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Activism, anger

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VENTURA, CA: Patagonia, the outdoor clothing retailer, intends to take legal action to block US President Donald Trump’s decision to reduce the size of national monuments in Utah and Nevada by up to 85%, a stance that may endear it to some ...

News

SINGAPORE: Ice cream brand Ben & Jerry’s has partnered with local activists to help Singapore tackle climate change in an initiative that also helped to enhance its brand purpose.

Article

Ben & Jerry's used a brand partnership with a local activist group in Singapore to localize its global brand purpose to fight climate change.

Article

Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.

Case Study

English-language newspaper The Hindu used a multimedia strategy to connect with readers in Bangalore, India, to raise brand and social awareness.

Case Study

Tea brand Tata Tea increased its market share in India by encouraging activism to build top of mind awareness.

Case Study

UN Women Pakistan used a sports-based multimedia strategy to launch an anti-domestic-violence campaign.

Case Study

The Campaign Against the Return of the Marcoses to Malacañang (CARMMA), a political campaign group, used a high-impact social media video to help swing the result of the Philippine presidential election.

Case Study

WildAid, an NGO, spread the message about the damaging effects of the Ivory trade by uniting the world’s elephant NGOs through a global, virtual campaign ‘#JoinTheHerd’.

Case Study

Persil, a detergent brand, renewed its core values in a bold campaign that successfully increased its sales in the UK, following a period of decline.

Case Study

Project Literacy, a literacy CSR programme, created a powerful campaign that increased awareness and engagement in the UK towards ending illiteracy.

Case Study

Amnesty International, a non-governmental organisation, transformed the refugee crisis from a global issue into a personal one for millions, by getting real refugees to respond to users on Twitter.

Case Study

Illinois Council Against Handgun Violence (ICHV), a non-profit organisation, used a teddy bear to highlight the lack of government oversight on the gun industry in the US with a powerful, public awareness, PR campaign.

Case Study

DB Export, a beer brand from New Zealand, brought beer drinkers back to DB Export by turning beer drinking into an act of environmental heroism.

Case Study

This case study describes how WildAid, a US-based non-governmental environmental organisation, used marketing to successfully campaign against the global ivory trade.

Article

This article argues that in the age of the Internet of Things marketers will need to increase the “mental availability” of their brand so that consumers will insert it into the decision criteria of their devices’ algorithms.

Case Study

Laura Moser, a 39-year-old mom, turned her feelings of despair over the 2016 general election into ‘Daily Action’, a text messaging service that allows subscribers to act upon political issues in the US.

Case Study

PETA, an animal rights organisation, collaborated with Waterfall, a software brand, to create an integrated mobile marketing campaign in the US, which allows users to take direct action on videos they see on social media without needing to leave the app.

Case Study

This article details how Rede Justica Social, a Brazilian social justice brand, created a campaign to make people take injustice personally and to start a change in Brazil.

Case Study

This case study details how Fundacion Banco de Bosques, a conservation brand, raised awareness of its purpose and work against deforestation in Latin America with a new social media communication strategy.

Case Study

This case study explains how Dove, a skincare brand, got involved in beauty and body empowerment conversations by creating an algorithm that detects sexist comments made about female athletes.

Case Study

This case study details how Instituo AzMina, a Brazilian NGO, protested against the wage gap in Brazil with its 'More Than 70%' campaign.

Case Study

This case study looks at how the state of North Carolina in the US tackled the signing of the HB2 by sparking feelings of outrage, betrayal and embarrassment.

Case Study

This case study shows how two junior agency executives from Host created the global social media campaign #redefinewomen to draw attention to outdated sexist definitions on Google Define with no budget or backing of any movement or brand.

News

MELBOURNE: Australia’s advertising industry has been quick to jump on board the fight to legalise same-sex marriage in the country, with hundreds of industry professionals pledging not to work on anti-marriage equality campaigns.