Best Non-profit Integrated Ad Campaign

Howard Hughes Medical Institute (HHMI) is a nonprofit scientific research organization and philanthropy dedicated to advancing the discovery and sharing of scientific knowledge to benefit us all. HHMI recently announced an expanded commitment to diversity, equity, and inclusion, committing $2 billion over 10 years to key programs. In May 2022, HHMI announced a bold new program to support this commitment: the Freeman Hrabowski Scholars Program. HHMI chose to partner with GMMB to raise awareness and recruit scientists into the Freeman Hrabowski Scholars Program, designed for early career faculty who have potential to become leaders in their research fields and are committed to training and mentoring scientists from underrepresented backgrounds. Successfully launching this key new initiative required reaching and engaging a broad cohort of scientists nationwide - many of whom didn’t know about HHMI yet. Together, we developed an omnichannel campaign to recruit promising scientists to apply for this rare opportunity to receive up to 10 years of research support. To promote the program, GMMB and HHMI developed engaging creative assets emphasizing the message that equity and inclusion lead to better science. The creative assets also clearly communicated the benefits of HHMI’s program and provided clear guidance and resources for scientists interested in applying. We narrowed in on targeting, using both geotargeting and contextual targeting, to reach prospective applicants in the places and sites they frequent. In the end, our campaign of inspiring videos, social posts, banners, and newsletter and magazine placements proved widely successful.

Contributors:

Partner:	Kaia Lenhart
SVP and Creative Director:	Phillip Allen
VP:	Katie Stevenson
Senior Designer:	Alex Gonzalez
Copywriter:	Eleanor Chen

GMMB

Website: https://www.gmmb.com/

Location: United States

About the Agency:

GMMB is an agency on a mission. We got our start helping great candidates win tough elections—and three decades later, we’re still delivering. But the issues we care about aren’t solved in November. So, we became more than just another political shop. We bring our campaign-trail mindset and ability to hone a message to elevate policy discussions, grow movements, and advance issues year-round. From electoral politics, education, and healthcare to global development and the environment, we are experts who work across disciplines to win—and get real results.