Non-profit, public sector & education

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Médecins Sans Frontières UK: The COVID-19 Appeal

Case Study • DMA (UK), Gold, 2020

Médecins Sans Frontières (MSF) UK, an international medical NGO, drove donations by targeting segments of the public based on their interests and hobbies.

World Animal Protection: Don't be fooled by a smile

Case Study • DMA (UK), Gold, 2020

World Animal Protection (WPA), an animal welfare organisation, set out to pressure travel industry giants to stop promoting dolphin entertainment with its campaign Don't Be Fooled by a Smile.

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.

Reform Alliance: When It's Over

Case Study • Dean Challis, Samantha Deevy, Paulina Liang, Molly Klein, WARC Media Awards, Entrant, Effective Use of Partnerships and Sponsorships, 2020

Prison reform non-profit Reform Alliance used icons such as Kim Kardashian and Madonna to front a social media campaign aimed at getting personal protective equipment into prisons in the US and secured a $10m donation from Twitter founder Jack Dorsey in the process.

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.

The Women’s Health Tech Hive: Unapologetic stories – using AI-accelerated qualitative analysis to scope out the true size of the Women’s Health Data Gap

Research Paper • MRS Awards Papers, Winner, MRS Award for Healthcare Research, 2020

Women's Health Tech Hive, a network working to improve healthcare for women, brought to light the gender data gap and highlighted the scale of the problem in the UK and the USA.

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.

Predicting Macmillan’s impact on cancer patients’ quality of life

Research Paper • MRS Awards Papers, Winner, MRS Award for Innovation in Data Analytics, 2020

Macmillan, a charity supporting those affected by cancer, developed a simulator to predict the charity's impact on cancer patients' quality of life, thereby shaping decision making.

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.

Independent Age: Lived experience of older age amongst marginalised sub-groups

Research Paper • MRS Awards Papers, Winner, MRS Award for Inclusive Research, 2020

Independent Age, an NGO offering advice and support for older age, challenged the stereotypes of ageing 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.

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.

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.

Sydney Children's Hospitals Foundation: Curing Homesickness

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

Sydney Children's Hospitals Foundation, a charity, encouraged donations and united Australians behind the cause of tackling homesickness in children's hospitals.

New Zealand Human Rights Commission: Give Nothing to Racism

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

New Zealand Human Rights Commission (HRC), a human rights institution, highlighted the racism in the country by launching an online platform asking people to stop dismissing casual racism.

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.

Change the Ref: #NotAJoke

Case Study • Jimmy George, Courtney Calvert, Annabelle Butler, WARC Media Awards, Shortlisted, Effective Channel Integration, 2020

Non-profit gun safety organisation Change The Ref used the comedian Louis CK and his words about shooting victims to create a stand-up 'comedy' act to bring gun control conversation into pop culture in the US.

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.

Rashtriya Garima Abhiyan: Dignity March

Case Study • SABRE Awards, Gold, South Asia, 2020

Dignity March, a national initiative to end sexual violence against women, raised awareness of the need to end sexual violence against women in India by creating a march that featured thousands of survivors and stakeholders supporting the cause.

Azad Foundation: Making Delhi Safer

Case Study • SABRE Awards, Gold, South Asia, 2020

Azad Foundation, a social services organisation, launched an all-female cab service in New Delhi to make women feel safer when travelling around the city.

Sasakawa-India Leprosy Foundation: Rising to Dignity – Repealing 108 Legal Barriers

Case Study • SABRE Awards, Gold, South Asia, 2020

Sasakawa-India Leprosy Foundation (S-ILF), a charity striving to increase social acceptance of people affected by leprosy, launched its campaign Rising to Dignity to remove stigma against people affected by the disease.

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.

Youth Suicide Prevention: Seize the Awkward

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

The American Foundation for Suicide Prevention (AFSP), a health organization, launched its Seize the Awkward campaign to create a safe space to discuss mental health.

truth: Tested on Humans

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

Truth, a campaign aiming to eliminate smoking and vaping among young people, drove negative sentiment towards JUUL, the leading vaping brand in the USA, with its campaign Tested on Humans.

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 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.
Applying behavioural science to the coronavirus outbreak: Four key implications for brands

Article • Ashok Sethi, WARC Exclusive, February 2020

The novel coronavirus outbreak is causing one of the most widespread behaviour shifts in recent times – Illuminera Institute’s Ashok Sethi highlights what marketers can draw from behavioural science theories and how it can be applied to marketing strategies as new behaviours unlock new triggers.
The impact of COVID-19 on media strategy

Article • MediaSense, WARC Exclusive, March 2020

An exploration of how the global coronavirus outbreak might impact ad spend across paid media channels.
Global Ad Trends: FMCG and COVID-19

Data • James McDonald, Rob Clapp, WARC Data, March 2020

This report summarises the latest research from WARC's Data platform, with a focus on FMCG & COVID-19. Key findings include
Bouncing back from COVID-19: Five data-driven strategies for SEA marketers

Article • Stephanie Caunter and Simon Samuel, WARC Exclusive, March 2020

Marketers can still bounce back despite the COVID-19 outbreak threatening an economic decline in Southeast Asia; digital marketing agency ADA shares five strategies for marketers to navigate through this period of economic uncertainty.