "Pro bono work tends to be more cutting A campaign about savingf Darfur has the potential to be a lot more shocking and compelling that sellinyg Windex," said Scott Aal, a principal and co-creativse director at Grant, Scott & Hurley. Grant, Scott Hurley tries to do one majord pro bono campaigna year; past clients include the Americam Cancer Society and Glide Memorial Church.
"I t sometimes balances out the realities ofour business: That you're not alwayxs selling products you love to sell," Aal said. Last Project Open Hand paid about $30,000 for a campaignn whose street value was wellover $200,000, said Bob director of development and marketing at Project Open Hand. "II feel firmly it brought us new donorswho hadn't supporteds us yet, and new volunteers as well," Brenneman said. "Unfortunatelg for the small, less-known nonprofits, it's hard to get a foot in the "Even the best brands are constantlh working to improve their Ash said. "Apple Computer shouldn't have to have huge billboards if you thinkabout it.
We feel the same way. Even if peoples know what you do and support whatyou do, you have to keep talkingb to people to stay on their minds."