Previous successful campaigns research. (Mintel references incl.)

I have been looking into some previous successful charity campaigns so we can get a general idea for what approach to campaigns have worked well in the past. I have specifically been looking at how different companies use different tones of voice within their fight:
Follow the link to see previous innovators in campaign idea's...

http://worldofdifference.vodafone.co.uk/news/archives/5614
For example, the Movember campaign:

 Movember “If you happened to see a number of men walking around with magnificent handlebar moustaches last November, this is why. Commandeering “the month formerly known as November”, as the perfect time of year to raise awareness of prostate and testicular cancer, Movember makes its point in the most hirsute fashion possible.”

Maybe linking a fashion idea that can be associated with the idea (like growing a moustache) could be introduced during a certain week/month of the year to raise awareness of the brand at key times...when the vans go round for collection? Also numerous charities have been known to collaborate with brands so that a proportion of the brands profit during a certain time can be given to said charity. We could look into brands we might think suitable.

HR GATEWAY QUOTES:

“As time becomes more of a precious commodity and society more individualistic, the greater the need for businesses and charities to engage in dialogue to solve the caring issue, claims a new report.” “Many firms have found that working with charities to aid vulnerable community’s increases staff involvement, lowers turnover, raises motivation and gives employees a greater understanding of the business itself.”
“‘It is also key to building customer loyalty as it shows that the firm is reaching out into the community and in many cases the community is the customer,’...”
“A recent survey by the Salvation Army suggested that 80% of people felt that companies had a responsibility to help support the society in which they operate, and the charity said today that the issue was about how we were evolving as a society.”
This article was first published in January 2004 on HR Gateway. Reproduced with the permission of HR Gateway, February 2004. http://www.article13.com/A13_OurPress.asp?strAction=GetPublication&PNID=846

MINTEL REPORT QUOTES:

“In recent years, green and ethical issues have moved up the political agenda while consumers have become more aware of and interested in these issues. Financial companies have responded, largely by adopting sustainable and socially responsible business practices and taking steps to become carbon-neutral.” Green and Ethical Finance - UK - April 2009 http://academic.mintel.com/display/439330/?highlight=true

CONSUMER RESEARCH PROOF:

We are targeting the generation Y target group: “Optimistic, often called the slash/slash generation.” This optimism should allow for our campaign’s to be positive and highlight the benefits of giving to a charity rather than playing on the problems we are trying to solve. They have also been “Brought up with technology”, and so linking any ideas we have that involve twitter, facebook etc. will definitely appeal. The target group are
also self-motivated and so it should be easier to provoke people to get involved ONCE we have captured their interest.