The Art of Cause Marketing explains how to develop an effective public service campaign. Unlike commercial advertising, which simply seeks to change purchasing patterns, cause marketing endeavors to change strongly ingrained behaviors or firmly held beliefs. The book includes important insights into the typical targets of cause ads, the creative process, the effectiveness of different media for cause efforts, and how to research, test, and measure the success of a cause ad campaign.
The SABRE Awards is the world's largest PR awards program, running across six continents. 2016 details now available.