People power: how brands are changing their fortunes by changing the world

This article looks at how brands have used people to both encourage social change and improve advertising effectiveness through seven key "ingredients".

I remember when I first experienced Save the Children's 2012 Christmas appeal. It was 14 December. I was sitting on the tube. Looking at the most ghastly piece of knitwear I'd seen for a long, long time.

Throughout that Friday I would go on to see dozens...

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