Non-profit, public sector & education

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Rankings • WARC Effective 100, 2019

The US Army, the land warfare service branch of the United States Armed Forces, enticed hackers who wanted to use their skills for good, through a TV spot that showed a series of hidden challenges.

British Army: Helping a new generation find where they belong in the British Army

Rankings • WARC Effective 100, 2019

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

The British Army: This is belonging

Case Study • Direct Marketing Association - UK, Gold, 2018

The British Army, the principal land warfare force of the UK, increased applications by creating a video campaign that told the stories of real soldiers.

British Army: Junior Entry Review for the UK Army

Research Paper • MRS Awards, Finalist, MRS Award for Public Policy/Social Research, 2018

The British Army, a land warfare force, developed a research programme that supported a detailed understanding of its UK audience and robust quantitative data to enable evidence-based decision making.

Helping a new generation find where they belong in the British Army

Case Study • Matthew Waksman and Rob Fullerton-Batten, Institute of Practitioners in Advertising, Gold, IPA Effectiveness Awards, 2018

The British Army, a British land warfare force, increased the number of applications it received after launching a compelling story-based campaign to reach a broader group of young people.

The Defence Forces – Finding the right fit: Data Sniping for the Defence Forces

Case Study • Institute of Advertising Practitioners in Ireland, Gold, ADFX Awards, 2018

The Irish Defence Forces, the military of Ireland, launched a targeted social media campaign that saw it reach the highest ever percentage of female members since the first inductions in 1980.

Defence Force Recruiting, Aldi win at Aussie Effies

News • 31 August 2018

SYDNEY: A recruitment campaign for the Australian Defence Force has won the Grand Effie in the 2018 Effie Awards Australia, while the award for the year’s most effective advertiser went to the supermarket Aldi.

Defence Force Recruitment: How transforming the Defence Force's approach to recruitment delivered record returns

Case Study • The Communications Council, Grand Effie, Australian Effie Awards, 2018

Defence Force Recruitment, a recruiter for the Australian Defence Force, positioned itself as a 21st Century employer by driving operational change that delivered record recruitment rates.

US Army cuts its marketing spend following review

News • 13 July 2018

NEW YORK: The US Army will implement “more stringent oversight” of its marketing spend after an internal audit concluded that tens of millions of dollars had been wasted on marketing initiatives in the fiscal year 2016.

US Army: White Hats Wanted

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2018

The US Army, the land warfare service branch of the United States Armed Forces, launched a TV spot to subtly entice hackers who want to use their skills for good through a series of hidden challenges.

Romanian Police: The Survivors

Case Study • Ciprian Bof, WARC Awards, Entrant, Effective Social Strategy, 2018

Romanian Police reduced the number of road fatalities in the country by creating an outdoor museum about car accidents.

US Air Force: Special Ops

Case Study • Effie Worldwide, Bronze, North American Effies, 2018

The US Air Force launched a campaign involving VR and 360 videos to help raise awareness of its special operations.

U.S. Army: White Hats Wanted

Case Study • Effie Worldwide, Gold and Silver, North American Effies, 2018

The US Army, the land warfare branch of the United States Armed Forces, created a video ad with secret messages and puzzles in order to recruit white hat hackers who want to use their skills for good.

US Army: 'Independence Day: Resurgence' (US)

Rankings • WARC Media 100, 2018

Contains the creative for the 'Independence Day: Resurgence' campaign for US Army by the agency MRM//McCann in the US.

Why the British Army changed tack with its recruitment advertising

News • 05 February 2018

LONDON: Recruitment advertising for the British Army came in for a blast of criticism last month, but its creators have argued the need to look beyond the “18-30 holiday with helicopters and guns” approach if challenging targets are to ...

US Army under fire over marketing spend

News • 04 January 2018

NEW YORK: An ongoing internal review of the US Army’s marketing and advertising budget appears to question the effectiveness of almost $1bn spending on marketing programs.

The British Army: This is Belonging

Case Study • Direct Marketing Association - UK, Grand Prix, 2017

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.

British Army Recruitment: This is Belonging

Case Study • Matthew Waksman and Nick Terry, Account Planning Group - (UK), 2017

British Army Recruitment turned around a dangerous recruitment shortfall and helped safeguard national security with its 'This is Belonging' campaign which convinced more of the British public that they belong in the army.

ACT! Action Counters Terrorism: Transforming the way the British public think of the uneventful everyday, where nothing is a hard won victory

Case Study • Account Planning Group - (UK), 2017

The Counter Terrorism Police in the UK produced its ACT campaign, to encourage members of the British public to report information to help the counter terrorism effort, by producing podcasts to highlight the importance of taking action.

U.S. Air Force: Airforce.com

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how the US Air Force boosted recruitment with a redesigned website that featured career choices and personalisation.

United States Army: Cryptaris

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2017

This case study explains how the US Army created a difficult to complete simulation mission contained in a website to attract high quality STEM graduates.

Oficina nacional de emergencia: ONEMI – A reputational rebirth

Case Study • SABRE Awards, Winner, LATAM, Public Sector Government and Reputation Management, 2017

The National Emergency Office (ONEMI), a government agency dedicated to the prevention and coordination of natural disasters, managed to turn around its declining public perception in Chile by deploying a positive PR campaign.

Countering terrorism with the right social marketing strategy

Case Study • Claire Spencer, Paul Baines and Sharon Holmes, Admap, May 2017, pp. 27-29

This article presents the City of London Police's new policing strategy - Project Servator - as a way of designing a social marketing campaign that uses a partnership approach with the local community that is replicable across different global locales.

King County E-911 Program Office: Emery’s 9-1-1 All Stars

Case Study • SABRE Awards, Gold, North America, Multicultural Marketing, 2017

E-911 Program Office, the 911 emergency calls administrator, created an educational campaign to teach minority community children in the US how and when to call 911.

US Army reviews $4bn ad contract

News • 09 January 2017

WASHINGTON DC: The US Army has given notice of its requirement for an advertising agency to give full-service support to a nationwide campaign focused primarily on recruitment and retention.

Sport England: This Girl Can - Giving judgement the finger (& inspiring millions of women to get active)

Case Study • Vicki Holgate, Laura Pirkis and Matthew Scott, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2018

Sport England, a UK government agency, increased the number of women exercising due to its campaign which helped women feel more confident exercising.
SickKids Foundation: SickKids VS

Case Study • Cannes Creative Lions, Silver, Creative Effectiveness Lions, 2018

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.
Five ways to target university students

Article • Matthew Carlton, Event Reports, YMS18, March 2018

University students offer a distinct grouping and one which brands have a unique opportunity to reach and build a relationship with.
Grads of Life: 7-Second Resumes

Case Study • David Yeend, Kristen Bowman, Saya Heathco, Megha Parikh, WARC Awards, Grand Prix, Effective Innovation, and Partnership Special Award, 2018

Grads of Life, an initiative run by the Ad Council in the US, worked with unemployed young people to create short videos that showcased their skills, changed perceptions, and helped them into work.
Shocking People Into Action: Does It Still Work? An Empirical Analysis of Emotional Appeals in Charity Advertising

Research Paper • Antje Cockrill and Isobel Parsonage, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 401-413

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.
Metro Trains: Dumb Ways to Die

Case Study • Cannes Creative Lions, Shortlisted, Creative Effectiveness Lions, 2014

This case study describes how Metro Trains, a train company in Melbourne, Australia, created a humorous music video and facilitated social sharing to raise awareness of rail safety.