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Research Paper

A well-established empirical generalization is that brand users are more likely than non-users to recall advertising for the brand they use.

Gunn Report

PFLAG Canada, a non-profit organisation for the LGBTQ+ community, transformed the existing symbol of equality, the Pride flag, into an online data tool for LGBTQ+ travellers to navigate the world safely.

Case Study

The Egyptian Autistic Society used an integrated strategy to change society's misperceptions about autism.

Case Study

Sandy Hook Promise, a non-profit organisation, increased average sign-ups by launching a misdirecting film that caught US viewers by surprise when it gets interrupted by an active shooter.

Case Study

Addict'Aide, an addiction-focused digital information platform, launched a fake Instagram profile that, over time, surprised its French followers with the growing alcohol addiction of its profile owner.

Case Study

Crowdrise, a crowdsourcing digital platform, used a pop-culture mishap to create a crowdfunding campaign that successfully raised money globally to help Kenyan charities.

Case Study

The Ad Council, an American nonprofit organization, created an ad that was a real-time prediabetes test in order to raise awareness of the condition in the US.

Case Study

UN Women, a UN entity working for the empowerment of women, launched a campaign to curtail current Pakistani law that allowed men to 'lightly beat' women, by showcasing empowered women that could inspire others and cause a societal shift.

Case Study

Gesicht Zeigen!, a non-profit organisation, launched a campaign that marked the return to print of Hitler's 'Mein Kampf' in Germany with a special edition of the book that instead featured 11 stories of holocaust survivors or refugees.

Case Study

The Ad Council, a non-profit organisation, created a new emoji which not only raised awareness of the issue of bullying in the US, but also gave parents and teens alike the tool to confront bullying and identify it.

Case Study

IGNITE National, a nonprofit organization aiming to prepare the next generation of female leaders, designed a campaign to increase donations and help decrease the gender inequality in politics in the US.

Case Study

Child Focus, the Belgian Centre for missing and sexually exploited children, successfully raised awareness for missing children, and found a child, by launching a multichannel campaign across Belgium.

Case Study

SickKids Foundation, a children's health research organisation, launched a campaign that successfully increased donations and Canadian male-audience engagement by repositioning its brand as a fighting ally against disease.

Case Study

Donate Life America, a non-profit organ and tissue donor registry, created a YouTube video to persuade millennial men to become organ donors in the US.

Case Study

The Ad Council, a US non-profit organisation, created a campaign which used a live stunt and PR support to address prejudice at a national scale.

Case Study

Alcoholics Anonymous (AA), an international mutual aid fellowship that provides support for alcoholics looking to maintain sobriety, marked its 70th anniversary by launching a social media campaign aimed at reaching a younger audience in Brazil.

Case Study

Amnesty International, a human rights non-profit organisation, was able to rally support and unity for the refugee crisis around the world by designing a flag and an anthem, in order to build its global identity.

Case Study

Ol Pejeta Conservancy, a non-profit wildlife conservancy, successfully raised funds for its white rhino conservancy efforts by creating a tinder profile for the world's last male white rhino, in Kenya.

Case Study

Equality NC, an LGBT rights advocacy group, launched a campaign that played to undecided voters' interests regarding their state's economic and cultural losses to gather votes and drive out a sitting US senator who had passed a discriminatory bill.

Case Study

Public Eye, a sustainability and solidarity development-focused non-governmental organisation, launched a social media campaign that raised awareness of air pollution in African countries by sending collected canisters of polluted air to the main polluter's headquarters in Switzerland.

Case Study

The Interreligious Council in Bosnia & Herzegovina, an organisation focused on decreasing religious prejudice and promoting inter-religious dialogue, launched a book that mirrored 10 important topics of the Bible and the Quran to successfully raise awareness for religious tolerance and doctrine similarities.

Case Study

The National Safety Council (NSC), a non-profit public service, increased awareness of the dangers of taking opioids in the US by creating a memorial with a wall of pills that had the faces of overdose victims carved into them.

Case Study

Girlguiding, the national guiding organisation of the United Kingdom, increased positive sentiment and the number of volunteer enquiries by showing how it helps its volunteers and attendees empower each other.

Case Study

Time to Change, a mental health organisation in England, developed a campaign that got males to talk to their friends about mental health, which was funded by the Department of Health, Comic Relief and the Big Lottery Fund.

Case Study

Big Brothers Big Sisters Tampa Bay (BBBSTB), a regional operation of a national, non-profit organization in the US, used an offbeat communication approach to raise awareness and encourage mentorship of in-need children.