The best of non-profit advertising and marketing for social causes



Abuse refers to the use or treatment of something (a person, item, substance, concept, or vocabulary) that is seen as harmful. The term can be used for anything ranging from the misuse of a piece of equipment to the severe maltreatment of a person. [Wikipedia]

Activism, in a general sense, can be described as intentional action to bring about social or political change. This action is in support of, or opposition to, one side of an often controversial argument. [Wikipedia]

Advertising is the business of drawing public attention to products and services.

Animal rights
Animal rights, also known as animal liberation, is the idea that the most basic interests of animals, such as the interest in avoiding suffering, should be afforded the same consideration as the similar interests of human beings. Animal rights advocates argue that animals should not be regarded as property, or treated as resources for human purposes, but should instead be regarded as legal persons and members of the moral community. [Wikipedia]

Artwork is the illustrative material of an advertisement, submitted for client approval.

Augmented reality (AR)
A field of computer research which deals with the combination of real-world and computer-generated data (virtual reality), where computer graphics objects are blended into real footage in real time. At present, most AR research is concerned with the use of live video imagery which is digitally processed and “augmented” by the addition of computer-generated graphics. Advanced research includes the use of motion-tracking data, fiducial markers recognition using machine vision, and the construction of controlled environments containing any number of sensors and actuators. [Wikipedia]


Below the line
The terms “below the line” promotion or communications, refers to forms of non-media communication, even non-media advertising. Below the line promotions are becoming increasingly important within the communications mix of many companies. Below-the-line sales promotion is an immediate or delayed incentive to purchase, expressed in cash or in kind, and having only a short term or temporary duration. [Wikipedia]

Body Copy
Body copy is the text of an advertisement, excluding the headline, logo, or subscript material, that makes up the bulk of the content and attempts to close the sale.

A brand is a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.


Campaign (advertising campaign)
An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). Advertising campaigns appear in different media across a specific time frame. [Wikipedia]

Colour Proof
A colour proof is a full-color representation of a print ad’s final design that is used to evaluate its appearance.

Creative Strategy
A creative strategy is an outline of the message to be communicated by an advertising campaign, the audience, and the tone.


Direct Mail
Direct mail refers to any brochure, advertisement, or other printed marketing material delivered directly to the consumer through the mail or a private delivery company.

Direct Marketing
Direct marketing refers to promotional messages sent directly to a consumer, as in direct mail or telemarketing, rather than using a general medium such as print, TV, or radio

Direct response marketing
Direct response marketing is a form of marketing designed to solicit a direct response which is specific and quantifiable. The delivery of the response is direct between the viewer and the advertiser, that is, the customer responds to the marketer directly. This is in contrast to direct marketing in which the marketer contacts the potential customer directly. [Wikipedia]

Direct Response Television (DRTV)
Direct Response Television, or DRTV for short, includes any TV advertising that asks consumers to respond directly to the company — usually either by calling an 800 number or by visiting a web site. This is a form of direct response marketing. When it first appeared, DRTV was used to market goods and services directly from the manufacturer or wholesaler to the consumer, bypassing retail. Over time, it has also become used as a more general advertising medium and is now used by a wide range of companies — often to support retail distribution. [Wikipedia]


An entrepreneur is a person who undertakes and operates a new enterprise or venture and assumes some accountability for the inherent risks. [Wikipedia]

Environmentalism is a concern for the preservation, restoration, or improvement of the natural environment, such as the conservation of natural resources, prevention of pollution, and certain land use actions. It often supports the struggles of indigenous peoples against the spread of globalization to their way of life, which is seen as less harmful to the environment. [Wikipedia]


A font is a complete set of type in a particular typeface and size.

Fundraising is the process of soliciting and gathering money or other gifts in-kind, by requesting donations from individuals, businesses, charitable foundations, or governmental agencies. [Wikipedia]


A grassroots political movement is one driven by the constituents of a community. The term implies that the creation of the movement and the group supporting it is natural and spontaneous, highlighting the differences between this and a movement that is orchestrated by traditional power structures. [Wikipedia]

Guerrilla marketing
Guerrilla marketing is an unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget. Typically, guerrilla marketing tactics are unexpected and unconventional; consumers are targeted in unexpected places, which can make the idea that’s being marketed memorable, generate buzz, and even spread virally. The term was coined and defined by Jay Conrad Levinson in his 1984 book Guerrilla Marketing. The term has since entered the popular vocabulary and marketing textbooks. Guerilla Marketing involves unusual approaches such as intercept encounters in public places, street giveaways of products, pr stunts, any unconventional marketing intended to get maximum results from minimal resources. More innovative approaches to Guerilla marketing now utilize cutting edge mobile digital technologies to really engage the consumer and create a memorable brand experience. [Wikipedia]


House Agency
A house agency is an advertising agency owned and operated by an advertiser to manage its own account.

Human rights
Human rights refers to “the basic rights and freedoms to which all humans are entitled, often held to include the right to life and liberty, freedom of thought and expression, and equality before the law.” The United Nations Universal Declaration of Human Rights [Wikipedia] states, “All human beings are born free and equal in dignity and rights. They are endowed with reason and conscience and should act towards one another in a spirit of brotherhood.” [Wikipedia]


A layout is an outline indicating the positions of elements in a print ad.

Leading is the spacing between lines of text.

A logotype is a stylized brand name or symbol used as a trademark.


