Non-profit, public sector & education

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Alcoholic drink brands allocate the most to TV

Data • Marte Aune, WARC Data Points, January 2021

A summary of the average media allocation by sector based on an analysis of WARC's effectiveness case studies from 2009-2019.

STOP THE TRAFFIK: Research for digital disruption of human trafficking

Research Paper • MRS Awards Papers, Liz Nelson Grand Prix for Social Impact, 2020

STOP THE TRAFFIK (STT), a coalition campaign aiming to end human trafficking, uncovered insights about the ways in which Lithuanians can be exploited as they move to the UK and launched a campaign to raise awareness of human trafficking.

World Animal Protection: Love is blind – Changing attitudes towards the global dolphin entertainment industry

Research Paper • MRS Awards Papers, Finalist, MRS Award for International Research, 2020

World Animal Protection, a global charity for the prevention of animal suffering, used its research into visitors to dolphin venues worldwide to fuel its campaign to end the promotion of dolphin venues.

Guys and St Thomas’ Charity: Lived experience of air pollution

Research Paper • MRS Awards Papers, Finalist, MRS Award for Public Policy/Social Research, 2020

Guy's and St Thomas' Charity (GSTC), an urban health foundation, investigated how poor air quality affects residents of Lambeth and Southwark in London, UK.

British Heart Foundation: 24hrs in A&E Special

Case Study • David White, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Charity organisation, the British Heart Foundation, partnered with a popular TV show to drive donations and increase awareness in the UK.

Save the Children: Christmas Jumper Day 2019

Case Study • Roxanne Vure, WARC Media Awards, Bronze, Effective Use of Partnerships and Sponsorships, 2020

British charity Save the Children collaborated with broadcaster Channel 4 and retail advertising partners for its eighth annual Christmas Jumper Day campaign to raise funds, drive sign-ups and regain its brand association with event.

Beit Al Baraka: The Dignity Card

Case Study • Tahaab Rais, Carl Bou Abdallah, Emile Atallah, WARC Media Awards, Silver, Effective Use of Partnerships and Sponsorships, 2020

Lebanese NGO Beit Al Baraka launched an innovative payment card to help underprivileged elderly in a way that would empower them and preserve their dignity.

Global Pride: Global Pride Crossing

Case Study • Werner Iucksch, Melantha Tan, Arnaud Robin, WARC Media Awards, Silver , Effective Use of Tech, 2020

Global Pride created a unique virtual experience to keep the Pride Day flag flying, engage the LGBTI+ community and increase visibility of the Pride movement to society as a whole.

Donner Sang Compter (DSC): Blood Unity

Case Study • Tahaab Rais, WARC Media Awards, Gold, Effective Channel Integration, 2020

Donner Sang Compter (DSC), an NGO promoting voluntary blood donation, hijacked an outdated tradition to increase awareness of the importance of donating blood in Lebanon.

Help for Heroes: #40,000Strong

Case Study • Rebecca Priest, WARC Media Awards, Gold, Effective Channel Integration, 2020

Help for Heroes, the charity, used a powerful creative motif and installation to galvanise support for military veterans in the UK.

Mundo Sano: Not a Single Baby with Chagas

Case Study • SABRE Awards, LATAM, Industry Sector, Gold, 2020

Mundo Sano, a scientific, nongovernmental foundation, launched a commitment for 2030 that invited professionals to promote its message to help eradicate Chagas disease in Argentina.

ITV & Veg Power: Eat Them to Defeat Them – How making veg the bad guy did a load of good

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Veg Power, a campaigning group for vegetables from the Food Foundation, partnered with ITV to launch Eat Them to Defeat Them in the UK, a campaign that framed vegetables as villains and children as superheroes to encourage them to eat more vegetables.

Sambito: #NatureRepresented

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Sambito, a commercial consultancy, got thousands of lawyers to fight court cases for nature by defending trees for free, in order to help protect Ecuador's threatened environment.

The Campaign Against Living Miserably: Breaking the silence – How an image, not an ad, transformed the way the UK treats male suicide

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

The Campaign Against Living Miserably (CALM), a charity, created a striking public installation in the UK to increase awareness of male suicide and suicide prevention.

Help for Heroes: It took a small army to wake Britain up to the plight of injured veterans

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

Help for Heroes, a British charity, increased fundraising and support for medically discharged veterans in the UK by launching a travelling installation that became available when people donated.

WaterAid: A partnership that has saved five million children’s lives and built a new model for fundraising

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

WaterAid, a non-governmental organisation, saved five million children’s lives and developed a new model for fundraising over its 16-year campaign in the UK.

