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Case study: Remember A Charity Week
Third Sector | November 22, 2011
The campaign generated £1.28m of free broadcast PR. Research carried out after both the 2010 and the 2011 campaigns asked people who'd seen them if they would now be more likely to talk to friends and family about making charity bequests. Thirty-nine per cent more people said "yes" after the 2011 campaign than did so a year earlier.
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Using Humour To Sell Water Conservation
MediaPost Marketing Daily | September 13, 2011
Between Aug. 3 and 25, 73 TV stations reported airing the spots a total of 2,349 times (26 million impressions). Also since Aug. 3, the videos have drawn more than 74,000 views on YouTube, there have been about 27,000 Web site hits, Rip's Facebook page has about 500 likes and 32,000+ posts views, and he has some 250 Twitter followers. Sponsors have also drawn about 1,200 site visits.
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The MFA Awards: Pedigree Case Study
AdNews | June 20, 2011
The Pedigree Adoption Drive successfully used dogs' personal stories to form an emotional connection between prospective adopters and abandoned dogs and 3,365 dogs were adopted within two months of the campaign launch. PAD awareness increased to 32% and more than $170,000 was raised. TNS tracking also revealed that 54% of people had a more favourable opinion of the Pedigree brand post-campaign.
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Scottish National Blood Transfusion Service’s New Year Appeal Saves Lives
Thinkbox | May 19, 2011
In 2007, the SNBTS New Year appeal generated just 401 enquiries. In 2008 enquiries increased by a record 209% as a result of the campaign which generated 857 responses – the biggest SNBTS had ever received in a single day.
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New Documentary Provides Case Study of One Community's Effort to Promote Understanding and Acceptance of New Americans
Digital Journal | May 17, 2011
Welcome to Shelbyville focuses on community relations in a small Tennessee town and will air nationwide on the PBS Series "Independent Lens". Welcoming America affiliates, community groups and city officials across the country, are using local screenings as a catalyst to initiate new dialogues around immigration.
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Department of Health Persuades Smokers to Quit
Thinkbox | April 13, 2011
Not only did the campaign substantially shift attitudes around the effect of smoking on loved ones, the campaign also provided the motivation to stop smoking. 54% of the target audience agreed ‘these ads made me think I should stop putting it off and stop smoking now’ – a rise of 5 percentage points from the previous campaign and the highest motivation level reached since 2006.
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Study: Cause Marketing Lowers Donations
MediaPost Marketing Daily | April 04, 2011
Cause marketing - when firms share proceeds from the sale of products with a social cause - reduces overall charitable giving by consumers, according to Aradhna Krishna, the Dwight F. Benton Professor of Marketing.
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Tobacco Control: How the Integration of Advertisers Made Advertising More Powerful Than Word of Mouth
Thinkbox | October 15, 2010
Television was key to communicating the emotional and physical consequences of smoking and, ultimately, in encouraging smokers to seek support. “Great proof that advertising can effect mass behavioural change on even the most difficult social issues”
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Companies' Good Deeds Resonate with Consumers
Forbes.com | May 27, 2010
"We set out asking whether companies that inspired others were more likely to connect and draw shoppers," says Terry Barber, chief inspiration officer of Inspiration Blvd. "We see now there's a strong link between the message consumers take away and how they act on it."
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Air Miles Flies Green With "My Planet"
Strategy | May 01, 2010
“My Planet” impacted sales positively, as demonstrated through a grocery case study which saw an increase of 17.6% in sales year over year, and the campaign resulted in 150% of target collectors engaged, 148% of awareness goal and 121% of target website visits.
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Maxwell House Brews Some Good
Strategy | May 01, 2010
“This was a creative and original endeavour. We as marketers juggle ad costs vs. impact, and Maxwell House boldly addressed this as a way to capture the attention of their audience. Applause.”
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LCBO Deflates the Elephant
Strategy | May 01, 2010
The "Deflate the Elephant" campaign was well received and garnered extensive media coverage (far exceeding the earned media target), and independent post-tracking research showed strong breakthrough and awareness for the TV campaign and point-of-sale materials.
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Kraft Peanut Butter Spreads Bear Hugs to Feed the Hungry
Strategy | May 01, 2010
Kraft met their national goal with 50,193 hugs/jars donated and achieved 99% branded media coverage with tier-one outlets such as Breakfast Television, Global and CityNews. Overall, the program realized over 15 million impressions and 116 stories by means of TV, PR, web, radio and print.
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Changing the World: A Company Mandate
Advertising Age | April 15, 2010
Recent research conducted by Context Marketing illustrates how virtue does indeed sell products, mainly by creating a deeper level of customer engagement.
