Sustainability & CSR

Cause-related and sustainable marketing

Sustainability & CSR


Tahaab Rais, Warc Prize for Innovation, Shortlisted, 2014

This case study explains how Coca-Cola created a memorable, ownable community social responsibility platform that would empower young people in the Middle East to make a positive impact on their society beyond passive charity.


Isabela Albero, Warc Prize for Innovation, Shortlisted, 2014

This case study describes how Brazilian beer brand Antarctica, the main sponsor of Rio de Janeiro's carnival, created a campaign to increase awareness of the dangers of drinking and driving.


The Communication Agencies Association of New Zealand, Gold, New Zealand Effie Awards, 2014

This case study describes a campaign by the New Zealand Health Promotion Agency (HPA), which wanted to decrease binge drinking of alcohol by helping people to say no in social situations.


Jay Chiat Strategic Excellence Awards, Bronze, 2014

This case study explains how Evolve, a gun safety charity, found the middle ground in the US gun debate by talking about safety culture rather than changing laws.


MMA Smarties, Gold, MMA Smarties, 2014

This case study describes how the World Wildlife Federation (WWF) charity in Denmark and Turkey used social media to promote its cause and raise awareness among 18-25s, while also increasing donations to protect endangered animals.


Terence Ling, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.


Selin Cetinelli and Basak Oruc, ESOMAR, Congress, Nice, September 2014

This paper describes research for Unilever in Turkey that explored consumer attitudes to sustainability and identified ways to embed sustainability into everyday behaviour.


Ruth Horazek, WPP Atticus Awards, Highly Commended, Under-30 Essay, 2013

This article criticises the shift towards a career-orientated education system in the US, at the expense of a more well-rounded education.


Michael Brennan, Warc Exclusive, Trajectory Partnership, August 2014

This article explains what the results of the 2014 European Parliament elections say about post-recession 'Compromised Consumers' and their attitudes to authenticity, confidence, polarisation, transparency and trust.

WARC RECOMMENDS


ADMAP

Meaningful Marketing

A cause-related marketing focus for the Dec 12 issue


BEST PRACTICE

Practical tips on going green

Developing an effective cause-related brand strategy


TRENDS

How to sustain sustainability?

Where consumers are on the road to sustainable living


CASE STUDY

SunChips: Building a Pre-eminent Green Brand

Turning a healthy snack into a leading U.S. green brand


TRENDS

The green (and variegated) consumer

Euromonitor on consumers' green habits


CASE STUDY

I LOHAS: Crush Eco

Warc Prize Asia winner launches a green water brand