Summary
This case is about Colombia's struggle against the world's oldest guerrilla group, Fuerzas Armadas Revolucionarias de Colombia, or FARC. Operation RIVERS OF LIGHT took Christmas to the heart of FARC's jungle strongholds, using the country's rivers to 'share' a message from loved ones. Two professional anti-guerrilla contingents, 7,000 LED capsules, four piranha boats and a Black Hawk helicopter entered the jungle to deliver family messages and gifts inside lighted waterproof capsules, with river currents taking the capsules to the guerrilla camps. Within every ball, there was a demobilising message. This campaign encouraged 194 FARC guerrillas to demobilise, and redefined how communications channels can be utilised to give hope to all those immersed in the conflict of war.

Summary
This paper shows how behavioural economics (BE) and social psychology can be incorporated into market research methodologies to reveal non-conscious or irrational drivers of consumer attitudes, behaviours and decision making. The paper focus focuses on three specific case studies that have integrated BE knowledge frameworks into quantitative research approaches. The first case study shows how non-conscious influences of social biases (sometimes called rules of thumb, heuristics or short cuts) impact on choices made in a supposedly rational business environment. The second example explores how behaviour can be influenced by non-conscious processing of social norming messages. The third challenges the traditionally held views that attitudes are usually seen as relatively stable, by showing that attitudes can be affected by the non-conscious goals that are active in the mind.

Summary
This case study describes the research and messaging strategy of Obama for America, the re-election campaign of President Barack Obama during the 2012 US presidential election. The campaign's limited resources were focused on 14 'battleground states' and had several key objectives, including keeping the debate about the economy positive, and personalising Obama in contrast to his lesser-known rival. Pre-campaign research included a qualitative phase involving online diaries and focus groups, followed by a quantitative benchmarking exercise. Mid-campaign research focused on refining the message for middle-class voters. Messaging via TV spots utilised set top box data to optimise media investment, based on the cost of programming and the number of target voters watching. Barack Obama was duly re-elected with 51% of the vote (the highest proportion since Eisenhower), winning in 12 of the 14 prioritised states.

Summary
The Office for National Statistics (ONS), is responsible for compiling the Census, a snapshot of the country so services can be planned more accurately. The previous one, in 2001, had low response rates among some groups. Meanwhile some people had negative perceptions, regarding it as intrusive. The ONS needed to engage the populations of England and Wales and show the positive results that can come from participation such as informed decisions about good schools or green space. The focus had to be on making the census something people want to do, rather than have to do. The rebrand of the census required establishing a clear brand definition and identity which led to the message 'we make good decisions possible'. The redesign included a new origami style logo and new strapline, 'help tomorrow take shape'. In 2011, the Census had a response rate of over 94%.

Summary
This document highlights best practice in using in-game branding effectively in the government and non-profit sector with cases from Depaul (UK), the Metropolitan Police (UK), Urban Ministries of Durham (USA) and Victoria Roads (Australia).

Summary
Discover top product placement strategies for the government and non-profit sector in this document with cases from the United States 2010 Census (USA), HK Handel Denmark (Denmark), Aids Task Force (Israel) and US Marine Corps (USA).

Summary
Issue advertisements are advertisements designed to change public opinion about a social issue rather than advocate or oppose a candidate or ballot question or sell a product or service. What effect do these advertisements have on perceived importance of the advertised issue and attitudes and knowledge about the featured policy? Results from an online experiment studying the effect of online issue advertisements suggest that issue advertisements can increase the salience of and knowledge about an issue. Issue advertisements can also persuade about the merits of a policy but only among individuals without attachments to major political parties.

Summary
UK local government, a major client group for telecoms operator O2, faced shrinking budgets. Research established the need for councils to innovate, so O2 set up the Local Government Future Fund to offer direct help in kick-starting vital new technology programmes. Councils were given the chance to win a share of £250,000-worth of consultancy, services and technology, a message spread by social media, telemarketing, DM, email and a dedicated website. And in a day-long event, specialist O2 teams showcased new technologies, such as mobile payment schemes and community wi-fi services. Forty one councils applied to the fund and 62 new leads were generated.

Summary
The scale and complexity of switching the UK from analogue to all-digital TV presented a huge implementation challenge. The fear of blank screens, which could derail the programme, was very real. The UK had to be 100% ready but success depended on providing information, help and reassurance to the last 10% of analogue viewers, many of whom were fearful of change. Working together, Digital UK and the BBC Switchover Help Scheme overcame that challenge by focusing on the people most marketers leave behind: older, disabled and minority audiences. The end result, beyond the large net benefits realised, was to transform a potential negative into a quiet success story. It is estimated the campaign returned £4.60 for every £1 spent.

Summary
This case reveals how communications changed drink driving behaviour in the UK over the course of 30 years, from 1979 to 2009, with an ongoing campaign divided into four major sections tackling attitudes towards drink driving, acceptability, denial and decision-making. This relentless pursuit of potential drink drivers saved almost 2,000 lives, prevented over 10,000 serious injuries, and created a value to society of £3bn. For the second, third and fourth periods of the campaign every £1 spent on communications saved society £154, £12 and £38 respectively.