Non-profit, public sector & education

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Scottish Government and NHS: Stop Fannying About And Get Your Smear Test

Case Study • Marketing Society UK, The Brave Awards, Winner, Not for Profit, 2019

The Scottish Government and NHS Health Scotland, government bodies in the UK, convinced 19% of 25 to 34-year-olds to have a smear test in Scotland as a result of its digital campaign.

Trade war threatens China's digital health market

News • 12 June 2019

One potential casualty of the escalating US-China trade war is a nascent digital health market as start-ups from the US and elsewhere explore how they can develop a viable commercial model to tap a vast and tech-savvy market.

NGO Vidchui: The Opera No One Heard

Case Study • SABRE Awards, EMEA, Not-For-Profit Organizations, Gold, 2019

Vidchui, an organisation that helps aurally impaired people, created a live opera stunt backed by social media to persuade young people in Ukraine to get their hearing checked.

RFSU (the Swedish Association for Sexuality Education): Dear Condom

Case Study • SABRE Awards, EMEA, Marketing to Youth, Gold, 2019

RFSU, the Swedish Association for Sexuality Education, created a short film backed by digital content to boost condom use among young Scandinavians, aged 18 to 25.

Trygg Trafikk (Norwegian Council for Road Safety) & If: Some battles are worth fighting

Case Study • SABRE Awards, In2 EMEA, Best Persuasive Content, Gold

Trygg Trafikk, the Norwegian Council for Road Safety, encouraged parents to secure their infant children facing the rear of the car through a video dramatizing the small battles parents fight with children every day.

CAMH: Mental Health is Health

Case Study • AME Awards, AME Awards, Silver, 2019

The Centre for Addiction and Mental Health (CAMH), a Canadian psychiatric teaching hospital, challenged people’s dismissive attitude toward mental health with provocative OOH.

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

Rankings • WARC Effective 100, 2019

Sport England, a UK government agency, shrank the exercising gender gap by getting rid of the fear of judgment and making women feel more confident in the process.

Parisian Road Safety Authority: The Virtual Crash Billboard

Rankings • WARC Creative 100, 2019

The Parisian Road Safety Authority, a road safety organisation in Paris, France, placed digital billboards at busy intersections that used the sound of a car braking to shock pedestrians when they tried to cross with the red man showing.

Pudding tax proposed by PHE

News • 03 January 2019

Public Health England has highlighted children’s excess sugar consumption levels and suggested that “fiscal measures” – the so-called pudding tax – may be needed to ensure that the food industry meets a target to cut ...

Public Health England: Someone Like You

Case Study • Data and Marketing Association, Gold, 2018

Public Health England (PHE), an executive agency of the Department of Health and Social Care in the UK, encouraged safer sex among young people by launching an open and honest video about STIs from young people that had experienced them.

London bans junk food ads on its transport network

News • 26 November 2018

A ban on junk food advertising will be imposed across the entire transport network of London early next year, despite strong objections from the advertising industry.

Afghanistan’s Ministry of Health: The Immunity Charm

Case Study • Jay Chiat Strategic Excellence Awards, Gold, Product/Service, 2018

Afghanistan's Ministry of Health created a bracelet for children to wear showing their immunisation history in the absence of paper records.

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.

Irish Blood Transfusion Service: Donor See, Donor Do

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

Irish Blood Transfusion Service (IBTS), a statutory body that is responsible for Ireland's blood supply, leveraged the power of the individual to make a disproportionate impact and crafted a campaign that returned the IBTS to consistent supply.

Tobacco marketing comes under the spotlight

News • 16 August 2018

NEW YORK: In the same week that the partners in a global tobacco industry watchdog group were announced, studies have highlighted how smoking and media depictions of smoking continue to be common in countries as diverse as Indonesia and the UK.

Indian Association for Palliative Care: Last Laugh

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

The Indian Association for Palliative Care (IAPC), an information and support association, increased the number of requests for this sort of care in India by launching a stand-up comedy show performed by terminally ill patients.

Scottish Government - Organ Donation: Everybody can save a life

Case Study • Marketing Society UK, Excellence Awards, Winner, Not-for-profit marketing, 2018

The Scottish Government took a calculated risk with its 2016/17 organ donation campaign, which deliberately avoided tugged-heartstrings in favour of positivity, humour, naked bodies and transplant scars on proud display.

Ontario Ministry of Health & Long Term Care: Be a Failure

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

Ontario Ministry of Health & Long Term Care, the healthcare section of the Government of Ontario ministry, launched a video campaign that encouraged people to attempt to quit smoking by showing them that failure is okay.

Gilead Sciences Europe: Are you Chris? A disease awareness campaign in hepatitis C

Case Study • SABRE Awards, Gold Sabre Award For Dach, EMEA, 2018

Gilead Sciences Europe Ltd., a research-based biopharmaceutical company, launched the Are You Chris? campaign to raise awareness of hepatitis C (HCV) in Germany.

Saudi Ministry of Health: Diabetes Monster

Case Study • AME Awards, Finalist, 2018

Saudi Ministry of Health, the governmental ministry responsible for the health of Saudi citizens, launched the Diabetes Monster campaign in Saudi Arabia to raise awareness about diabetes.

Italia Longeva: Chat Yourself

Case Study • SABRE Awards, Gold Sabre Award For Mediterranean, EMEA, 2018

Italia Longeva, a national research organisation on aging, worked with the Ministry of Health in Italy to launch Chat Yourself, a campaign to improve the quality of life of Alzheimer's patients.

They Would Stay Alive: Dead Poets Society Reloaded

Case Study • SABRE Awards, Gold Sabre Award For Consumer Health, EMEA, 2018

The National Association of Pensioners, a charitable organisation, launched They Would Stay Alive in Hungary, a health awareness campaign to communicate prevention of bacterial pneumonia in the elderly with vaccination.

Traffic Safety Research Center: The line that saves lives

Case Study • AME Awards, Finalist, 2018

Traffic Safety Research Centre, an organisation supporting traffic safety in Japan, launched a campaign to increase awareness of the risks of visually impaired people on trains and its tile invention.

BlueCross BlueShield of Tennessee: Don't be an accidental drug dealer – a campaign to combat Tennessee's opioid epidemic

Case Study • SABRE Awards, North America, Healthcare Providers, 2018

BlueCross BlueShield, a health benefit plan company in Tennessee, used PR to launch its Count It! Lock It! Drop It! (CLD) campaign to raise awareness about the importance of preventing opioid abuse.

American Sexual Health Association: YES Means Test - Empowering sexually active young adults to get tested for STDs

Case Study • SABRE Awards, North America, Not-For-Profit Organizations, 2018

American Social Health Association (ASHA), a public and healthcare provider, used PR to launch its Yes Means Test campaign in the US to encourage young adults to get tested for STDs and normalise the conversation of doing so.

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.
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.
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.
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.