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‘Good’ Campaign of the Week: Esquire

Good Campaign of the Week is a regular feature that celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good. 

Esquire's Mentoring Project Campaign: 'The Mentor Act'

Brand: Esquire
Agency: Barton F. Graf 9000

Esquire recently launched a new initiative entitled ‘The Mentoring Project’, calling upon fifty famous names to share their stories about the mentors that helped them grow into the people they are today. The objective? To remind men of just how important and influential such figures are in all of our lives, and to inspire them to pass the gift on by signing up to a local mentoring organisation.  

Esquire Mentoring Project

A worthy cause, but one of hundreds of worthy causes competing for attention with consumers. So to help the initiative achieve cutthrough, Esquire asked three agencies to each come up with a creative campaign, with Barton F. Graf 9000 the first to unveil their solution.

The idea is The Mentor Act. Tasked with the age-old advertising challenge of behavioural change and persuading people to sign up to a cause, Barton came up with a novel quid pro quo: mentorship as a legal excusal from jury duty.

But more than just a throwaway idea, the agency has created a legitimate bill proposal and is asking people to support the campaign by sending the bill to their local representatives.

Esquire Mentoring Project

The campaign is brought to life with a short documentary directed by Michael Bonfiglio, featuring interviews with long-serving prisoners, who thoughtfully discuss the choices they made in their lives and whether things would have been different had they had better influences. Studies have shown that children with positive role models are less likely to commit a crime and theoretically, less crime would mean there was less need for jurors, bringing it full circle.

Watch The Mentor Act Documentary Here

The microsite set up to promote the campaign features further reading and research on the topic, as well as a copy of the bill with users encouraged to send it to their state representatives with a view to pushing the bill to the top of the national agenda.

Barton F. Graf 9000 is an agency quickly becoming known for it work to promote positive social change. It’s provocative ‘Climate Name Change’ campaign won countless plaudits and accolades in 2013, including a D&AD Yellow Pencil, and once again the agency is seen putting its creative nous to positive use.

Esquire Mentoring Project

D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.

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