The U.S. Army's "Boost Up" campaign from Publicis New York is the winner of the Create for a Cause contest from Yahoo and the Ad Council. As the winner, the high school dropout prevention effort will receive $750,000 in Yahoo Mail inventory and is the first campaign to run in the new Yahoo Mail ad unit Tandem.
The pro bono campaign, also known as "Boost," started on Tandem yesterday and received 55,000 hits, up from its daily average of 3,000.
The Ad Council and the U.S. Army started the high school dropout prevention initiative in 2000. It has portrayed stories of students who are at risk for dropping out and encourages teens, parents and adults to give these students a boost of encouragement to stay in school. It offers ways to provide support, as well as tips, resources and guidance online, and also uses social media such as Facebook, MySpace and YouTube.
"We're extremely honored to win the Create for a Cause award for 'Boost Up,' " said Rob Feakins, president-chief creative officer of Publicis New York, in a statement. "It has been a rewarding experience to develop an innovative campaign for such an important cause. We're thankful for the generous donation from Yahoo and Ad Council. This will provide a great opportunity for the kids and a supportive boost of encouragement to keep going with their education."
The contest, announced in September, was open to the more than 40 agencies with a current digital Ad Council campaign.