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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.
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.
Kazan: The Sports Capital of Russia
Yury Kan, Olga Tsukanova and Rupert Wainwright, Warc Prize for Innovation, Entrant, 2013
This case study describes a programme by the Mayor of Kazan, the largest city in the Republic of Tatarstan, Russia, to re-position Kazan as a sporting capital in Russia by contributing to the city's ability to host events, by attracting state and foreign investment and by promoting participation in sport among the local population.
This case study describes a programme by the Mayor of Kazan, the largest city in the Republic of Tatarstan, Russia, to re-position Kazan as a sporting capital in Russia by contributing to the city's ability to host events, by attracting state and foreign investment and by promoting participation in sport among the local population. It outlines efforts to make sport more attractive to younger Russians and to support the creation of new sporting facilities in Kazan. As evidence of the success of its approach, this case cites Kazan's success in attracting leading sporting events, increased investment and increased levels of public participation.
Group of Humanitarian Attention to the Demobilised: Rivers of Light
Juan Pablo Garcia, Marialejandra Urbina, Mihir Warty and Jane Dorsett, Warc Prize for Innovation, Shortlisted, 2013
This case is about Colombia's struggle against the world's oldest guerrilla group, Fuerzas Armadas Revolucionarias de Colombia, or FARC.
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.
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.
UK Census 2011
Design Business Association, Bronze, Design Effectiveness Awards 2013
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 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%.
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