Regional advertising competition uses Eckerd Kids as case study

TAMPA, FLORIDA — For six years now, 22squared has hosted Mobilize, an annual advertising competition that puts young creatives in contact with non-profits for a crash course in agency life.

For 2017, Eckerd Kids was the lucky charitable organization to benefit from the students’ intense 48-hour efforts.

Five teams of five were told to create a diverse, multi-platform marketing campaign that could inspire would-be foster parents to join Eckerd Kids in their mission. They used Hillsborough County, Florida, as their target audience.

“We are proud to have Eckerd Kids as our client for our fourth annual event and can’t wait to see all the great student work to come,” Shane Needham, vice president and director of production, 22squared, stated. “Many thanks to all our sponsors without whom this would not be possible. We are incredibly excited to see this event continue to grow each year and as a contribution to our community and our industry.”

The teams competed for a variety of prizes, and of course — the pièce de résistance — seeing their creative concept come to life in a real-world advertising campaign.

Mobilize competitors are all actively pursuing a degree in either creative, advertising, marketing, PR or communications. In 2017, applications came in from all around the Southeast, including USF, FSU, Ringling, SCAD, UGA, UNC Chapel Hill and University of Alabama, among others.

Over 110 applications were sent to 22squared for the coveted 25 spots.

“Mobilize 2017 offers us the chance to engage with outrageously-talented, up-and-coming marketing and advertising minds who will help bring new perspectives to the complex issue of foster home recruitment,” Eckerd Kids’ Director of Development Operations, Chris Harrell, CFRE, said, in a release. “Eckerd Kids has always been about providing youth with opportunities to succeed and we are truly honored by the opportunity to work alongside 22squared and the amazing students participating in this event.”

This is the fourth year for the Mobilize initiative in Tampa, and sixth for the agency — which also has an office in Atlanta.

For 2017, the winning team was “Vicious & Delicious” with their campaign “You Don’t Have to Change Your Life to Change a Child’s”.

(Left to right in picture)
Miranda Heath, USF
Maxim Yodzis, FSU
Mason Douglass, SCAD
Jessica Iglesias, Ringling
Asunta Rossi, Ringling