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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

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.

ActionAid: Viral videos brutally cut with a message about Female Genital Mutilation

This case study details how ActionAid, an international charity, raised awareness of Female Genital Mutilation (FGM) among the UK population through online video.

Cancer Research UK: A virtual reality garden at Hampton Court Flower show, with a flower for each legacy donor

This case study describes how Cancer Research UK, a cancer research and awareness charity, increased awareness of legacy gifts through a tribute garden.

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.

Agents of Social Change: A Model for Targeting and Engaging Generation Z across Platforms - How a Nonprofit Rebuilt an Advertising Campaign to Curb Smoking by Teens and Young Adults

The Truth Initiative strives to protect a new generation of youths who are prime prospects for the tobacco industry, by engaging that audience and reigniting their interest.

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
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Ed Pank

Asia Pacific

Ed Pank
+65 3157 6200
asiapacific@warc.com