Warc index
 

From its inception, Truth's challenge was to change perceptions of smoking. Rather than being a sign of independence and rebellion, it aimed to reduce tobacco use by changing the way teens think about ...

The 2 SMRT 4U Internet Safety Campaign's had the main objective of increasing the awareness of internet risks among teenage females. The main message of the campaign was to encourage them to change th ...

The South Carolina Department of Health and Environmental Control wanted to create an awareness campaign for 13-18 year olds about the dangers of tobacco use. This was complicated by the fact that the ...

By 2007, Doritos had been suffering a period of declining sales and growth. During this time, the brand had been using inconsistent marketing strategies and messages, meaning that it had become increa ...

The following article discusses the longer term Never Stop. Milk. campaign, and presents the latest initiative, entitled Leave Something Behind. The aim was to encourage Prairie youth to drink more mi

Consuming just 1.3 servings of milk per day, teens were falling well short of the Food Guide's suggestion. And while increasing the number of glasses was not a communications priority, it was an oppor

The article describes a campaign, by Austrian Railway Company ÖBB, to motivate young people to travel by train in their summer holidays. A hero was created, the Canadian Indian 'Howling Heoro Keese',

As part of MTV's long-running “Staying Alive” campaign to increase HIV prevention by encouraging condom use, Ogilvy Amsterdam created an interactive game. “Knightmare the Game” was targeted at young p

Rexona/Sure, Unilever's deodorant brand, had fallen to third place in the Dutch market and wanted to recruit younger customers. A campaign created by Lowe aimed to launch the “Rexona Girl” product lin

Tegel, a New Zealand supplier of chicken and turkey products, knew that it enjoyed strong levels of awareness, but also saw that sales for items such as chicken tenders and chicken burgers were being ...

The New Zealand Army wanted to engage young people aged 13-24, and give them a taste of life in the army. Online was to be the lead medium in achieving this aim, as broadband was dramatically changing ...

Attitudes towards mental illness in New Zealand, as in much of the rest of the world, frequently took the form of denial, disinterest or even discrimination, driven through a lack understanding and ne ...

One in seven young New Zealanders experience serious depression each year, a condition closely linked to suicidal behaviour. Suicide itself is also the second most common cause of death amongst young ...

Vodafone had pursued a limited music sponsorship programme prior to 2006, sponsoring tours by Kylie Minogue and running experiential activity with Robbie Williams and at Radio 1's One Big Weekend. Whi ...

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 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 Gold award-winning paper details the campaign for E4's TV teen drama 'Skins'. E4 is aimed at younger viewers (in 16-34 age range), and the objectives of the communications were to generate a sign ...

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 ...

Every four years, the rivalry between sports brands intensifies as each attempts to leverage the holding of the FIFA World Cup™, and its audience of billions, to their advantage. With the 2006 tournam ...

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 ...

To combat an all-out assault from Reebok, Nike created the new Nike Bauer brand. Bauer, a long established hockey company was the first brand to share the Nike name and logo, but initially the new bra ...

In launching its GoPhone prepaid cell price plan, Cingular was seeking to enter a new market and catch up with competitors such as Tracfone and Virgin which already held strong positions in the pay-as ...

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 campaign was to raise awareness for and increase sales of Jordan Brand's inaugural Jordan Lifestyle apparel collection, which hit the market in Fall of 2005. After its peak in the 1990s, the Jorda ...

Douglas Dunn, managing director and founding partner of Tuned In Research, describes a youth research project for UK TV's Channel 4 Teen Audit. Here he concentrates on how technology is changing virtu ...

Milk has historically been plagued by declining consumption across much of Canada, with consumption rapidly declining after children reach the age of nine. Prairie sought to target teens and tweens wi ...

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 ...

The Italian chocolate market is small but complex, due both to its seasonality and the strength of its competition. The challenge for Masterfoods was to create a presence with a promotional activity t ...