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The United Nations: I Was Here for World Humanitarian Day 2012 - A different type of donation
Matt Langler, The Communications Council, Bronze, Australian Effie Awards, 2013
This case study describes the renewed approach of the United Nations (UN), the international government organisation, to promote World Humanitarian Day (WHD) through social media in Australia.
This case study describes the renewed approach of the United Nations (UN), the international government organisation, to promote World Humanitarian Day (WHD) through social media in Australia. WHD celebrates the selfless actions of international humanitarian workers. During the last four years, attempts by the UNto grow celebrations outside of the humanitarian community have stalled. To make WHD an internationally recognised day of celebration, this campaign tackled the public's charity fatigue by asking them to donate something far more valuable â€“ their social media clout. By investing in 'social currency', the campaign broke down language barriers and generated 100 million social media conversations, over one billion social media impressions, international media exposure worth US$28.5 million and positively increased consumer sentiment to WHD 2012 from 2011 by 94%.
President Barack Obama: Obama for America
ARF Ogilvy Awards, Gold, Government, Public Service and NonProfit, 2013
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.
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.
HK Handel Denmark: Equal Pay
Cannes Creative Lions, Creative Effectiveness Lions, 2011
Union HK Denmark wanted to draw attention to the fact that Danish men on average earn 17.7% more than a Danish woman would in the same job.
Union HK Denmark wanted to draw attention to the fact that Danish men on average earn 17.7% more than a Danish woman would in the same job. Instead of traditional advertising, the campaign visualized this gender discrimination by dividing a metro station into different Women and Men areas - giving benefits to the men. Escalators were marked 'fast for men' and 'slow for women'; on the platforms, the best places to stand (by the sliding doors) were marked 'reserved for men', and floor markings told women to queue at the back. There was also a one-match sponsorship deal between Union HK and Viborg´s female handball team - which is one of the best in the world - who wore blue shirts with an Equal Remuneration message. This initiative in particular generated a lot of PR support.
UNISON: A Million Voices for Public Services
Direct Marketing Association - UK, Silver award, 2010
Unison is a UK trade union for public services, representing 1.3 million people. This 2010 DMA Awards entry shows how it sought to build opposition to cuts in government services and recruit new members.
Unison is a UK trade union for public services, representing 1.3 million people. This 2010 DMA Awards entry shows how it sought to build opposition to cuts in government services and recruit new members. Its campaign had multiple audiences – the public, politicians, influencers, Unison members and potential members. Press, online advertising and social media were used in conjunction with an email campaign to public service workers. The focus of the campaign was the impact cuts would have on individuals. The result was a 33% uplift in monthly membership, translating into £6 million in lifetime value.
GCAP Italy: Against The Poverty Press The 8 - Grey For Gcap
Warc Prize for Innovation, Entrant, 2010
In 2009 G8 leaders were gathering for the G8 Summit – and GCAP Italy wanted to develop a strong communication to make citizens exert pressure on them.
In 2009 G8 leaders were gathering for the G8 Summit – and GCAP Italy wanted to develop a strong communication to make citizens exert pressure on them. The campaign, from Grey Worldwide Italy, had two targets: ordinary citizens and G8 leaders. A campaign toolkit was then developed, including press advertisements, billboards, web, collaterals, promo cards, a big "pressure button" installation which was used to capture the audience's attention at key events, a web game where people had to press leaders' heads, and an event in Rome where people were invited to push eight inflatable paddling pools showing G8 leaders' faces. The overall target for press was set at 8.6 million people. In the case of billboards, Grey aimed to reach the broader Italian population target: 2.5 million people daily. A campaign stunt in Rome on the eve of the G8 summit was covered by news stations. In Italy, a petition signed by 1,538,500 people was shown to the political leaders.
The Green Party of Aotearoa - Vote for me. Green Party election campaign 08
The Communication Agencies Association of New Zealand, Gold, New Zealand Effies Awards, 2009
'Vote for Me' was a game changing campaign that took a strategic approach in repositioning the Green Party with mainstream voters to achieve outstanding success in the 2008 election.
