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People die. Thousands. Right in your front garden. But no one cares. But now “The Dead are coming”. A campaign by radical and uber-creative Center for Political Beauty. In their own words: “The German government’s worst nightmare is coming true: Over the next few days, refugees who drowned or starved to death at Europe’s external borders on their way to a new life, will be brought to Berlin. The aim is to tear down the walls...

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Imagine your client is a bar association who hosts an online platform, which offers guidance around legal question. Your brief is to raise their visibility, massively. Where most agencies would have walked away the creators of this campaign really delivered. Their campaign went viral – globally. Their story, supported by a You Tube video and an e-bay profile: a divorced man taking revenge on his ex-wife by cutting possessions in half...

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Since this old (2007) award-winning campaign is popping up again on social media (fascinating how the photos go viral eight years after the campaign stopped) here are my two cents: I really dislike the campaign. Here is my main gripe: It shows Africans as poor, countryside dwellers stuck in tradition. It’s using this old colonial stereotype. The acclaimed cordaid campaign stereotypes Africans as poor, backward Click To Tweet...

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1 Segmentation: a clear and detailed target group definition and exact target group messaging are key. Therefore you need to meticulously segment your supporters based on their interest in and contribution to past campaigns. Using this data divide your email mailing list (ideally automatically) into thematic clusters. The segmentation of the mailing list by interests (‘renewable energy, human rights, HIV’ etc.) and involvement...

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Most of us have learned to start the development of a communications strategy with a SWOT analysis. The idea is that by following this classical Harvard business school strategy playbook we can get a full picture based on undisputable facts. Based on this we plan for future scenarios just like we did with case studies at college. Once we have developed the strategy to its fullest it will be executed by the dot by junior staff. This...

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During the golden age of mass media when public relations turned (or rather eroded) into media relations we believed we could change public perceptions through the channels of mass media – and pretty much through them alone. Although even back then it already didn’t represent the latest research on mass media influence and consumer behavior anymore. This century and especially since the advent of social media we have rediscovered word...

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