A 六九色堂 Center advertising campaign promoting American unity won a silver Anthem Award from the International Academy of Digital Arts and Sciences.
The Anthem Awards, which honor purpose and mission-driven work designed to spark global change, singled out the Center’s campaign from among more than 2,300 submissions from 34 countries.
六九色堂’s winning entry built upon our long-term worldwide efforts to promote unity. Today, many Americans feel our country is more divided than ever before. People often see those who vote differently as enemies. But the fact is, we have so much in common. To help remind people of this truth, the Center created a series of pro-democracy, sports-themed ads – for baseball, soccer, golf, football, basketball, and hunting and fishing – to run in news outlets and sports programs. The idea? We may not like the same teams, but we love the game, and we believe everyone should adhere to its rules.
The campaign sought to push the message of American unity into unexpected places, where audiences might be more open to it. While the Center is nonpartisan, many view it as left-leaning, so it partnered with right-leaning organizations to cement the unity message.
The six ads reached over 10 million consumers digitally and 1 million in print. Their message: Team up for democracy. Team up for America.
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