THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

1778 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

973
Recruitment / public institution / 2017DEEPER STUDY · 5 MIN READ

This Is Belonging

British Army

Explain an institution through the relationships people encounter inside it, while keeping material commitments visible.

Recruitment communication sought to broaden perceptions beyond equipment and action. Replace broad statements about support with a concrete interaction that demonstrates how people help one another. Then check whether that behaviour is routine, exceptional or aspirational. A recruitment film should not present a rare best-case moment as a universal employee experience. Representative research and a clear portrayal standard help keep a compelling scene connected to the organisation people will actually enter.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Organisational culture
974
Public safety / charity / 2013DEEPER STUDY · 6 MIN READ

Respect the Water → Float to Live

RNLI

Move from a general warning toward a clear, evidence-informed action people can remember, without oversimplifying safety guidance.

Water-safety communication needed to influence behaviour rather than only raise awareness of danger. Before writing a warning, ask what people currently believe, what they would do and why. The barrier may be a mistaken instinct, uncertainty or an unavailable resource rather than ignorance of danger. Use expert-reviewed research to identify a narrow communication objective. This avoids producing a dramatic campaign that raises concern while leaving the practical decision unchanged or, worse, encouraging an inappropriate response.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Behaviour change
975
Public-service communication / 2017DEEPER STUDY · 5 MIN READ

Small Talk Saves Lives

Samaritans / Network Rail / British Transport Police

Reduce uncertainty about a helpful first interaction while making professional support and personal safety clear.

People willing to help could still hesitate because they were unsure how to begin. When people do not act, ask what they are uncertain about and what support they would need. Their hesitation may reflect concern, lack of confidence or a sensible awareness of their limits. A good brief distinguishes those barriers from apathy. That leads to more useful communication and avoids shaming an audience that is already willing to help but does not know an appropriate next step.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Barrier reduction
976
Charity fundraising / 2015DEEPER STUDY · 6 MIN READ

Brave the Shave

Macmillan Cancer Support

Give voluntary fundraising a visible, shareable moment while preserving dignity, choice and clarity about the cause.

The charity needed an accessible participation format that supporters could organise and explain to their own networks. A fundraiser should be able to explain the action, the beneficiary and the donation route in a few clear sentences. Provide practical information, transparent terms and a reliable page rather than requiring participants to invent the whole process. Simplicity helps supporters organise responsibly and gives donors enough context to decide. It should not conceal costs, eligibility requirements or what the charity actually does with contributions.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Voluntary participation
977
Fashion / inclusive design / 2020DEEPER STUDY · 6 MIN READ

UNI-FORM

Vogue Taiwan

A clothing prototype makes choice within an institutional uniform tangible, while adoption and personal consent remain separate questions.

Explore greater choice in school clothing. Begin with the restriction people encounter and ask what practical alternative would change their experience. For clothing, that may involve fit, movement, maintenance, cost or permission to select among styles. Do not assume a visually striking collection solves all of these requirements. A prototype should be worn and handled under ordinary conditions before it becomes a symbol in publicity. Document which decisions participants can actually influence and which remain constrained. Inclusion becomes more credible when a person can decline a design, request another option and still receive the same basic service without penalty or unwanted attention.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Inclusive choice
978
Recruitment / programme design / Date not verifiedDEEPER STUDY · 6 MIN READ

47 Internship

En-courage

A geographic representation rule gives an online programme a memorable promise that its operations must explain and fulfil.

Address geographic barriers to participation in recruitment-related programmes. A name built around a number creates an expectation that the programme can explain and fulfil it. Define whether the number describes places, participants, sessions or an aspiration, and avoid moving between these meanings in publicity. Programme staff should be able to show how the rule affects planning before the creative team promotes it. If circumstances prevent fulfilment, communicate the shortfall instead of quietly counting a different unit. This principle applies to community workshops and public learning events as well as recruitment: a simple promise is useful only when its implementation is equally intelligible to participants and organisers.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Operational promises
979
Technology / future-product storytelling / 2018DEEPER STUDY · 6 MIN READ

Voice Forever

Samsung India

A relationship-led film makes a research ambition meaningful while requiring a clear boundary between imagined capability and available service.

