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Key reading

Oxfam

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.




Latest case studies

The Heart Foundation: Heart Attack Act

This case study describes how The Heart Foundation, a New Zealand charity for heart disease awareness, created a challenge, 'The Heart Attack Act' that taught people how to recognise heart attack symptoms.

The New Zealand Breast Cancer Foundation: Breast Cream

This case study describes how The New Zealand Breast Cancer Foundation created a simple way to help women check their breasts and help detect possible cancers as early as possible.

Plan International: How a video with no budget influenced the UN's 15 year plan

This case study explains how Plan International, an international development organisation, put girls' rights at the top of the UN agenda for sustainable development goals.

Ovarian Cancer Canada: Ladyballs

This case study describes how Ovarian Cancer Canada, an ovarian cancer charity, increased donations and awareness through its Ladyballs campaign.

Latest articles

Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising

How effective is shock advertising for charities? To address this question, the current researchers used an experimental design based on a cross-sectional sample of three groups of adults.

FDA: This Free Life

This case study describes how the US Food And Drug Administration (FDA) launched an educational peer-to-peer campaign to prevent and reduce tobacco use among LGBT adults aged 18-24 in 12 US markets.

Brent Council: Using research to create a dementia-friendly community in Brent

This paper describes research conducted by Community Action on Dementia (CAD), a UK charity that wanted to develop services tailored to the needs of dementia sufferers, enabling them to live well despite their condition.

Action for Children: Evaluation of the 'Roots of Empathy' programme in Scotland

This paper outlines research for the charity Action for Children (AfC), to measure the impact of a classroom-based programme it delivered in Scotland, designed to raise empathy and lower aggression in schoolchildren.

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Monique Dolbin

Americas

Monique Dolbin
+1 202 778 0680
americas@warc.com

Nicola Tillin
Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com