Marketing is a social process which satisfies consumers’ wants. The term includes advertising, distribution and selling of a product or service. It is also concerned with anticipating the customers’ future needs and wants, often through market research. A market-focused, or customer-focused, organization first determines what its potential customers desire, and then builds the product or service. Marketing theory and practice is justified in the belief that customers use a product or service because they have a need, or because it provides a perceived benefit. [Wikipedia]

A medium is a vehicle used to convey information, news, entertainment, and advertising messages to an audience. Popular media include television, magazines, radio, and billboards. The pleural of medium is “media”.

A microsite is a separate page of a web site that has a separate URL and is used to provide information about and promote something that is related to the main page. A microsite is sometimes called a mini-site.


Newsprint is a soft, course wood pulp paper used in printing newspapers.

NGO (non-governmental organization)
A non-governmental organization (NGO) is a private institution that is independent of the government. [Wikipedia]

Non-profit organization
A non-profit organization (abbreviated “NPO”, or “non-profit” or “not-for-profit”) is an organization whose primary objective is to support an issue or matter of private interest or public concern for non-commercial purposes, without concern for monetary profit. NPOs are active in a wide range of areas, including the environment, the arts, social issues, charities, early childhood education, health care, politics, religion, research, sports or other endeavors. [Wikipedia]


Out-of-Home Advertising
Out-of-home advertising is exposure to advertising and mass media away from one’s home. Included are outdoor, point-of-purchase, and radio.

Outdoor Advertising
Outdoor advertising is any form of advertising visible in the outdoors, such as billboards, transit cards, and even sky writing by airplanes.


Point-of-Purchase (POP) Displays
Point-of-purchase displays are advertising display material located at the retail store, usually placed in an area where payment is made, such as a check-out counter.

Poverty is commonly understood as the condition of having little money and few material possessions. In international and community development literature, poverty has the additional meaning of deprivation of basic needs. [Wikipedia]

Public Relations (PR)
Public relations is the business of generating goodwill toward an individual, cause, company, or product.

Publicity is the dissemination of promotional material to draw interest or generate sales.


Resolution refers to the number of pixels contained on a display monitor, like a television.

Retail Advertising
Retail advertising is advertising used by a retailer to reach customers within its geographic trading area.

Rich Media
Rich media is a term used for advanced technology in Internet banner ads, such as streaming video, applets that allow user interaction, and special effects.

Road safety
Road-traffic safety aims to reduce the harm (deaths, injuries, and property damage) resulting from crashes of road vehicles traveling on public roads. Harm from road-traffic crashes is greater than that from all other transportation modes (air, sea, space, off-terrain, etc.) combined. Road-traffic crashes are one of the world’s largest public health and injury prevention problems. The problem is all the more acute because the victims are overwhelmingly young and healthy prior to their crashes. According to the World Health Organization more than a million people are killed on the world’s roads each year [Wikipedia]


Sales Promotion
Sales promotion is s series of activities and materials used to create sales of goods and services.

Sans-Serif Type
Sans-serif type is a typestyle of lettering with no serifs, or cross strokes at the end of main strokes.

Serif Type
Serif type is any type style that has cross strokes on the ends of the letters, such as Times, Baskerville, or Courier.

Social advertising
The advertising designed to educate or motivate target audiences to undertake socially desirable actions.

Social marketing
Social marketing is the systematic application of marketing alongside other concepts and techniques to achieve specific behavioural goals for a social good. [Wikipedia]

Social Web
The Social Web is currently used to describe how people socialize or interact with each other throughout the World Wide Web. Such people are brought together through a variety of shared interests. There are different ways in which people want to socialize on the Web today. [Wikipedia]

Social solidarity refers to the integration, and degree and type of integration, shown by a society or group. It refers to the ties in a society – social relations – that bind people to one another. [Wikipedia]

Spam is unwanted, unsolicited junk e-mail to a large number of recipients.

Spread refers to a pair of facing pages in a periodical, or an advertisement which is printed across two such pages.

A storyboard, in advertising terms, is a blueprint for a TV commercial that is drawn to portray copy, dialogue, and action, with caption notes regarding filming, audio components, and script.


Target Audience
A target audience is a section of the population that is identified as likely to be most interested in buying or being associated with a product.

Target Market
Target markets are a set of buyers sharing common needs or characteristics that the company decides to serve.

Teaser Campaign
A teaser campaign is an advertising campaign aimed at arousing interest and curiosity for a product.

Telemarketing is the use of the telephone as a medium to sell, promote, or solicit goods and services.

A thumbnail is a small version of an image on a world wide web page, often containing a hyperlink to a full-size version of the image.

Trade Advertising
Trade advertising is advertising undertaken by the manufacturer and directed toward the wholesaler or retailer.

A trademark is a name or symbol secured by legal registration that identifies a manufacturer’s or trader’s product or service and distinguishes it from other products and services. Icons, company names, brand names, and packaging can all have trademark protection. Trademark owners have the right to prevent others from using the same, or a confusingly similar mark, but cannot prevent others from making or selling the same goods under a nonconfusing mark.

Transit Advertising
Transit advertising on signs that are located outdoors in public places, such as waiting areas for buses or on subways.

Typeface is the style and design of a particular alphabet.

Typography is the art of arrangement, style, appearance and printing of type and typefaces.


Unique Selling Proposition (USP)
A unique selling proposition is a unique feature of a product that a competitor cannot claim.


Viral Marketing
Viral marketing is a marketing strategy that encourages email recipients to pass along messages to others in order to generate added exposure.

A voiceover is the voice of an unseen narrator or of an onscreen character not seen speaking in a movie.


White Space
White space is the blank area on a page where text and illustrations aren’t printed, an important graphic element in page design.