Creative for Good launches, includes SPENT - McKinney

Creative for Good launches, includes SPENT

June 20, 2013

A new online resource for government agencies, NGOs and those who work with these groups officially debuts at Cannes on Friday, June 21. The story of SPENT, the online game about surviving poverty developed in-house by McKinney in 2011 for Urban Ministries of Durham, is one of more than 60 cases studies housed on in time for its launch. Click here to read the case.

Developed in partnership with the World Economic Forum’s Future of Media council with support from the Ad Council and Ketchum, Creative for Good aims to share worldwide case studies containing the best practices in pro-social campaigns. In a New York times article today, Stuart Elliott writes, “The Creative for Good initiative is indicative of the growing interest in the power of public service advertising — also known as social advertising or pro-social advertising — to help affect or change behavior in realms outside the purview of traditional advertising, which seeks to shape shopping or buying habits.”

New cases can be submitted for review by a global panel. Those that meet the necessary criteria will be added, along with this year’s Cannes Grand Prix for Good case studies.