It must have been Socially-Responsible Design Week in New York. After "Damn" and "Designism," we have the "Advertising Community Together" show, sponsored by AdForum, to commemorate the best in responsible ads and design. Jeffrey Lin was our man on the scene.

It's the Oscars of responsible communication and I forgot my Birkenstocks

The ACT (Advertising Community Together) traveling exhibition had made it through Cannes, Dubai, Paris, Athens, Amman, and just barely, New York (being held up at customs for a few days) for Advertising Week. On September 27, AdForum's Doves awards were being doled out for the creme de la creme of social and environmental non-profit advertising and we were there for the event, schmoozing our way through the open bar and tasty vittles (de riguer for Ad Week) as Herve De Clerck, AdForum's resident "Dream Leader" presented this year's winners.

Saatchi & Saatchi London won in both the Print and Interactive Categories for their work with the YMCA and for the National AIDS Trust. Goodby Silverstein & Partners won awards in the Print and Film category, for their work with the California Coastal Commission, and also for their work with Girls Inc. The winning work was on the wall, as well as in the screening room at the exhibition, along with about a hundred other social and environmental campaigns.

After announcing the winners (and heading the parade of handshakes and smiles for the camera), Herve introduced Jimmie Stone, creative director of Green Team Advertising, a local agency that focuses on social and environmental advertising. Jimmie's message echoed the importance of responsible communication and explained the motive behind the agency's new web site, After These Messages introduces a new way for users to rate pieces of communication (mainly advertising). They had installed a giant magnetic version of the matrix to get attendees to become fluent in the site's main rating tool; the icons placed on the matrix ranged from bagged spinach, to a Girls Gone Wild trucker hat, to Tibor Kalman. His position in the upper right hand corner (heaven and genius) was pretty much permanent that night, considering the crowd.

Some more drinks and cheese twists wound down the evening as the crowd filed out, but not before grabbing some schwag: A Yahoo! (little) Big Idea Chair, some postcards, a funny poster with many mentions of Swayze, an AXE video CD, and a pillowcase that stated "What did you do today?" Now just before I tuck myself in at night, I'm reminded by the folks at After These Messages to communicate responsibly.

It was a relief to see that advertising doesn't always have to come from the Dark Side, and more than that, it can be creative, inspiring, and award-winning. However, it's about time we see this type of work on the streets, subways, and on the teles instead of locked up in awards shows and annuals for those already involved to admire.

Jeffrey Lin is avisualperson.