Subject Index
 

This 2004-07 campaign for the Scottish Executive aimed to address problems of literacy and numeracy in Scotland. The objective was to help those with difficulties in these areas and encourage them to ...

This Road Safety Authority (Republic of Ireland) and Department of the Environment (Northern Ireland) campaign from 2002 aimed to raise the awareness generally of the number of pedestrians being kille ...

This paper discusses the recruitment and image campaign run in 2005-06 by the Police Service of Northern Ireland (PSNI). It was important for the PSNI to attract community leaders and ethnic minoritie ...

This paper discusses the Police Service of Northern Ireland campaign against knife crime. The objectives were to raise awareness and change attitudes through education, a knife amnesty and advertising ...

This paper details the campaign for the Northern Ireland Fire and Rescue Service to stop attacks on firemen. It was made up of two stages: the first sought to involve the community, and the second too ...

This 2006 campaign for The Home Office focused on child protection on the internet. The key objective of the campaign was to protect young people from the dangers of paedophiles by getting them to ado ...

This paper discusses the 2004-06 recruitment campaign for the Army Cadet Force (ACF). The objective was to motivate suitable people to become adult instructors, and the communications strategy used na ...

This Bronze Award-winning paper discusses the campaign launched by the Erskine Hospital, which provides long-term care for ex-service men and women. The communications campaign (which ran from 2004-06 ...

This Silver Award-winning campaign for the Scottish Executive aimed to persuade and empower people to provide information on drug dealers in their local area. It was a national campaign, placing parti ...

This Silver Award-winning campaign for the Department of Work and Pensions (DWP) was designed to launch its new electronic Direct Payment system. The basic idea used TV and direct mail, supplemented b ...

This Gold Award-winning paper discusses the two-year campaign by the Scottish Executive to persuade people to sign up to the Organ Donor register. Gaining PR was a major objective given the campaign's ...

This Grand Prix-winning paper details the campaign for the Metropolitan Police's 'Trident' initiative, which aimed to tackle gun crime in London's black community. The objectives were to raise gun cri ...

Women's Aid is a charity aiming to help people affected by domestic abuse, a topic that is often misunderstood, and a problem the scale of which is often dramatically underestimated. With a highly lim ...

Memory of Dr. Martin Luther King Jr., and the civil rights struggle in the U.S. has been fading. The goal was to revive a visceral connection to the civil rights era and engage people in the reason fo ...

The Montana Meth Project serves one clear purpose: to discourage teens 12-17 in the state of Montana from trying meth even once. Our objectives were to help prevent first time use, while also inciting ...

The Alcohol Advisory Council of New Zealand (ALAC) wanted to tackle the country's binge-drinking culture, a challenge when the notion of getting drunk was seen as simply letting off steam while being ...

This campaign was developed to address one of New Zealand's most serious health issues: depression, an under-recognised and under-treated condition. The challenge was to get people who may be experien ...

The Road Safety advertising campaign in New Zealand proved highly effective in raising public awareness and improving driver behaviour, saving some 300 lives since its inception in 1995. Yet, in 2003, ...

Research shows that Canadians are very concerned about environmental issues, but that many also saw the WWF as a distant second to Greenpeace with regards to relevance in this area. As such, by 2004, ...

The SickKids Foundation wanted to raise $79 million in 2007 (beating the previous year's record of $70 million), at a time when charitable fundraising had never been more competitive. It also carried ...

After six years of rising numbers of road accidents in Quebec, and with the estimated cost of unsafe behaviour on the province's roads reaching some $4 billion a year, the government decreed 2007 as R ...

Diabetes UK's Measure-Up campaign aimed to increase awareness among people who may have diabetes but don't know it. The campaign followed research by IpsosMORI which indicated that only one in five pe ...

Most fireworks accidents, especially amongst young people, are due to mistakes made when letting them off. The Consumer Safety Institute in the Netherlands feared that the legal purchase of more power ...

Since 1999, Henkel has been actively involved in social activities, and primarily with school communities. It wanted to create a new project for its washing machine detergent, Dixan, which engaged chi ...

Following a number of racist murders in Antwerp, a coalition of organisations wanted to create a positive symbol of tolerance in the city. The advertising agency mortierbrigade was thus commissioned t ...

In 1998, the Metropolitan Police initiated the Trident initiative in an effort to tackle rising gun crime in London's black community. The campaign aimed to demonstrate the dangers of carrying a gun t ...

By the early twenty-first century, the Sierra Club, one of the oldest and largest environmental advocacy groups in the United States, boasted a membership of more than 700,000. One of the principal co ...

Rock the Vote, a nonprofit, nonpartisan organization, encouraged the young electorate to vote since its founding in 1990. Two years after its conception, Rock the Vote was credited for the second larg ...

The Peace Corps was signed into existence by President John F. Kennedy in 1961 as a federal organization designed to improve education, community development, health care, and environmental services i ...

In late 1998 advertising agency Ogilvy & Mather was put in charge of the "National Youth Anti-Drug Media" campaign, charged with curbing drug use in teenagers. The original emphas ...