One Good Idea: Overnight Sensations
“They said, ‘Well, you know, that sounds like a great project. But — pie in the sky — if you could have anything in the world, what would it be?’” Bender says.
She changed her request to a new TV public service announcement, and the agency created it, literally, overnight. SBC has been using the PSA for the past two years and plans to continue using it. Needless to say, Bender’s a huge fan of the program.
“Here are agencies across the country willing to give of their time and their wonderful talent to help move all of these different, individual organizations forward; and the fact that they’ve offered that, I think, is absolutely an opportunity that nonprofits should take advantage of,” Bender says. Instead of nonprofits trying to get the most for the least amount of money, these agencies are offering up services for free, she remarks.
The program also is a win for agencies. Hypno, a marketing and advertising firm in New Jersey, has a staff of three. But during CreateAthon, which it’s done for five years now, it’s brought in as many as 26 volunteers from ad and marketing agencies throughout the region to help 44 local and national nonprofits. Creative Director Richard Cardona, calls CreateAthon a “soul-cleansing experience.”
“This is the way to re-energize the soul, and it really makes you feel good that you’re doing things for organizations that are helping our com-
munities so much,” Cardona says.
“We can help out more organizations in one night enlisting the help of our CreateAthon squad than we could throughout the rest of the year just as a small agency,” he adds.
This year’s national CreateAthon is scheduled for the week of Sept. 10. Agencies and design firms interested in participating should sign up via the CreateAthon Web site as soon as possible, and nonprofit organizations are encouraged to submit requests for services.