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What brands in other categories can learn from charity marketing
This Best Practice paper argues that charities can teach other brands about using smaller budgets more efficiently. Charities have also taken their social competency into the digital space, where they have provided many significant successes in social media marketing.
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Why social policy needs more than the behavioural economics bandwagon
Why governments wishing to change people's behaviour should concentrate on System 1 thinking.
Neuroscience helps a charity improve its TV ads
How neuroscience research tools boosted effectiveness for The Shelter Pets Project.
Making me.gov happen
TNS research showing how governments can make better use of online platforms to provide services.
The problem with political brands
Why branding political parties can be difficult, as parties depend on identity rather than consumption.
GREAT Britain Campaign: Creating impact for Britain around the world
This case study describes how the Government's GREAT Britain campaign differentiated the UK as a premier destination for tourism, education and inward investment by presenting the familiar and the new in a unified and surprising way.
NSPCC flaw in the law
This case study investigates how the NSPCC, the British children's charity, campaigned to change the law and protect children from online sexual abuse.
This case study demonstrates how WWF Netherlands, the wildlife preservation charity, generated greater compassion for and involvement with the subject of ocean preservation through a multi-media campaign.
Fresh blood: how Red Cross Connection crowd-sourced a new generation of blood donors.
This case study shows how the Singapore Red Cross, a global humanitarian charity, created an app to aid the recruitment of blood donors.
The 'Churchill Index' as a guide to leadership
This article analyses the qualities attributed to past and present political leaders in the UK and asks what qualities the public most admire in their leaders.
Speed Read: Doing Good Better
This Speed Read reviews and summarises the book 'Doing Good Better', by William MacAskill.
Measuring the efficiency of community engagement: an ecological analogy
Evaluation of community engagement has historically avoided or ignored the question of the efficiency of the processes used.
Presidential politics collide with digital media at IAB
This event report outlines how digital technology has added a new spin to the political process and will play a key role in the 2016 Presidential Election.
Project Everyone: How the UN targeted a campaign at 7bn people in seven days
This article discusses a global campaign for the United Nations, which aimed to reach everyone on earth in a week with news of its Sustainable Development Goals.
Interdependence Day: Survey & social, working together to save the UK!
This paper examines what opinion polls and social media analytics revealed about the 2014 Scottish referendum for independence and how social media analysis can be applied to political systems in the future.
Belief, intent, …action!: Bridging intent-action gap - how behavioral economics and consumer journey mapping explains decision making to identify levers to impel consumer action
This paper explains the intent-action gap for male circumcision in Africa, and uses behavioural economics to propose some solutions.
Japan: The test market for the coming global dementia tsunami
This report outlines the challenges of the dementia epidemic facing Japan and how, in an aging society, brands are responding to the needs of Japanese dementia sufferers.
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