Erika Engle

Friday, June 10, 2005

Meals on Wheels
campaign wins yet
another prize for Ad2

THE American Advertising Federation has honored Ad2 Honolulu with its fourth consecutive prize for the best pro bono advertising campaign in the nation, an unprecedented string of victories.

Ad2 Honolulu is an organization for advertising professionals age 32 and younger that selects a nonprofit organization to receive a multimedia marketing campaign. Ad2 Honolulu won the prize for its campaign this year for Hawaii Meals On Wheels.

Events at shopping malls drew 20 percent more phone calls to Hawaii Meals On Wheels this year than last, resulting in more clients and volunteers.

Ad2 Honolulu was one of 17 national Ad2 chapters competing at the conference, which concluded Tuesday in Nashville, Tenn. The federation also awarded Ad2 Hono-lulu its second consecutive Club of the Year award and presented the Club President of the Year award to Dana Lehman-Gyllen, promotions director at Honolulu Publishing Co.

This year's Ad2 campaign included public relations, broadcast, print and other types of advertising, development of collateral materials such as brochures, a refreshed logo, promotions and volunteer recruitment, said Brandon Suyeoka, Ad2 public service chairman. He is an account executive at Hendrix Miyasaki Shin Advertising Inc.

This year's campaign is valued at more than $1 million. The client pays only for materials "but not the work, the media placement, public relations efforts," or other aspects, Suyeoka said.

Suyeoka, Lehman-Gyllen and Jenny Alessandrelli of Olomana Marketing presented the campaign to the judges and highlighted a new facet of this year's campaign, its partnerships with Times Super Market and McDonald's Restaurants.

The call for entries for next year's pro bono campaign will be issued in July and will be posted on the club's Web site at www.ad2honolulu.org.

See the Columnists section for some past articles.

Erika Engle is a reporter with the Star-Bulletin. Call 529-4302, fax 529-4750 or write to Erika Engle, Honolulu Star-Bulletin, 500 Ala Moana Blvd., No. 7-210, Honolulu, HI 96813. She can also be reached at: eengle@starbulletin.com

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