Yahoo Mail and the Ad Council today introduced Create for a Cause, a competition for ad agencies' best nonprofit digital campaigns. The winner will occupy the ad unit on Yahoo Mail when it debuts on Nov. 18, getting 75 million impressions on Yahoo! as well as being the first ad campaign to run in the new ad unit called Tandem. The effort will also run throughout the Yahoo network and on the Ad Council site.
The competition is open only to the more than 40 agencies that have a current digital Ad Council campaign. The entry can be based on an existing campaign or a new one. It should use the features of the new ad unit -- such as synched animation, floating rich media and streaming video -- to most creatively and effectively use the Tandem capabilities.
Submissions are being accepted online through Oct. 23, with the winner to be announced Nov. 4. Entries will be judged by a committee of advertising industry leaders, including Allison Arden, publisher of Advertising Age; Nancy Hill, president-CEO of the American Association of Advertising Agencies; and Randall Rothenberg, president-CEO of the Internet Advertising Bureau.
"Agencies are doing an unbelievable job of building smart campaigns for good causes and helping nonprofits break into digital in meaningful ways," said Beth Lawrence, VP-agency development for Yahoo!, in announcing Create for a Cause. "This contest with the Ad Council provides a fun and creative way for agencies to showcase their creative genius, get some recognition for their favorite nonprofits and drum up interest and visibility for an important cause. We are thrilled to be a part of this contest and part of the digital revolution for every kind of campaign."