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Categories: Marketing

The Future of Sustainability is Design…

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The future of sustainability is design, not communication. When it comes to building brands and driving change, effective communication is a prerequisite. Unsurprisingly then, communications are often the first port of call when it comes to the unique challenges and opportunities that sustainability represents for today’s brands.

However, emerging cultural, economic and technological trends related to sustainability are forcing brands to think differently about the role of communications in their wider brand ecosystem. As is so often the case, when the game is changing this quickly, a more effective solution requires a redefinition of the problem.

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Cannes Lion for Social Farter

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Hailed by CNN as what might be “the best public service announcement ever…”, and recognised with a Cannes Bronze Integrated Lion at the 60th annual Cannes Lions International Festival of Creativity, the Social Farter project used behaviour change insight and planning to the engage hardest-to-reach of all smoker segments: social smokers.

In collaboration with Ontario Ministry of Health (MoH) and BBDO Toronto, we used audience co-creation to develop insight along with behaviour change strategy and planning to answer the question: how do you get someone to quit smoking, when they don’t think they smoke!?

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Friends don’t give friends Chlamydia!

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Building on the success of the Collaborative Change fancyaquickie.org.uk and get-on-top.co.uk young person’s sexual health projects in the UK, sister company Collaborative Change have been working with Ontario Public Health and Rain 43 to develop a new approach to increasing Chlamydia screening rates across Toronto.

Placing co-design principles at the heart of  intervention design, Collaborative Change worked with partner agencies and audience members to deliver insight work used to shape a new information campaign devoted to increasing the diagnosis and treatment of one of Canada’s most under-diagnosed sexually transmitted infections.

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For further information, contact Steven Johnson at steven@considered.org.uk