Campaign Digital Awards 2005: Best Charity/Public Sector Campaign

WINNER Title: Someone To Turn To Agency: Agency.com Creative director: Paul Banham Art director: Adrian Peters Writer: David Wellington Client: NSPCC New-media senior officer: Stephanie Hughes Work: www.awards.london.agency.com/campaign

The NSPCC wanted to reach a younger generation of donors. Agency.com identified three potential donor types and tailored creative and media to suit each. One route played to people's emotions, targeting women.

A more rational approach used "court" and "languages" on male-oriented sites, while the third, based on the insight that younger audiences prefer proactive to passive fundraising, targeted all donor types. The first month saw 648 per cent of the expected response, while the average click-through rate was six times higher than predicted. Cost per click was just 16 per cent of the planned cost.

COMMENDATION Title: COI Marines Recruitment Agency: glue London Creative director: Seb Royce Art directors: Christine Turner, Simon Lloyd Writers: Simon Lloyd, Christine Turner, Designers: Leon Ostle, Dan Griffiths Account manager: Serena Nutting Client: COI Communications (Naval recruiting) Director of digital media: Jamie Galloway National campaign manager: Julian Perkins Work: www.gluelondon.com/awards/2005.CDA2005

To be a Marine, you need to be tough, physically and mentally. To give the Marines an exclusive edge and shoo away the pretenders, glue adopted the "99.9 per cent need not apply" tone developed by Rainey Kelly Campbell Roalfe/Y&R. A series of stark, hard-hitting executions were created to shock and surprise an audience of 16- to 24-year-olds. Interactive technology allowed users to "test" themselves and find out more about what it takes to be a Marine. The click-through rate reached 5.6 per cent and climbed to 34 per cent when potential candidates played with the rich-media executions.