Best Entertainment Integrated Ad Campaign

CharactersUnite.com launched on Martin Luther King Day 2009, the day before President Obama’s historic inauguration. The campaign kicked off with TV spots on USA Network’s air and an online campaign and website asking Americans, despite their individual differences, to take a pledge for unity and mutual respect. The campaign also launched with a Facebook application where users can earn CHARACTERS UNITE badges by sending pledge invitations to their friends. Those who pledge have the chance to see their names featured on-air during USA Network broadcasts and via a rolling ticker online. In addition, Citizen helped develop the Characters Unite Advisory Board of 10 non-profit organizations dedicated to combating intolerance. The website, Facebook application, TV spots, NGO coalition, and overall campaign strategy were all developed by Citizen. The campaign has garnered more than 41,000 pledges to date and continues to build.

Contributors:

Executive Creative Director:	Robin Raj
EVP/Director of Strategy:	David Cumpton
Copywriter/Director of Interactive:	Tu Vu
Design Director:	Chelsea Davidson
Design Director:	Sonja Hernandez
Creative Director/Film Director:	Steven Fong
Developer:	Phuong Nguyen
Director of Interactive Production :	Dan Fields
Developer:	Ben Borowski

CITIZEN GROUP

Location: USA