'Vote for Me' was a game changing campaign that took a strategic approach in repositioning the Green Party with mainstream voters to achieve outstanding success in the 2008 election. By focusing on the brand of the Greens Party and not its candidates or specific policies, Special transformed the partys communications programme at every level for the 2008 election.
The Commission on Presidential Debates - Tearing down the spectacle & the spin: the Presidential Debates online
Jay Chiat Strategic Excellence Awards, Gold, 2009
The Commission on Presidential Debates wanted to ensure the public was well-informed about the issues in the 2008 U.S.
The Commission on Presidential Debates wanted to ensure the public was well-informed about the issues in the 2008 U.S. elections. It opted for a campaign which used MySpace, the social media network, to create the tools to allow participants to aggregate voting data, post questions, score candidates and identify voters’ own positions in debates. The work generated 280m media impressions via free coverage on television and in the press, bringing in about 1.2m visitors and 24,000 MySpace friends.
Obama for President
ARF Ogilvy Awards, Government and Non-Profit, Gold, 2009
The 2008 Presidential campaign for Barack Obama, covering the primaries and the election campaign. The paper summarises the thinking as it developed.
The 2008 Presidential campaign for Barack Obama, covering the primaries and the election campaign. The paper summarises the thinking as it developed. Many more executions were developed and tested than actually ran. Tactics and targeting varied according to state; many different specific targets were addressed. The development of the strategy and tactics of the campaign (described) was underpinned throughout by research. All main media were used: TV, print, online, radio, outdoor. Ogilvy Awards Gold winner.
Peter Vanvelthoven – Peter Taxi
Integrated Marketing Communications Council Europe, Bronze, IMC European Awards 2007
Peter Vanvelthoven is a Belgian politician from the SP.A. party, and in 2005 was appointed Federal Minister for Employment and Information.
Peter Vanvelthoven is a Belgian politician from the SP.A. party, and in 2005 was appointed Federal Minister for Employment and Information. In preparation for Belgium's local elections, he wanted to raise his profile, but in a substantive, responsible way. As he was required to travel 150km to Brussels from his constituency in Limburg, his constituents were invited to carpool to Brussels with the Minister one day per week. For this purpose, his car was re-branded as the 'Peter Taxi' and stickered with a specific logo. The concept was presented and promoted on the website, and gained a lot of free media coverage and interest.
MoveOn.org: Real People campaign
Jonathan Kolstad, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 1073-1076
Founded in 1998 by a pair of California-based software entrepreneurs as a way to mobilize like-minded liberal activists for political causes, MoveOn.org became a driving force in funding, organizing, and promoting Democratic platforms and candidates during the 2004 U.S.
Founded in 1998 by a pair of California-based software entrepreneurs as a way to mobilize like-minded liberal activists for political causes, MoveOn.org became a driving force in funding, organizing, and promoting Democratic platforms and candidates during the 2004 U.S. presidential election, and it was the most successful independent political-action group to do so exclusively through the Internet. In the summer of 2004 MoveOn hired the Academy Award-winning documentary filmmaker Errol Morris to produce a series of television and print ads of his own devising. Morris proposed to film "real people" speaking directly to the viewer about why they were planning to vote for Senator John Kerry and not President George W. Bush. The hope was that this direct, one-to-one approach would help to convince the influential demographic of undecided voters to follow suit.With MoveOn's backing, Morris set out to film interviews with ordinary citizens speaking in their own words, completely unscripted and unprompted, which he then edited into individual 30-second television spots. MoveOn initially earmarked $3 million for the campaign, with plans to run both TV and print advertising in late August to coincide with the Republican National Convention. Filmed against a plain white background with soft, even lighting, each person spoke frankly into the camera. In one ad, for example, a 26-year-old business analyst from New Jersey said, "We don't have, you know, universal health care, we've cut benefits for veterans, No Child Left Behind is a joke—we can't afford another four years of George Bush. It would be disastrous."While the ads won critical accolades from industry insiders, incumbent Bush was reelected by a narrow margin. On the whole, however, MoveOn played an influential role in mobilizing both liberal donors and volunteers in the year leading up to the election. And while it did not achieve its goal of preventing a second term for President Bush, it continued to use the Internet to raise money and mobilize its members to promote liberal causes at both the local and federal levels.
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