Case studies summary

By researching other brands and charities campaigns we can see what has previously been successful, or has had a negative impact on the company. Below are the key points we found from the case studies we researched.

Volkswagen, The Fun Theory, showed us that by making an ordinary and mundane task fun you can change people’s behaviour for the better.

The simplicity of a sponsored run or activity is a great was to get people involved and to raise money and awareness for a charity. This has worked successfully for a number of charities including Cancer research’s Race for Life and Oxfam’s Trailwalk.

Rewarding people for recycling encourages them to donate their clothes rather than to bin them. This is proven by the success of Marks and Spencer’s Shwopping campaign and sites such as Cash for Clothes.

The F Word: Famine is the Real Obscenity and Make Poverty History - Click campaign both use celebrity endorsement and the shock factor to make an impact on people. Both got massive publicity and raised awareness for the cause.

Social media is a cheap and effective way to get brand exposure. Brands and charities need to be careful when using social media platforms such as twitter because you can’t control what people will write and hashtag about the brand and it could have a negative effect that is out of your control and could damage the company’s reputation.

By making donating easy and convenient more people are likely to respond. For example the Christian Aid campaign of text £1 and buy a net to save a child was so successful because people could simply send a text and know that this has paid for a mosquito net which could potentially save a child from deadly malaria.

All you need is an innovative idea. Anar (Aid to Children and Adolescents at Risk Foundation) launched a revolutionary way to fight child abuse using a photographic process called lenticular, allowing children to see one image and adults another, they have successfully created an image that is aimed towards two specific different target audiences. Similarly, Women’s Aid used innovative 3D stereoscopic technology to powerfully highlight the issue of domestic abuse. Broadcast as a cinematic experience where viewers are able to edit the commercial in real time by opening and closing one eye at a time. This campaign was particularly successful and it generated a PR value of £209,000 during its first burst. It has won Gold at the 2013 Creative Circle Awards for ‘Best use of new technology in digital craft’ and Best in Book in the Creative Review Annual 2013.

Please see the appendix for full details of case studies.

 

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AMY LAURA BURT