Sustainability & CSR

Cause-related and sustainable marketing

Sustainability & CSR

Joseph Smeaton and Jason Lonsdale, Account Planning Group - (Australia), Best presentation, Creative Strategy Awards 2014

With this campaign, OPSM tackled the important issue of children's vision by taking the optometrist's room into the homes of Australian families, creating a storybook that can determine if a child has an issue with his or her vision.

Dan Bye, Justin Graham and Ben Cooper, Account Planning Group - (Australia), Finalist, Creative Strategy Awards 2014

This case study explains how Optus, the mobile network, created shark detecting technology to demonstrate its network coverage.

Natalie Skovron, Russ Mitchinson and Luke Atkinson, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how technology company Samsung repositioned its brand in Australia by focusing on local and emotional connections.

Danish Chan, Account Planning Group - (Australia), Silver, Creative Strategy Awards 2014

This case study explains how the Victorian Responsible Gaming Foundation, a government organisation, aimed to reach out to "problem gamers" in Australia, and encourage them to seek help for their unhealthy gambling habits.

Álvaro Gutiérrez, Warc Prize for Innovation, Entrant, 2014

This case study describes how Spanish non-profit organisation Ecovidrio increased the amount of glass recycling by young people in Andaluci­a, Spain.

Case Study

Tang: Recyclass
Direct Marketing Association - US, Silver, DMA International ECHO Awards, 2014

This case study describes how Tang, the soft drinks brand owned by Mondelez, targeted children in the Philippines with a sustainability message to increase brand loyalty.

Patrick Hartmann, Vanessa Apaolaza, Clare D'Souza, Jose M. Barrutia and Carmen Echebarria, International Journal of Advertising, Vol. 33, No. 4, 2014
This study addresses the behavioural effects of cognitive threat appraisal, emotional fear response and perceived coping efficacy in threat appeal based green advertising. While most existing theories attribute fear arousal a secondary role as a moderator of cognitive effects, or consider fear detrimental to persuasion, the proposed framework integrates fear response as a principal behavioural antecedent.


Consumer literacy
Samuel Mohun Himmelweit, International Journal of Market Research, Vol. 56, No. 6, 2014
The goal of consumer policy is often to improve the functioning of markets in which consumer needs are not being met. Yet we know that consumers do not always act in their own best interests and often face detriment because of this.

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.



Meaningful Marketing

A cause-related marketing focus for the Dec 12 issue


Practical tips on going green

Developing an effective cause-related brand strategy


How to sustain sustainability?

Where consumers are on the road to sustainable living


SunChips: Building a Pre-eminent Green Brand

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


The green (and variegated) consumer

Euromonitor on consumers' green habits


I LOHAS: Crush Eco

Warc Prize Asia winner launches a green water brand