SickKids vs. Conventional fundraising

Case Study • IPA (UK), Silver and Best Contribution to Effectiveness through Technology, IPA Effectiveness Awards, 2020

SickKids Foundation, a Canadian children's health research organisation, repositioned its brand as a fighting ally against disease in a series of campaigns in Canada that successfully increased donations and engagement.

Truth Project: Making the unspeakable speakable

Case Study • IPA (UK), Bronze, IPA Effectiveness Awards, 2020

Truth Project, part of the Independent Inquiry into Child Sexual Abuse, established a safe platform for survivors of child sexual abuse (CSA) in the UK to share their experiences.

The United Nations: The People's Seat

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

The United Nations (UN) launched The People's Seat campaign to shift perceptions of the UN, deliver broad awareness of climate change and inspire direct action from the global population.

From instant gratification to lasting national pride: The big change that built a more lucrative love for National Trust for Scotland

Case Study • IPA (UK), Entrant, IPA Effectiveness Awards, 2020

National Trust for Scotland (NTS), a governing body of protected sites, re-positioned its brand as a Scottish charity worth supporting by releasing a series of TV, radio and OOH ads that positioned support for NTS as support for Scotland.

Courageous Conversation Global Foundation (CCGF): Not A Gun

Case Study • ARF Ogilvy Awards (US), Grand Ogilvy, 2020

Courageous Conversation Global Foundation (CCGF), a non-profit organization, highlighted the implicit racial biases among police officers in the US with its campaign that likened an innocent candy bar to a gun.

ITV advertising revenue drops 43% in Q2, retail adspend down 57%

Data • Rob Clapp, WARC Data Points, August 2020

An overview of ITV's advertising revenue by category during the coronavirus (COVID-19) outbreak.

Donner Sang Compter: Blood Unity

Article • AME Awards, AME Awards, Platinum, 2020

Donner Sang Compter, a brand that links potential blood donors with patients, innovated an outdated and irrelevant sect-driven ritual in Islam and made it relevant to modern day to encourage blood donations in Lebanon.

“Fight the Virus. Fight the Bias” public-service campaign tackles prejudice against Asian Americans

Article • Stephen Whiteside, WARC Exclusive, July 2020

“Fight the Virus. Fight the Bias” is a campaign focused on tackling racism against Asian Americans and Pacific Islanders, which increased dramatically following the outbreak of COVID-19.

Blutspende SRK Schweiz: Blood stem cell donation campaign

Case Study • SABRE Awards, In2 EMEA, Best in Digital Marketing/Advertising, Gold, 2020

Blutspende SRK Schweiz, a medical lab in Switzerland, encouraged the Swiss public to become blood stem cell donors for leukaemia patients by launching online ads and a chatbot to help with the registration process.

Breaking the Blue Ocean Barriers: Using behavioural economics to drive customer acquisitions – A unique perspective!

Research Paper • Ameya Saxena, Archana Pai and Priyanka Bhargav, ESOMAR, Fusion, 2018, pp. 0-0

Myntra Designs, an e-commerce store for fashion and lifestyle products, launched group workshops and online consumer diaries to gain consumer insights to help it promote its brand to offline shoppers in India.
It's all in the game: Gamification is winning over consumers jaded by traditional marketing

Article • David Ward, ANA, Fall 2014, pp. 43-54

This article demonstrates how gamification - applying elements of gaming to other activities, like marketing or work - can be used as an effective engagement and customer acquisition tool across a wide range of consumers.
Emirates NBD: "Hey Future Me…" - A social experiment to start a conversation between parents and children

Case Study • Tahaab Rais, WARC Prize for Social Strategy, Shortlisted, 2015

This case study explains how Emirates NBD, the Middle East's leading bank, engaged affluent parents by creating a social experiment where it asked children to send a message to their future selves.
Trends Snapshot: Growth hacking - where marketing and coding collide

Article • Stephen Whiteside, WARC Trends, August 2014

This article explains how brands are using "growth hacking", an innovative alternative to traditional advertising that blends marketing and coding to build a customer base.
Letter from Pakistan: Successful brands must value and empower fans

Article • Babar Khan Javed, Market Leader, Quarter 4, 2014, pp. 0-0

This article identifies some of the challenges faced by marketers in Pakistan, including short-termist focus on customer acquisition over retention and vanity metrics.
Carhartt builds its brand with makers and doers

Article • Stephen Whiteside, Event Reports, ANA Masters of Marketing, October 2015

This event report shows how Carhartt, the apparel brand, boosted its standing with members of the "maker movement" while maintaining its traditionally high standing with people working in physically demanding jobs.