Explain a possible human use of personalised voice technology. Write down what has been demonstrated, what remains under development and what the story merely imagines. Give each category language that an ordinary viewer can distinguish. A small disclaimer cannot reliably correct a film whose central action looks like a working consumer service. Consider making uncertainty part of the narrative or providing an equally prominent explanation of the current stage. Product and research teams should review the final edit, not just the initial script. The purpose of human-centred storytelling is to make a capability understandable, not to use emotion to bridge gaps that engineering or evidence has not yet resolved.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Capability boundaries
980
Retail / travel activation / 2013DEEPER STUDY · 6 MIN READ

MUJI to GO / MINI to GO

MUJI

Miniaturisation connects a travel-related object with an imaginative journey, linking physical participation and digital storytelling.

Connect travel products with a memorable travel experience. An unusual fabrication process needs a reason to sit beside the product. Ask how its transformation relates to the audience’s task: packing, carrying, remembering or sharing a journey. If the connection requires a long explanation, the novelty may be doing all the work. Sketch the experience without the technology and see whether the underlying idea still makes sense. A small physical change, such as folding or scaling a familiar object, may express the same thought more clearly than an elaborate installation. The best process is the simplest one that makes the intended relationship visible and useful.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Scale transformation
981
Publishing / material-led activation / 2014DEEPER STUDY · 6 MIN READ

Mosquito Repellent Newspaper

Mawbima

Adding a physical function to a publishing medium makes the medium part of the message and raises the burden of evidence.

Give a newspaper an additional practical role in a public-information context. Map how people hold, carry, store and discard the object before proposing an extra function. A paper insert, box or ticket has material properties that may support a useful transformation. Relevance comes from an ordinary situation rather than novelty alone. For example, a fold, measurement guide or detachable reminder can serve a practical task without changing the material’s safety profile. The design team should explain why this particular medium is suited to the added role and why a separate tool would not serve the audience better. An ingenious modification is not automatically a useful one.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Medium as service
982
Education technology / access design / 2023DEEPER STUDY · 6 MIN READ

The Everything Book

Vedantu

A familiar learning object explains an access proposition, but infrastructure, content and support must each be evaluated separately.

Explain a proposed way to improve access to online learning. A learner needs more than a signal: usable equipment, suitable content, time, language support and a way to obtain help can all affect participation. Draw these dependencies before choosing a creative container. Identify which one the intervention changes and which remain outside its scope. This prevents a campaign from presenting a partial technical improvement as a complete educational solution. For a small team, a narrower problem may be more tractable, such as making existing materials available when a connection drops. Define success at that level and make the remaining constraints visible to partners and prospective users.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Access dependencies
983
Environmental advocacy / installation / 2017DEEPER STUDY · 6 MIN READ

Dead Whale

Greenpeace Philippines

A recognisable form reveals an unexpected construction material, turning a second look into a question about environmental responsibility.

Draw attention to plastic waste through a constructed representation. A large image may attract a glance, but a closer view should reveal something meaningful rather than merely more detail. Decide what the audience understands at each distance and how the transition changes the idea. The material can be part of that explanation, provided its provenance is accurate and clearly stated. Test both views independently: a distant image may circulate online without the accompanying explanation, while an on-site visitor may see only a small section. Include enough context for neither encounter to create a false impression about an actual event or the evidence behind the environmental issue.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Visual reveal
984
Personal care / educational platform / 2020DEEPER STUDY · 6 MIN READ

H for Handwashing

Lifebuoy

A familiar alphabet association provides a repeatable educational cue whose recall must remain distinct from behaviour or health outcomes.

Introduce a memorable association for hygiene education. Identify what people already recognise about the format: repetition, sequence, a sound relationship or an expected example. Then decide which single element changes and why that change helps the message. A mnemonic that is elegant in one language may not transfer to another, so translation should be treated as a fresh instructional problem rather than a word replacement. Ask local educators whether the association is natural and whether it interferes with other learning goals. Familiarity can reduce explanation, but only if the intended audience actually shares the convention the creative team is relying on.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Learning structures
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