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Case Study

This case study explains how UAE telecoms operator, du, used online ads to change people's behaviour on social media by warning them about oversharing.

Case Study

This case study shows how Unknown User, a horror movie, was able to exceed box-office expectations using a bespoke viral video campaign that won German cinema-goers' hearts.

Case Study

This case study describes how the Canadian charity Raising The Roof created widespread awareness about homelessness with a fake homeless shelter designed to raise eyebrows.

Case Study

This case study describes how Ontario Women's Directorate, a Canadian government agency, found that through a lack of understanding of what constituted sexual harassment, witnesses often did not know what they were seeing; this campaign drove understanding and willingness to intervene.

Case Study

This case study details how Raising the Roof, a homelessness charity, increased awareness by shocking local communities in Canada.

Case Study

This case study describes how La grande guignolée des médias, an annual charity drive in Quebec, used a new communication approach to arrest decreasing donations.

Research Paper

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.

Case Study

This case study details how ActionAid, an international charity, raised awareness of Female Genital Mutilation (FGM) among the UK population through online video.

Case Study

This case study describes how AT&T, the US telco, ran a campaign to reduce the number of distracted drivers on the roads, that broadened a previous effort by shocking viewers with accidents in a life just like theirs, ruined by a distracting phone, just like theirs.

Case Study

This case study describes how Taiwanese electronics company, HTC, launched its VR offering VIVE with the creation of a world-first immersive experience in London and Paris.

Case Study

This case study shows how Make Love not Scars (MLNS), an NGO dedicated to providing rehabilitation to acid attack victims, used a digital campaign to end the open sale of acid in India.

Case Study

This case study shows how Vaseline Men, a grooming brand, highlighted the product's healing capabilities with a digital campaign that focused on Thai men's worst fears.

Case Study

This case study shows how Resesh, a fabric freshener brand, turned a mobile phone into a virtual experience tool for customers, and successfully raised brand awareness in Japan.

Case Study

This case study describes how the Canadian Safe School Network, one of many anti-bullying causes in Canada, created a campaign that leveraged an existing database of influencers, bloggers and media.

Case Study

This case study looks at Australia's NSW Fire Service, who brought citizens out of apathy and into action by targeting houses at high risk of bushfire and repositioning action as the inescapable right choice.

Case Study

This case study shows how the Center for Disease Control (CDC), the US national public healthcare institute, encouraged people to stop smoking with an integrated campaign.

Case Study

This case study describes how Plan Norway, an NGO working for girls' rights, raised awareness about child marriage and its consequences among women, youth, politicians and the general public and recruited new supporters by making the problem feel closer to home.

Case Study

This case study describes how Johnnie Walker, a Scotch whiskey label, stayed true to its brand values and led the category by amplifying responsible drinking into a global platform of behaviour change.

Case Study

This case study explains how Peta, an animal rights non-profit organization, used an ecommerce platform to change people's behaviour when it came to buying fur in China.

Case Study

This case study describes a campaign for the NFL, in which the US sports organisation addressed negative public perceptions by sparking a social media debate around the Super Bowl.

Case Study

This case study shows how Melanoma Patients Australia, an organisation focused on melanoma awareness, created a social media campaign that directly engaged with users.

Case Study

This case study describes a campaign for States United To Prevent Gun Violence (SUPGV), a US charity, to discourage first-time gun buyers from making the purchase with an experiential and digital campaign.

Case Study

This case study describes how YMCA, a welfare movement that has been actively fighting violence against women for 145 years, used social media to generate awareness of the issue in Canada - on a zero media budget.

Case Study

This case study shows how Amnesty International, a human rights activist group, built a social media campaign that successfully changed European law and raised awareness.

Case Study

This case study examines how Mollie's fund, a melanoma awareness non-profit advocacy group, raised awareness of skin cancer in the US with its Free Killer Tan campaign.