Government & Non-profit

Marketing for charities and the public sector

Articles and cases by category:
Educational, universities

Lorya Noseda, Jamie Macfarlane and Pete Heskett, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how a group of pro bono marketers took the campaign for the opposition Cambodia National Rescue Party onto Facebook to circumvent the government-controlled mass media.

Lubna Khan, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how the Dyslexia Association of Malaysia, a charitable organisation, spread understanding amongst parents by publicising the achievement and creativity of people with the condition.

Aparna Jain and Hitesh Patel, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how Akanksha, an education-based NGO, set out to combat India's problems with illiteracy and get a non-altruistic society to lend a hand, with a social media campaign and zero budget.

Colin Strong, Market Leader, Quarter 4, 2014

This article explores the value of behavioural economics, building on learnings from the public sector and looking at how brands can use this approach.

European Association of Communications Agencies, Gold, Euro Effies, 2014

This case study describes how SSE Riga Alumni Association, an academic institution, targeted alumni, graduates and potential donors with games and a website, leading to improved overall donations.

Sindy Chapa and Enrique P. Becerra, Journal of Advertising Research, Vol. 54, No. 3, 2014
The current study explored the effect of language-tailored political television advertisements on young-adult Latinos who live in the United States. It included the case of the 2008 presidential campaign as well as a simulated experiment performed two years later for a cross-validation purpose.

Steve Gutterman, Matthieu Sauvage-Mar, Max Richman and Roxana Elliott, ESOMAR, Congress, Nice, September 2014

This article shows how The World Food Programme (WFP), the food aid branch of the United Nations, tested the reliability of mobile surveys to evaluate food security in two African nations often too dangerous to send researchers.

Maree Taylor and Adam Hinds, ESOMAR, Congress, Nice, September 2014

This paper looks into the public launch and promotion of the Queensland Plan, a 30 year vision for the Australian state that was unveiled in 2013.

Eric Singler, Françoise Waintrop, Richard Bordenave and Etienne Bressoud, ESOMAR, Best Case History, Congress, Nice, September 2014

This paper demonstrates how the French government used "nudging" to promote the use of digital tax administration and proposes guidelines on the best use of nudge design for optimal ROI.



Government & Non-profit

Warc's pick of the most effective non-profit case studies


Detroit Public Schools: I'm in

Creating a social movement to keep a public body safe


Road Safety Western Australia

Effie Grand Prix winner uses a three minute TV film


How Obama's team nudged the voters

Behind the scenes of Barack Obama's campaign success


FARC Operation Christmas

The IPA Grand Prix winner targets Colombian guerillas