Winner: Business Software Alliance & Mindshare Interactive
Campaign: BSA Cyber Tree House
The Business Software Alliance, an international advocacy group that sets out to prevent software piracy, already had a Web site to educate students and teachers about piracy
dangers, but it overlooked a key audience necessary to achieve its awareness goals: kids age eight to 13. Thus, the BSA, along with Mindshare Interactive, needed to launch a kid-
friendly site with a very adult message: Internet corruption is dangerous.