Subject Index
 

The Southern Nevada Water Authority (SNWA) is a cooperative agency that was formed in 1991 to address the desert region's unique water needs. For years, it has been telling residents to conserve water ...

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 ...

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 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 ...

This paper discusses how consumer insight can play a valuable role in helping companies tackle one of the key business issues of the moment: climate change. It explores the growing pressure and opport ...

The regular census, which involves counting more than four million people throughout New Zealand, is a major undertaking, which inevitably falls prey to certain groups refusing to be counted by Statis ...

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 ...

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, ...

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 ...

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 ...

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 ...

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 ...

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). ...

The Minnesota Partnership for Action against Tobacco (MPAAT) was created in 1998 with funding from that state's individual out-of-court settlement of its suit against tobacco companies. Charged ...

In 2004 the issue of same-sex marriage catapulted into the media spotlight when San Francisco's newly elected mayor, Gavin Newsom, allowed city officials to issue marriage licenses to same-sex ...

With the availability of digital technology such as scanners and high-quality color printers, the ability of counterfeiters to produce excellent facsimiles of U.S. currency forced the U.S. Treasury to ...

In 1998, 46 state attorneys general reached a settlement with tobacco companies, which included an agreement to fund a five-year, $1.5 billion, national teen antismoking campaign under the auspices of ...

In the wake of the September 11, 2001, terrorist attacks on the United States, several advertising industry associations decided to join together to develop a public service advertising campaign to in ...

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 Department of Transport's 'Think!' campaign aimed to reduce road casualties, with the broader focus of reducing all accidents, not just those classed as 'serious'. To avoid over-complicating the i ...

This paper discusses the anti-drink-driving campaign for the Department of the Environment, Northern Ireland, from 1995-2006. The target throughout the campaign was all drivers who drink alcohol, and ...