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What brands in other categories can learn from charity marketing
This Best Practice paper argues that charities can teach other brands about using smaller budgets more efficiently. Charities have also taken their social competency into the digital space, where they have provided many significant successes in social media marketing.
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Why social policy needs more than the behavioural economics bandwagon
Why governments wishing to change people's behaviour should concentrate on System 1 thinking.
Neuroscience helps a charity improve its TV ads
How neuroscience research tools boosted effectiveness for The Shelter Pets Project.
Making me.gov happen
TNS research showing how governments can make better use of online platforms to provide services.
The problem with political brands
Why branding political parties can be difficult, as parties depend on identity rather than consumption.
Australian Institute of Management (AIM): Inspiring Australians to realise their power
This case study shows how the Australian Institute of Management (AIM) increased its revenues with a small marketing budget by getting more Australians to take AIM courses and more organisations to outsource learning and development to AIM.
SmartLife: SAPNA (Dream) – How 17,793 nails shaped the future of generations to come
This case study shows how SmartLife, an NGO for labourers in Dubai, sold nails and asked people to hammer them into a wall to raise awareness of workers and their dreams, and raise funds for the workers' children.
Royal Navy Engineers: If you can fix this...
This case study demonstrates how reframing the Royal Navy in the UK improved recruitment of engineers.
California Tobacco Control Program: Wake Up
This case study describes how the California Tobacco Control Program, a government body in America, launched a California-wide public health campaign about smoking e-cigarettes in March 2015.
Measuring the efficiency of community engagement: an ecological analogy
Evaluation of community engagement has historically avoided or ignored the question of the efficiency of the processes used.
Project Everyone: How the UN targeted a campaign at 7bn people in seven days
This article discusses a global campaign for the United Nations, which aimed to reach everyone on earth in a week with news of its Sustainable Development Goals.
Interdependence Day: Survey & social, working together to save the UK!
This paper examines what opinion polls and social media analytics revealed about the 2014 Scottish referendum for independence and how social media analysis can be applied to political systems in the future.
Japan: The test market for the coming global dementia tsunami
This report outlines the challenges of the dementia epidemic facing Japan and how, in an aging society, brands are responding to the needs of Japanese dementia sufferers.
Belief, intent, …action!: Bridging intent-action gap - how behavioral economics and consumer journey mapping explains decision making to identify levers to impel consumer action
This paper explains the intent-action gap for male circumcision in Africa, and uses behavioural economics to propose some solutions.
From persuasion to usability: What the Government Digital Service teaches marketers
This event report explains the lessons marketers can take from the UK government's digital service, which has streamlined digital operations to improve services and save money.
Mythbuster: Over-aggressive marketing
This article urges brands to think carefully about their marketing techniques, as 'hard-sell' techniques may produce short term benefits, but damage the brand over time.
How the NYPD captures attention on social media
This event report covers how the New York Police Department (NYPD) is making greater use of social media to connect with citizens and fulfil its mission.
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