Non-profit, public sector & education

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YMCA of Greater Houston: How to turn a membership into a mindset

Case Study • Jay Chiat Awards, Silver, Regional Strategy, 2021

The YMCA of Greater Houston, a health and fitness brand, retained members in the USA by transforming membership into a mindset and empowering people to help the community.

United Way: A closer look at poverty

Case Study • Jay Chiat Awards, Bronze, Brand Pivot Strategy, 2021

United Way of Greater Portland, a non-profit that works to improve people's lives by mobilising the caring power of the community, increased donations in Maine, US, with an online museum.

Trans Lifeline: We see us

Case Study • Jay Chiat Awards, Gold, Connection Strategy, 2021

Trans Lifeline, a support hotline for transgender people, raised awareness and funds for the hotline with its campaign #WeSeeUs in the US.

UN Women Australia: When will she be right?

Case Study • Jay Chiat Awards, Gold, Nonprofit Strategy, 2021

UN Women Australia, a nonprofit organisation for gender equality, increased awareness and showed Australians how far they still had to go to achieve gender equality with a social campaign that asked when will she be right.

Kagiso Trust Innovator

Case Study • SABRE Awards, IN2, EMEA, 2021

Kasigo Trust, a development agency, launched several campaigns in South Africa to overcome poverty and inequality and to create lasting economic empowerment amongst the poor.

CALM: The Lock-In

Case Study • SABRE Awards, IN2, EMEA, 2021

Campaign Against Living Miserably (CALM), a charity, launched a campaign on Instagram to raise spirits during lockdown and reach out to those who struggled with their mental health.

Greenpeace: #OwnYourForest – Will Russia Legalize Private Tree Farming?

Case Study • SABRE Awards, IN2, EMEA, 2021

As part of an initiative, Greenpeace, a non-governmental organisation, launched the #OwnYourForest campaign to change the legal status of forests growing on unused farmland and to raise awareness.

Fauna & Flora International: Our One Home

Case Study • SABRE Awards, IN2, EMEA, 2021

Fauna & Flora International, a conservation charity and non-governmental organisation, launched an international campaign to change the way conservation is funded and call on governments and businesses to commit $500 billion to nature conservation worldwide.

Research Paper • Wilson Ndasi, Elvira Bolat, and Gelareh Roushan, Journal of Advertising Research, Vol. 61, No. 3, 2021, pp. 289-302

Advertisers and marketing professionals target nonprofit web and social media visitors with digital cause-related marketing display advertisements.

Refuge: How making a number famous helped to save women's lives

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Refuge, a domestic abuse charity, made the national domestic abuse helpline famous on International Women's Day in the UK.

RNIB: Redesigning the world for people with sight loss

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

The Royal National Institute of Blind People (RNIB), a charity aiding people with sight loss, set out to improve the lives of blind and partially sighted (BPS) people.

Mermaids: Re-educating Google

Case Study • Marketing Society, The Marketing Society Awards, Winner, 2021

Mermaids, a charity supporting transgender youth, assisted parents to support their transgender children in the UK by intercepting Google's algorithm to provide them with supportive resources rather than misleading results.

Macmillan: We stand for betterness

Case Study • Marketing Society, The Marketing Society Awards, Highly Commended, 2021

Macmillan Cancer Support, a charity supporting people affected by cancer, increased donations with its new platform, Whatever it Takes, which conveyed an accurate depiction of cancer care.

100 Roses from Concrete: The good alarm