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Article

This event report provides tips from senior marketers on how to attract and maintain consumers' attention on your brand.

Case Study

This case study describes how international development organisation, UN Women, used a storytelling strategy on TV, outdoor and radio to campaign for women's rights in Egypt.

Case Study

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

Case Study

This case study shows how OMO, a detergent brand, launched a live-streaming campaign to showcase children's sedentary lifestyle and increase brand awareness and sales in the Middle East.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, launched a radio campaign to help Lebanese women come to grips with domestic violence and seek help for themselves or others.

Case Study

This case study explains how laundry brand Persil used a comparison between the time children and prisoners spend outside to build brand relevance and sales in a global, integrated campaign.

Case Study

This case study shows how KAFA, an NGO dedicated to protecting victims of abuse and violence, raised awareness about the issue of child marriages in Lebanon through a social experiment.

Case Study

This case study explains how charities the Romanian Ornithological Society and Natura 2000 used a YouTube video and PR to raise awareness of Romanian hunting laws and get the law changed to protect birds.

Case Study

This case study explains how Sakker El Dekkene (Stop the Shop), a Lebanese NGO, used a stunt to encourage people to report corruption.

Case Study

This case study shows how Intermarché, a supermarket brand, successfully helped its French customers reduce their daily sugar intake be creating a six-step sugar-detox yoghurt pack.

Case Study

This case study explains how Swedish insurance company Trygg-Hansa used a humorous video to explain the impact of alcohol on swimming ability and reduce deaths by drowning.

Case Study

This case study shows how WildAid, an environmental organisation, created a global movement to end ivory trade by mobilising different wildlife groups worldwide.

Case Study

This case study shows how iD Mobile, a mobile network brand, successfully launched its services in the UK, using a digital-first campaign.

Case Study

This case study shows how St John Ambulance, a first aid charity, created a series of educational yet humorous ads to teach parents across the UK about baby CPR.

Case Study

This case study explains how UAE telecoms operator, du, used online ads to change people's behaviour on social media by warning them about oversharing.

Case Study

This case study describes how germ-protection brand Dettol grew sales in South Africa by using a social media video, highlighting germ hotspots in schools.

Case Study

This case study shows how Unknown User, a horror movie, was able to exceed box-office expectations using a bespoke viral video campaign that won German cinema-goers' hearts.

Article

This article offers principles that can help advertisers communicate difficult topics - where deeply entrenched beliefs are hard to overcome and shock tactics and a preachy tone prove counterproductive - and shift the narrative direction towards real change.

Case Study

This case study describes how Ontario Women's Directorate, a Canadian government agency, found that through a lack of understanding of what constituted sexual harassment, witnesses often did not know what they were seeing; this campaign drove understanding and willingness to intervene.

Case Study

This case study describes how the Canadian charity Raising The Roof created widespread awareness about homelessness with a fake homeless shelter designed to raise eyebrows.

Case Study

This case study describes how La grande guignolée des médias, an annual charity drive in Quebec, used a new communication approach to arrest decreasing donations.

Case Study

This case study details how Raising the Roof, a homelessness charity, increased awareness by shocking local communities in Canada.

Research Paper

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.

Case Study

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