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This week, The Works ad for May has been revealed – Tesco’s ‘Pop to Your Local’ campaign created by BBH!
The ad campaign that encouraged customers to support their local pubs won over the public with its distinctiveness and feel-good factor, driving affinity and positive buzz. The campaign ran across national newspapers and digital outdoor billboards, as well as on social media.
The Works is a study that tests a selection of high-profile current ads with the public every month, to determine which are working best. Each month will focus on a different media channel in rotation – May looked at print ads specifically. The Works is a partnership between our Trust Working Group, Marketing Week (who reveal the winners) and Kantar, (who conduct the study).
Read more about The Works and delve into the findings from May’s study and the winning campaign here.
DCMS launched its Online Media Literacy Strategy this week, which sets out the government’s plan to coordinate media literacy education and empower users to make safe choices online. The Strategy focuses on four aims: to set out a strategic direction for the future of media literacy in the UK, ensure a coordinated approach to media literacy activity, address key gaps within the media literacy landscape, and reduce barriers for organisations undertaking media literacy activity.
An annual action plan will be published for the next three years to allow the strategy to adapt to emerging trends and challenges. The Government has also published a page with the online media literacy resources where Media Smart, the advertising industry’s award-winning education programme, is featured.
On Wednesday the Health and Care Bill was debated at Second Reading in the House of Commons. This will be the vehicle to enact the advertising restrictions for HFSS ads before 9 pm on TV and paid-for HFSS advertising online. There was only a small number of references to HFSS advertising in a much broader debate, which centered mainly on the restructuring of the NHS in England. Several MPs restrictions spoke in favour of the restrictions but we hope there will be opportunities for wider engagement and amendments to the Bill as it goes into Committee Stage in the autumn. We anticipate the process of this large and controversial Bill through parliament to be protracted.
We were absolutely delighted to find out this week that our Ad Net Zero initiative has been shortlisted for Net Zero Strategy of the Year in the Business Green Leaders Awards!
The Business Green Leaders Awards are the UK’s largest and most prestigious green business awards and there were around 300 entries this year.
Read more about the awards here. Learn more about Ad Net Zero on our dedicated hub here.
In exciting news we have a number of job opportunities across the Advertising Association and AdGreen. Click on the links below to find the full job descriptions and details on how to apply.
Communications Intern – Advertising Association
Deadline: 5pm Monday 19 July 2021
Senior Communications Manager – Advertising Association
Deadline: 5pm Monday 27 July 2021
Deadline: EOP Wednesday 28th July 2021
In our weekly series we are pulling together, in one place, a selection of must-reads from across our industry media.
Click here to check it out!
You’ve made it this far – why not treat yourself and watch our ad of the week?
Want the full edition to land in your inbox every Friday? Drop us an email on aa@adassoc.org.uk and quote ‘Ad Matters’.
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