Beware of big advertising agencies seeking to gain prestige and awards through offering free advertising to nonprofits.
For example, the advertisement created by DDB Brasil for World Wildlife Fund. (Fox, 2009) This ad, pictured above, references a natural occurrence, a tsunami, with a terrorist attack, 9/11. This correlation doesn’t effectively speak towards the WWF audience of caring for wildlife. It is controversial, emotionally painful, and would most likely alienate more audiences than draw audiences into the cause.
Perfect for an award, not for increasing support and aid for WWF.
Although awards were won, WWF “to their credit, has denounced the work.” (Fox, 2009)
Credit: Fox, Greg. (2009, September 20). Award-winning stupid nonprofit ad raises eyebrows (but probably no money) [Web log message]. Retrieved from http://www.donorpowerblog.com/donor_power_blog/2009/09/fun-week-awardwinning-stupid-nonprofit-ad-raises-eyebrows-but-probably-no-money.html