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Case Study

Truth Initiative, a nonprofit tobacco control organization, raised awareness of the tobacco industry’s targeting towards young, low-income groups by launching a campaign at the Grammys in the US.

Case Study

Embracing failure in its marketing helped the Canadian Ministry of Health and Long-Term Care change attitudes towards quitting smoking.

Article

The book, How Public Service Advertising Works, highlights that advertising has a purpose beyond selling and has many lessons for commercial advertisers.

Research Paper

This research compared the effectiveness of fear and hope appeals in green communications when the issue was framed as either global or local.

Article

This annual report by J Walter Thompson Intelligence charts 10 emerging trends across 10 sectors that will shape marketing globally in 2018, spanning culture, tech, travel and more.

News

NEW YORK: Tobacco giants Altria and BAT are to spend millions of dollars over the next year on self-critical advertising on broadcast television networks and in leading newspapers as part of a legal settlement of a case brought almost 20 years ago.

Research Paper

This investigation attempts to assess quantitatively past studies on advertising-appeal differences and scale them on a common metric.

Case Study

This case study describes how the Food and Drug Administration (FDA) raised awareness of stunted lung growth caused by smoking among American teenagers, through a series of animated videos.

Article

This report provides part 2 of an overview of world health and wellness company strategies, examining multinationals' acquisitive activities and product strategies, industry challenges, brand growth platforms and regulatory challenges.

Case Study

This case study shows how the 'Stop It At The Start' campaign from The Australian Government started a national conversation about perpetuating future violence in a bid to change attitudes and behaviours to reduce future violence against women.

Article

This article describes the latest findings from behavioural science exploring whether people in general approve of the concept and act of nudging.

Case Study

This case study shows how CVS Health, a retail pharmacy brand, increased brand equity in the US by developing a campaign that helped people quit smoking.

Article

This short report summarises the results for the US from the 2017 WARC 100, which ranks the world's best advertising campaigns based on performance in effectiveness and strategy competitions.

Article

This article looks at how communicators can use the ubiquity of mobile to reach people in the micro-moment of decision-making, enabling them to motivate and facilitate behaviour change and improving the lives of individuals and of society.

Article

This report provides evidence of how advertising - with an estimated global spend of $542 billion in 2016 - plays a crucial role in driving national economies and generating growth.

Article

This report reveals the trends and lessons from the 2016 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.

Case Study

This case study describes how Tobacco Free Florida, an anti-smoking organisation, dropped the smoking rate in Florida amongst teenagers through The Facts Now campaign.

Case Study

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.

Case Study

This case study shows how Public Health England, an agency for the Department of Health, created a marketing manufactured health intervention campaign to dramatically increase quitting attempts at smoking.

Case Study

Korea's Ministry of Health and Welfare, a government body, used digital content to reduce rates of teenage smoking.

Research Paper

The authors propose a Plackett-Burman experimental design to rearrange profiles in blocks in choice-based conjoint analysis as an alternative technique for measuring preferences that accommodate large numbers of options.

Article

This short article explores how major, global corporations can make the world a better place through the phenomenon of Big Brand Redemption.

Article

This article demonstrates how advertisers can remove the emotional barriers that affect decision-making and encourage behaviour change that will promote better health.

Case Study

This case study shows how the Center for Disease Control (CDC), the US national public healthcare institute, encouraged people to stop smoking with an integrated campaign.

Case Study

This case study describes how Johnnie Walker, a Scotch whiskey label, stayed true to its brand values and led the category by amplifying responsible drinking into a global platform of behaviour change.