Government & Non-profit

Marketing for charities and the public sector

Articles and cases by category:
Charities
Educational, universities
Government



Padmini Sharma and Abigail Rendin, ARF Experiential Learning, Re:think, March 2015

This paper explains how Susan G Komen, a breast cancer charity in the US, uncovered the unconscious metaphors that frame the breast cancer journey to re-focus its work on the needs of cancer survivors.


Article

NSPCC: Pants
Case Studies on Warc, 2015

This campaign aimed to many children safe from a threat that often goes unspoken by introducing and promoting the ‘Underwear Rule’.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2015

This article examines how behavioural economics can help people adhere to medical advice more consistently, improving their own long-term health and reduce costs to healthcare providers.


Brian Carruthers, Event Reports, Advertising Week Europe, March 2015

This event report looks at how a government agency set out to promote behavioural change among women and get them more involved in exercise and sport.


Geoffrey Precourt, Event Reports, 4A's Transformation, March 2015

This event report describes how the American Red Cross partnered with Bitly, an online service which shortens long and complex URLs, to reach a new audience.


Isabella Pereira, Chris Perry and Stephen Johnson, International Journal of Market Research, Vol. 57, No. 2, 2015
This article, based on a case study presented at the SRA Annual Conference held in London in December 2014, introduces a project which used a qualitative mobile app to conduct research among professionals in the sphere of child protection. It discusses the strengths and weaknesses of this methodology, and what approaches can be taken to improve data quality when using mobile apps.

Stephen Whiteside, Event Reports, South by Southwest, March 2015

This event report addresses how NASA, the US space agency, has built up an army of social media advocates by holding unique offline events for users of platforms like Facebook and Twitter.


ARF Ogilvy Awards, Gold, Government & nonprofit, 2015

This case study describes a campaign by The Shelter Pet Project, a public service ad campaign, which increased the number of pets adopted from animal shelters in the US.


ARF Ogilvy Awards, Gold, Travel & leisure, 2015

This case study explains how the Recreational Boating & Fishing Foundation (RBFF), a not-for-profit organisation whose federal mandate is to preserve and promote recreational boating and fishing in the US, engaged Hispanic Americans.

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