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Why ditching depth is dangerous: Insights from London into the social factors driving violent extremism
Michael Thompson and Michael McLean, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses the value of qualitative research, using an example of recent work which informed the UK's counter-terrorism strategy.
This paper discusses the value of qualitative research, using an example of recent work which informed the UK's counter-terrorism strategy. Qualitative research is one of the most effective ways of understanding the major issues facing society. However, it is argued that in the race to generate instant insight and to use technological solutions, researchers are at risk of overlooking the fundamental strengths of qualitative approaches - depth of insight and understanding of social context. The research described was undertaken in four London boroughs with the aim of generating understanding of attitudes towards terrorism. Qualitative research methods allowed a depth of understanding of the tensions in people's lives, and led to the development of a series of recommendations for reducing vulnerability to radicalisation.
Creating a sustainable future for MROCs: Preventing the exhaustion of the most promising development of our industry
Anke Bergmans, Jos Vink and Michelle de Laat, ESOMAR, Qualitative, Valencia, November 2013
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment.
This paper discusses recruitment methods for Market research Online Communities (MROCs), arguing that by taking a new approach such communities can generate more insights for less investment. Researchers are increasingly concerned with the cost-efficiency of MROCs and are seeking to fit in as many MROCs projects as possible. This scenario has led to response wearing out and members dropping out faster than new members can be recruited. A new promising methodology becomes exhausted before it even gets the chance to shine. It is argued that successful communities have the correct balance of 'creators' and 'contributors', with an example of a successful MROC described.
How Transport for London uses social media to keep a city moving
Matthew Carlton, Event Reports, IPA Eff Fest, October 2013
This event report describes how Transport for London (TfL), the local government organisation, uses social media to update people on transport issues.
This event report describes how Transport for London (TfL), the local government organisation, uses social media to update people on transport issues. The organisation's use of social media has allowed it to reduce customer services costs, gain customer insights, and improve its reputation by appearing more 'human'. Social media is a useful way for the organisation to keep people updated with developments on public transport and road traffic in real time. An important part of its approach is to ensure tweets are responded to rapidly - usually within minutes - maximising the value of the service to customers. It has also been found that responding to queries via Twitter takes significantly less time than by email, letter or telephone, reducing costs for the organisation.
Colombian Ministry of Defense: A message of peace
Jay Chiat Strategic Excellence Awards, Honourable Mention, October 2013
This case study describes a campaign by the Colombian Ministry of Defence to promote a demobilisation scheme for guerrilla militias.
This case study describes a campaign by the Colombian Ministry of Defence to promote a demobilisation scheme for guerrilla militias. Three target groups were identified according to their role and position in the hierarchy of the groups, and a comprehensive demobilisation and 'reinsertion' (into society) scheme promoted in different ways to each. The campaign was built during the run-up to Christmas, as this is when the desire to demobilise is greatest. Three groups were then targeted separately - militias, foot soldiers, and commanders. Militias, as city dwellers, were targeted through mass media including television and radio, with messages from former football players. Foot soldiers were targeted with a 'follow the light' message which included billboards with ink that was visible only at night, and shafts of light cast into the sky to guide guerrillas out of the jungle. Commanders represented the greatest challenge as they were more ideologically opposed to the government. Four well known ex-commanders invited commanders to demobilise, accessing the audience through radio, including public address systems placed in the jungle, and followed up by flyers, banners and billboards. During the three months of the campaign 288 guerrillas demobilised, reversing the decrease in demobilisations to steady growth.
Follow2unfollow: using social media to drive social change
Ivan Castano, Event Reports, The Festival of Media LatAm, September 2013
This event report discusses the Follow2unfollow campaign, which sought to reduce crime levels in Puerto Rico by making innovative use of Twitter to change the attitudes and habits of young consumers.
This event report discusses the Follow2unfollow campaign, which sought to reduce crime levels in Puerto Rico by making innovative use of Twitter to change the attitudes and habits of young consumers. More specifically, three inmates in the country were equipped with connected devices so they could make posts discussing the hardships of prison life. Alongside generating considerable levels of earned media coverage, the campaign was boosted by the provision of free ad inventory by several print and broadcast groups. Alongside achieving significant reach, Follow2unfollow drove the desired shift in perspective among the target audience.
