The Resource Alliance has shortlisted five DRTV adverts from three countries for the second annual international Gold Star Award for Excellence in Fundraising DRTV. The winner will be decided by delegate vote at the International Fundraising Congress (IFC) in Holland in next week.
The Gold Star Award, sponsored by creative agency WWAV Rapp Collins, is the world's only international competition for charity and NGO DRTV adverts.
The five shortlisted adverts are:
The Brooke' 'Taru’s Heavy Load'
Canadian Blood Services' 'Because'
Rapp Collins (DDB Canada)
UNICEF Mexico's 'Lucia'
Arena Media Communications
Wateraid's Watch This
Watson Phillips Norman
The winning advert will receive the Gold Star Trophy and a free place at the 2009 congress for the charity that made it.
Award judge Ian Haworth, global chief creative officer creative of Rapp Collins, said: "TV can be a highly effective medium to both influence and fundraise and given media fragmentation it is now also much more cost effective. These five ads demonstrate how to use the medium to best effect and will hopefully inspire others to test TV as part of their overall communications strategy."
Alan Bird, director of marketing and communications at the Resource Alliance, has plans to develop the awards, such as expanding it to non-fundraising TV awards, and perhaps splitting the awards into separate categories for mature and emerging markets.
The 28th International Fundraising Congress takes place from 14 to 17 October 2008 at Leeuwenhorst in the Netherlands.