Campaign: Getting the Dirt: 2006-2007 Annual Report
Winner: Ogilvy Public Relations & The Soap and Detergent Association
To enhance its 2006-2007 annual report, the Soap and Detergent Association (SDA) wanted to spread a message about the positive benefits clean products and practices have on
consumer's health and quality of life. Also, SDA wanted to inform its members and secondary audiences of educators, parents and media about the regulatory changes affecting the
cleaning products industry.
Spic-and-Span Execution
Teaming up with Ogilvy PR, SDA made cleaning products' benefits a priority in the annual report, unlike previous years where it was treated as an afterthought.
For the report, the team chose a "clean" design motif that was both simple and appealing. Within a six-week period from November 2006 to February 2007, the team developed the
art direction, shot original photography for the cover and interior pages, edited, designed and printed the annual report.
A Clean Result
The annual report was unveiled at the 2007 SDA Convention in Boca Raton, FL. There, SDA President and CEO Ernie Rosenberg said, "Our new design approach to SDA's 2006-2007
Report to the Membership compels our members and stakeholders to pick it up. Graphically and editorially, we wanted to take a bold step away from a generic approach with our
Report."
Honorable Mentions
The Mount Sinai Medical Center: Inside Mount Sinai--Mount Sinai sought to revitalize its newsletter to attract more readers among their employees and those staying at the
center. By creating a new masthead and switching to color pages, they helped the dated newsletter look new again, thus reviving interest in the publication.
Baylor Health Care System: Baylor Progress--The Baylor Progress is a newsletter to connect employees from all 12 Baylor hospitals and keep them up to date on the lastest
information. To balance cost and interest, employees write most of the content, which is then edited to make sure the content's quality and tone are consistent.