Communications for a sustainable future
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Mines Advisory Group
In late 2011, Creative Concern teamed up with the international humanitarian charity Mines Advisory Group (MAG) to develop a marketing and communications strategy.
This saw us undertake extensive research, including a full brand review, competitor and comparator analysis, audience profiling, online surveying and focus groups. We also ran staff and senior management workshop sessions, to give the whole MAG team a chance to add their input.
The subsequent strategy provides clear intelligence on the current MAG brand, the most powerful messages and proposition for MAG’s future fundraising and a three-year action plan, with detailed outcomes and monitoring mechanisms. We also developed the ‘Clear Landmines Now’ brand, used initially on MAG’s first awareness raising week in March.