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News

LONDON: For the public and charity sectors, marketers can increase the long-term effects of a campaign by aligning with the expertise, exposure or the fame of a partner, an industry figure argues.

Article

This article considers how the long-term effects of public sector marketing can effectively be multiplied through the use of key partnerships with the stakeholders themselves, as they hold crucial knowledge of the subject matter, as well as through endorsement.

Article

This article introduces a series of articles on marketing public services and creating awareness of a diverse list of issues, including for growing subsectors such as charities.

Article

This article offers principles that can help advertisers communicate difficult topics - where deeply entrenched beliefs are hard to overcome and shock tactics and a preachy tone prove counterproductive - and shift the narrative direction towards real change.

Case Study

This case study describes how Rwandan genocide survivors' charity, SURF, drove engagement and brand awareness to promote jewellery made by genocide widows, using audience surveys and data-optimised creative units.

Article

This case study describes how Seeing Eye Dogs Australia created the first puppy subscription service to find foster carers for their litters of puppies.

Case Study

This case study describes how Duang Prateep Foundation, a non-profit charity, used motorcycles to tackle the mosquito problem in Thailand's slums.

Article

This case study describes how the Baheya Women's Cancer Hospital in Egypt raised awareness and donations during Ramadan by posting its message on dessert boxes.

Article

This event report outlines three perspectives on the UK's decision to exit the European Union, from the viewpoints of the charity, banking, and retail sectors.

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 describes how US non-profit The Ad Council, tackled Type 2 diabetes with a research-driven campaign to focus the issue through an intimate relationship to the at-risk target audience.

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 the Donkey Sanctuary, a British charity, used a new design language to align its various brands to help grow the charity in a declining market.

Case Study

This case study describes how World Vision UK, a children's charity, reversed its decline in acquisitions by targeting affluent middle-aged women.

Case Study

This case study describes how Glasgow Life, a charitable sports and culture organisation, and the Federation International de Gymnastique, the competitive gymnastics governing board, designed a new brand identity for the 2015 World Gymnastics Championships in Glasgow.

Case Study

This case study details how the Snowdon Award Scheme, a charitable organisation that provided grants and bursaries to disabled students, rebranded itself as the Snowdon Trust to increase awareness in the UK.

Case Study

This case study details how Ovarian Cancer Canada, a non-profit cancer organisation, raised awareness of ovarian cancer through its Ladyballs campaign.

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.

Case Study

This case study details how SickKids, a children's hospital, raised donations in Canada through a mid-video call to action.

Case Study

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

News

NEW YORK: Ads eliciting negative emotions such as guilt can prompt people to donate money to charity, but positive messages are more impactful in encouraging major decisions like fostering a child, according to a study published in the Journal of ...

Article

This event report explores how the British charity Missing People, which helps people who run away or when a family member has gone missing, is navigating a period of heightened government scrutiny within the sector, and discusses its use of programmatic.

Case Study

This case study describes how ALS League, a US non-profit with the purpose of raising awareness for the neurodegenerative disease, created a viral social challenge that drove donations to the ultimate cause of the campaign: research towards its cure.

Article

This case study describes how the Animal Defenders Association (ADA) in Colombia used Tinder, the mobile dating app, to drive adoption of its abandoned cats and dogs.

Case Study

This case study describes how The New Zealand Breast Cancer Foundation created a simple way to help women check their breasts and help detect possible cancers as early as possible.