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Shock tactics

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Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Case Study

US melanoma-awareness not-for-profit Mollie's Fund raised awareness of the importance of regularly checking your skin with a chilling poster campaign.

Case Study

The RNLI (Royal National Lifeboat Institution), a charity in the UK, persuaded the public to consent to being contacted by producing a powerful call to arms, 'Communication saves lives'.

Case Study

Financial services company Legal & General encouraged understanding of the importance of life insurance by emotionally connecting with parents of young children in the UK.

Case Study

Internet Matters, a non-profit organisation, produced a short film in the UK to bring home a hard-hitting message that bullying can now exist in the home without anyone being aware of it.

Case Study

Telecom operator du ran a campaign in the UAE to raise awareness about oversharing personal information on social media.

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

PETA, the animal welfare charity, raised awareness of the leather trade in Thailand by using shock tactics that generated social and earned media coverage.

Case Study

Girl-focused educational NGO Project Nanhi Kali used a wedding invitation to raise awareness and spur donor action in India.

Case Study

SodaStream, an Israeli drinks company, promoted its environmental message about plastic bottle pollution through a humorous online video campaign, ‘The Shame of Glory’, in Europe.

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

Tim Weaver, an English author, was successfully turned into a brand name by creating a podcast that investigated both sides of a missing person's investigation to coincide with his mystery books.

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

The Economist, the business magazine, optimised its face-to-face subscription sales in the UK by shocking people with PR activities based on the magazine's own articles.

Case Study

Sugar Smart, a health app, successfully helped UK parents cut their children's sugar intake, and became the most popular app on launch week.

Case Study

Sovereign, a health insurer in New Zealand, made an online film to show New Zealanders what their real health age looks like.

Case Study

Austrian NGO Light for the World let people experience the symptoms of cataract while reading their daily newspaper in order to increase donations and cure preventable blindness in parts of Africa.

Case Study

Drug-Free Kids Canada, a non-profit organization, created a video and SMS campaign to encourage conversations between parents and teenagers about driving while high.

Case Study

RNW Media, a multimedia non-governmental organisation in the Netherlands, introduced #NotMusicToMyEars in India as part of its Love Matters programme to show young Indian men the sexism in Bollywood song lyrics.

Case Study

This case study looks at how the Transport Accident Commission (TAC) in Australia, a for-profit social insurer for the State of Victoria, educated Victorians about the human body's physical vulnerability to the forces of a road crash.

Case Study

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

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.

Case Study

This case study shows how the 'Stop It At The Start' campaign from The Australian Government started a national conversation about perpetuating future violence in a bid to change attitudes and behaviours to reduce future violence against women.

Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.