Subject Index
 

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 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 ...

Using a wealth of examples - from the Diet Coke/Mentos experiments to Dove, Red Bull and Oxfam - Brian Dargan and Matthew Hunt, from DraftFCB, explain the challenge of 'digital extremists'. These are ...

The campaign "Drunk Driving's a Serious Crime. Let's Treat It That Way" was originally created in 1997 for the Connecticut chapter of Mothers Against Drunk Driving (MADD). ...

In 2002 the nonprofit arts-advocacy group Americans for the Arts (AFA) teamed up with the Advertising Council, the producer of a myriad of public-service advertising campaigns, to present the " ...

In 1999 the American Civil Liberties Union (ACLU), a nonprofit corporation dedicated to the preservation and extension of constitutional liberties, hired its first advertising agency, New York City-ba ...

This paper describes the 2005 campaign by the Comic Relief coalition to 'Make Poverty History'. It demonstrates how the unifying idea was built and communicated to key individuals attending the G8 con ...

The NSPCC's 'Full Stop' campaign began in 1999 with the objective of making people understand that stopping child cruelty was everyone's responsibility by bringing the issue into the open, and getting ...

This 2005-06 campaign to launch the Sony Bravia LCD TV set out to target digital influencers, who would then in turn influence more mainstream consumers. To be successful in this area, the campaign so ...

This small budget campaign for the Disability Rights Commission in 2005 was intended to raise awareness among opinion formers (journalists, politicians, and the ABC1 public) of the extent to which dis ...

This short paper discusses the launch of the new Citroen C6, a top of the range car, in the second quarter of 2006. The campaign aim was to create a VIP database of prospective buyers, and update the ...

Toyota faced an industry challenge of establishing a credible positioning as 'environmentally friendly', and it achieved this through getting buy-in from opinion leaders throughout Europe, and via a m ...

It's okay if you're a Muslim, a Christian or a Jew. It's okay if you're agnostic, and don't know what to do. Join the all-inclusive celebration, with no contractual obligation. Happy Chrismahanukwanza ...

By November of 2004, Vonage had secured 268,000 subscribers and was ready to break into the broader market for fixed line telephone service. It wanted to increase brand awareness, solidify its leaders ...

The pundits agreed: launching a premium compact car into the crowded luxury US market where others have failed was a risky proposition. A tiny budget and a hard-to-reach young, highly affluent, target ...

Since its launch in 2002, Dyson had achieved tremendous growth and risen to the number four position in its category in the US. This was quite a feat, as vacuums had been toiling for years as a low-in ...

As 2005 dawned, Kodak's brand still sorely lacked the digital and innovation credentials it needed to compete in the new realities of the digital marketplace. By broadening its definition of itself an ...

Hewlett-Packard faced a tough challenge when the printing market shifted to photo printing, leaving the brand with less relevance versus competitors. It took a dramatic shift in advertising - from spe ...

The Tribeca Film Festival has quickly joined the list of world-renowned festivals. Through a focused advertising and identity program, Tribeca took on more established festivals like Sundance and Cann ...

The study explains that the brand was in serious decline. The basic objective was to return it to its former position as the leading New York beer. This had to be achieved with a budget of only $400k ...

This campaign was based on empirical evidence showing that secondary smoking leads to various health problems. The objectives were to increase awareness of second hand smoking among the Hispanic popu ...

This is the amazing story of how a blighted 1960s high-rise building became an object of domicile desire through re-branding, and altered the landscape of residential property marketing in the process ...

A textbook example of how to make sponsorship work for a brand. This is the story of how Imperial Leather was able to win the sponsorship game for PZ Cussons by looking beyond the obvious. By being tr ...

The agency state that the Mini tradition is alive and the product has been repositioned as the premium car in the compact segment. The communications objectives were to increase awareness with the cre ...

Launching and consequently marketing Xbox in New Zealand was always going to be a challenge. PlayStation and PlayStation 2 dominated the market and Microsoft did not share in the consumer heritage of ...

With a very modest budget of less than £18,000, not to mention a highly sensitive subject matter, this project was a challenge in more ways than one. Given the tight budget, Age Concern Scotland and C ...

Reid Kerr College is a long established further education college based in Paisley, in the West of Scotland, which over the years had lost its way. In particular the College was suffering from negativ ...

Co-ordinated global corporate image campaign for Shell, to counter `antisocial' image (described, especially after Brent Spar and Nigeria) amongst stakeholders. Stage 1: focused on global opinion lead ...

Campaign to change perceptions of Barnardo's, especially to make the charity relevant to younger people. The new vision is 'to help the most vulnerable children and young people transform their lives ...

In April 2001 Procter & Gamble launched Total Effects, a sub-brand of Olay and its first premium ingredient, anti-age skincare product. It was third to market in a category which had undergone a signi ...