Project offers public service campaign case studies

NEW YORK: The World Economic Forum has partnered with Ketchum and the Ad Council to launch an online platform providing organizations with case studies of public service campaigns.

NEW YORK: The World Economic Forum has partnered with Ketchum and the Ad Council to launch an online platform providing organizations with case studies of public service campaigns.

The project, called Creative for Good, includes more than 60 campaigns from around the world addressing social issues such as health, education, and the environment. The initiative aims to grow the number and effectiveness of social campaigns and offer guidance to smaller organizations lacking the resources to conduct their own. The case studies are free.

“It was clear there was this big appetite for public education and public engagement ideas and inspiration. It was also clear there was quite a bit of capacity in the creative community to do these things,” said David Gallagher, senior partner and CEO of Ketchum's European operations.

The World Economic Forum, Ketchum, and the Ad Council will unveil the project at a Friday panel at the Cannes Lions International Festival of Creativity in Cannes, France. The organizations want to encourage creative agencies and companies to contribute their expertise and work to the effort, Gallagher said.

“PR campaigns are very successful in addressing these types of issues. I'm trying to appeal to the PR community to make sure their work is represented as well,” he added.

Most of the campaigns include a PR element, Gallagher said. Examples of campaigns are Ex-Smokers are Unstoppable from Belgium; Bell Bajao, which aims to stop domestic violence in India; and the Autism Awareness initiative from the US. The case studies include information such as strategy, supporting research, creative approach, and results.

Winners from the Cannes Lions Grand Prix for Good category will also be included on the site.

Developed by the World Economic Forum's Global Agenda Council on the Future of Media, Creative for Good has been in the works for more than two years. A group of advisers selected the campaigns based on creativity and effectiveness, Gallagher said.

“This is just the beginning. What I hope, in the near future, is that it will go beyond curated content and we'll start to build a real community around it – both people contributing content and people using it,” Gallagher said. “I'm hoping we'll get feedback and continue to evolve what's on the site, adding more content as cases are available.”

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