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Supporting a Cause in a Challenging Market
Advertising Age | April 12, 2010
Research indicates that a corporate cause-related marketing program can help build awareness and increase sales while demonstrating a company's social responsibility to its customers - a key differentiator in our challenging economic environment.
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British Heart Foundation Becomes Cool With the Kids
Thinkbox | March 2010
"This campaign has been a phenomenal success, far outweighing our expectations. This is largely due to the part TV played in capturing kids attention and getting them excited about the launch of Yoobot."
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Why Binge Drinking PSAs May Leave Some Reaching for Another Drink
Advertising Age | March 03, 2010
Northwestern study says ads' reliance on guilt, shame lead to defensive and damaging behaviour.
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Barnardo's Builds Awareness of Society's Challenges
Thinkbox | February 2010
Awareness of Barnardo’s rose by 33%, while recognition of the charity’s positioning of Believe in Children doubled. Public perceptions of Barnardo’s were also changed with consumers more likely to agree that the charity tackled society’s most important issues.
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The Most Influential Cause Marketing Campaigns
Advertising Age | February 10, 2010
Thousands of programs designed to do well by doing good have been launched by businesses and nonprofits over the last 30 years. Many have been short-term and pedestrian, while others have been inspiring and impactful.
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RSPCA Australia - Creating New Found Respect for a Household Name
WARC | December 2009
In the first 3 weeks of the campaign, the RSPCA received in excess of $550,000 (well beyond what they had ever anticipated). One long term RSPCA member called up to say that he was so touched, he wished to donate $50,000. The message was striking home. Even long standing supporters were seeing the organisation in a new light.
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NSW Roads & Traffic Authority - Australian Grand Effie Winner
WARC | November 2009
'Pinkie' was the most salient and persuasive youth speeding campaign ever; it made one of the biggest global media impacts in Australian communications history; it made passengers ambassadors and decreased the incidence of speeding. And it helped save young lives.
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Legacy Ups Awareness In Stop-Smoking Effort
MediaPost Marketing Daily | November 10, 2009
The organization says that since the "EX" program launched in March last year, over a million people have visited the site and more than 14,000 smokers have joined the online community, comprising some 300 support groups. The group also says that although 70% of U.S. smokers want to quit smoking, only about 5% do long-term.
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Breast Cancer Ads Use Lechery for Good
Los Angeles Times | September 22, 2009
October is Breast Cancer Awareness Month, and a new crop of public service announcements leverage male lechery to an astonishing degree. The latest and greatest is a spot called "Save the Boobs," from the Rethink Breast Cancer charity.
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World Vision Hits Sponsorship Targets With TV
Thinkbox | September 2009
In an environment where brand tracking showed a decrease in awareness for all competitors, World Vision maintained awareness against its core female audience and actually grew it among 35-44-year-olds.
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When PSA Campaigns Work
Advertising Age | August 20, 2009
It feels good when your campaign hits the mark and delivers for the client. But what could be more satisfying than delivering for society?
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Canada's Drunk-Driving Ads Strike Effective Balance: Study
Marketing | July 21, 2009
The study, published by the University of Regina, found ads in Canada offer alternatives to drinking and driving, while those from Australia and New Zealand focus on consequences.
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Saving Lives at Red Rocks
Advertising Age | July 20, 2009
Red Rocks Amphitheatre is working with the Love Hope Strength Foundation, an international charity that fights cancer through the power of music, and DKMS, the world's largest bone-marrow-donor centre. The effort is supported by PSAs from artists such as Flight of the Conchords and the Disco Biscuits.
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When PSAs Work - Autism Speaks
Advertising Age | June 17, 2009
Suzanne and Bob Wright, founders of Autism Speaks, discuss how PSAs and the generosity of others have helped them raise awareness and get closer to a cure.
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War Child: John St.'s Killer Vid
Strategy | June 2009
Canadians consider themselves more-active-than-thou when it comes to charity donations and volunteering, but statistics show otherwise. In its work to aid the approximately 300,000 child soldiers fighting in 19 armed conflicts around the world, War Child Canada wanted to change that with a simple position: if you're not taking action, you're making things worse.
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Cause Marketing Increases Sales
AdWeek | October 1, 2008
The 2008 Cone Cause Evolution Study found that almost 80 percent of respondents said they would switch brands (provided price and quality were equal) to the one that is associated with a good cause. Eighty-five percent of respondents said they have a more positive image of a company when it supports a cause they care about, and the same percentage said it was acceptable for companies to promote their affiliation with non-profit organizations in their ads.
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Read the 2008 Cone Cause Evolution Study...
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