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The most awarded work for effectiveness

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for effectiveness for 2020, compiled using our rankings methodology, but not ranked.

The most awarded work for creativity

Rankings • Rankings Articles, April 2021

A summary of the most awarded campaigns for creativity for 2020, compiled using our rankings methodology, but not ranked.

New Zealand Police: The Deciding Question

Rankings • WARC Effective 100, 2021

New Zealand Police, the national police force of New Zealand, attempted to recruit more diverse people by launching a recruitment video answering common questions about becoming a police officer.

Mumbai Police: The Punishing Signal

Rankings • WARC Creative 100, 2021

Mumbai Police, the police force in Mumbai, changed the behaviour of drivers and motorists by punishing them for their impatience.

National Health Service England: We Are Nurses. We Are The NHS.

Case Study • DMA (UK), Gold, 2020

NHS England, a healthcare service, encouraged more people to consider a career in nursing by using real nurses and patients in its campaign.

Indian Police Forces: #IAmAlsoIndianPolice

Case Study • MMA Smarties, Gold, APAC, 2020

The Indian Police Force, a law enforcement service, increased trust in the Indian police with its digital campaign #IAmAlsoIndianPolice, which encouraged Indians to self-police during the COVID-19 lockdown.

How identifying pain points along the Australian Defence Force's recruitment process led to breakthrough innovations

Case Study • APG (AUS), Creative Strategy Awards, Bronze, 2020

The Australian Defence Force (ADF), a military organisation, addressed three pain points in its recruitment process, which led to innovative breakthroughs.

NHS England: We are Nurses. We are the NHS.

Case Study • Fran Griffin, Sabina Usher, Jane Dorsett, WARC Media Awards, Silver and Cross-Channel Measurement Award, Effective Channel Integration, 2020

The UK's NHS, the world's biggest free-to-residents healthcare system, used a multichannel campaign to inspire the next generation of nurses to apply to study.

NHS England: We are the NHS

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

The National Health Service (NHS), a healthcare service, launched its nursing recruitment campaign We Are the NHS to boost the number of NHS nurses in the UK.

Building a brand fit for the biggest decision of your life: Made in the Royal Navy

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

The Royal Navy, the United Kingdom's naval warfare force, increased recruitment and reaffirmed support amongst those already serving with a five-year recruitment campaign.

Nigerian Air Force NAF: NAF Women of War

Case Study • SABRE Awards, Gold, Africa, 2020

Nigerian Air Force, the air branch of the Nigerian Armed Forces, carried out a campaign tagged Women of War to prove that what a man can do a woman can do better.

US army enlists video games to win new recruits

News • 18 May 2020

US army recruiters, prevented from face-to-face contact with prospective soldiers because of the COVID-19 pandemic, have deployed a new specialist squad to take the recruitment process online – by fighting in Call Of Duty (COD) tournaments.

YouGov Ad of the Month – UAE: Dubai Police

Opinion • BrandIndex, May 2020

During April, Dubai Police saw the highest uplift in Ad Awareness of any brand in the UAE.

City of Fremont: Fremont Police Department turns to microsite to reach job candidates

Case Study • SABRE Awards, IN2, North America, Best SEO/Content Distribution Program (Paid + Organic), 2020

The Fremont Police Department overhauled its recruitment process with the launch of a mobile-friendly, SEO-driven microsite in the US.

Westminster City Council: Armistice Day

Case Study • DMA (UK), Gold, 2019

Westminster City Council, a London local authority, brought the stories of the British and Commonwealth soldiers who died in World War One to people in London at the centenary of Armistice day.

Metropolitan Police: Driving moped crime off the road, one nudge at a time

Case Study • APG (UK), Entrant, 2019

The Metropolitan Police, a British police force, decreased moped crime and snatch-theft in the UK by launching a set of communications that primed moped riders to the risk of theft and prompted action.

Capita for the British Army: Who dares wins – An unexpected approach to army recruitment

Case Study • APG (UK), Silver, 2019

The British Army, a land warfare force, connected with youth in Britain to drive up applications by reframing opinions of the "snowflake generation".

RAF: The ultimate weapon against advertising stereotypes

Case Study • APG (UK), Entrant, 2019

The Royal Airforce, the UK�s aerial warfare force, increased its budget by addressing gender stereotypes in advertising through a film launched in the UK that highlighted clich�s against real RAF women.

Police Now: Take:90 – A Lesson in Anger Management

Case Study • APG (UK), Entrant, 2019

Police Now, an initiative to get young people into policing, helped tackle violent crime in the UK by launching TAKE:90, an initiative that encouraged anger management by taking 90 seconds to calm down.

We are the NHS: Recruiting nurses for the next generation

Case Study • APG (UK), Entrant, 2019

NHS England, the publicly funded National Health Service, recruited the next generation of nurses, and encouraged ex-nurses to reconsider the NHS, by restoring national pride in the UK's most-loved public institution and its people.

New Zealand Police: The World's Most Entertaining Recruitment Video

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

New Zealand Police, the national police force of New Zealand, increased applications in New Zealand by releasing a recruitment video that featured a huge police chase with 70 real police officers.

Busan Metropolitan Police Agency: Stop Downloadkill

Case Study • Cannes Creative Lions, Entrant, Creative Effectiveness Lions, 2019

Busan Metropolitan Police Agency, a police department in South Korea, created fake voyeur videos that used scare tactics to decrease circulation of such videos across the country.

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.

US Army: White Hats Wanted

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.

The British Army: This is belonging

Case Study • DMA (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.

The long-term impact of COVID-19 on consumer behaviour

Article • William Hanmer-Lloyd and Stephanie Watson, WARC Exclusive, April 2020

COVID-19 has the potential to disrupt consumer purchase behaviour, and to drive the uptake of new brands across all categories over the long-term.
Which new behaviors will stick after the COVID-19 crisis ends?

Article • Stephen Whiteside, WARC Exclusive, April 2020

Kantar, the research firm, conducted in-depth analysis of how consumer habits are evolving due to COVID-19, and suggested some of these behaviors will remain in place.
The impact of coronavirus on millennials and Generation Z

Article • Euromonitor Strategy Briefings, May 2020

Looks at how the outbreak of COVID-19 and its global impact is expected to become another generation-defining crisis for millennials and Gen Z.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
2020 Social Strategy Report: Insights from the WARC Awards

Article • WARC Exclusive, July 2020

Analysing what makes social media strategies effective, with lessons for marketers drawn from the 'Effective Social Strategy' category of the 2019 WARC Awards.
The digital customer journey

Article • Euromonitor Strategy Briefings, December 2020

The COVID-19 pandemic accelerated the adoption of e-commerce, with many consumers experimenting and even becoming reliant on the digital channel while in isolation.