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Welcome to our Advertising Pays 8 hub – a one-stop-shop for the best UK advertising campaigns that are making a positive contribution to society

Advertising Pays 8 is the latest report from UK advertising’s think tank, Credos and is focused on the hugely important social contribution made by UK advertising. Right now, we are seeing this in action in the way our industry is responding to the Covid-19 crisis and we are gathering case studies here so you can see this in more detail.

The new report includes major new research commissioned by Credos on both the public’s and the advertising industry’s perception of the social good made by industry. The report also includes a variety of different case studies that bring our industry’s social contribution to life in a practical way. These case studies are grouped under five overall themes spanning different elements of social contribution and environmental sustainability: Health & Wellbeing; Community Improvement; Diversity & Inclusion; Environmental Preservation; and Human Rights.

This  hub features many of the leading examples of advertising’s social contribution that were researched for the report. It gives more information about how the campaigns came about, the purpose behind the advert and the impact it had on our society.

We will be growing this hub on an ongoing basis, so if you’d like to put forward a campaign to be included, particularly around Covid-19, or simply would like to know more, please do not hesitate to get in touch with Ellie.

Download your copy of Advertising Pays 8: UK advertising’s social contribution here.

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Health & Wellbeing
Project 84
BRAND / ORGANISATION

The Campaign Against Living Miserably (CALM) in partnership with Harry's

AGENCY

adam&eveDDB, Mark Jenkins

Suicide is the single-biggest killer of men under 45 in the UK, with 84 men taking their lives every week. To highlight this figure, 84 sculptures of men were placed on top of the ITV’s London Studios tower in London. This was complemented by a TV and PR campaign.

The campaign had three core objectives:

  • Get the nation talking about the male suicide epidemic.
  • Force Governmental action.
  • Stop more men from killing themselves and promote calls to the CALM hotline.
Impact

Project 84 generated historic levels of coverage and helped get the UK talking about male suicide. Google searches for male suicide reached historically high levels and the media campaign had a reach of 2.1 billion. 36,000 people mentioned #Project84 on Twitter with an overall impression of 170 million and 3,918 people shared images of the campaign on their Instagram.

In terms of governmental action, the campaign led to the appointment of the first ever UK Government Minister of Suicide Prevention as a result of 390,000 people signing a petition calling for it. It is estimated that the campaign prevented around 239 suicides. Calls to the CALM helpline increased by 41% in the month following the campaign, and quarterly calls in the three months following increased by 62% year-on-year.