Centre for Enabled Living: Let's Talk Ability
Robin Nayak and Natalie Gruis, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes a campaign by the Centre for Enabled Living (CEL), an agency that works with disabled people in Singapore, which aimed to increase awareness of and contact with Singaporeans with disabilities.
This case study describes a campaign by the Centre for Enabled Living (CEL), an agency that works with disabled people in Singapore, which aimed to increase awareness of and contact with Singaporeans with disabilities. CEL's challenges were that people in Singapore did not like to think about disability and that the role of disabled people was considered to be receivers of help. This campaign urged people to reconsider the meaning of disability by focusing on what people could do rather than what they could not. It used television, a micro-website, and print and digital ads to highlight amazing things that disabled people could do, despite their disability. The campaign was enhanced by widespread media coverage. As a result of the campaign perceptions of disabled people shifted: Singaporeans felt more comfortable dealing with disabled people and felt that society was able to cope with disability. CEL also received more enquiries regarding providing assistance for disabled people.
UN: Free the forced
MMA Smarties, Silver, MMA Smarties, 2013
This case study describes a campaign by the United Nations Association of Germany, the not-for-profit organisation, which sought to raise awareness of forced marriage.
This case study describes a campaign by the United Nations Association of Germany, the not-for-profit organisation, which sought to raise awareness of forced marriage. A German tradition where couples fix 'love padlocks' to a bridge inspired a mobile campaign which highlighted the difference between marriage for love, and forced marriage. People were encouraged to donate money to help victims, with an animation symbolising the freeing of women. The campaign achieved online and social media engagement, stimulated visits to the bridge where the tradition originated, and gained press coverage.
Call and Response, US Department of State: Slavery Footprint
Cannes Creative Lions, Creative Effectiveness Lions, 2013
The US State Department sought to raise awareness of modern day slavery with this campaign that invited people to take a survey and find out "how many slaves work for you".
The US State Department sought to raise awareness of modern day slavery with this campaign that invited people to take a survey and find out "how many slaves work for you". An animated, interactive experience let users manipulate illustrations to provide answers, with each user given an exact number of slaves working for them around the world, in addition to where they were concentrated, and what items in the user's survey contributed the most. There were 1.1m fully completed surveys, far exceeding the goal of 150,000 in a year.
Yasuni National Park: Sometimes it is better to do nothing
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This campaign for the Government of Ecuador sought to protect the nation's bio-diverse but oil-rich Yasuni National Park.
This campaign for the Government of Ecuador sought to protect the nation's bio-diverse but oil-rich Yasuni National Park. In return for leaving Yasuni's oil in the ground, the campaign asked the international community to make up 50% of the income Ecuador would earn over the next 10 years if the country exploited the region's oil reserves. The campaign began with a summit meeting between the Ecuadorean president and Al Gore, the world's most influential environmentalist, which launched to the media the central concept: "Pay Ecuador to do nothing". The initiative generated $116m in donations within nine months, from nations, companies and even celebrities.
Local Government of the 12th District, Budapest: Dog Dirt
EACA Care Awards, 2013
This case study describes a local government campaign within a district of Budapest, the Hungarian capital, to reduce the amount of dog dirt on the streets and in parks.
This case study describes a local government campaign within a district of Budapest, the Hungarian capital, to reduce the amount of dog dirt on the streets and in parks. The campaign used local media including outdoor posters and pavement stickers to raise awareness among local citizens and, in particular, encourage dog owners to clear up behind their pets. The campaign also featured a website of useful information and entertaining apps, which gained 12,000 likes on Facebook. In addition, young designers were invited to create a perfect dog waste bin, with the winning solution installed in 200 locations. The campaign generated national media coverage valued at over €350,000 and 15 other local governments planned to adopt it. Moreover, 98% of the interviewed population could recall the campaign and all of them thought the district had become cleaner.
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