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Credos is the advertising industry’s independent think tank. It produces research, evidence and reports into the impact and effectiveness of and public and political response to advertising on behalf of UK advertisers in order to enable the industry to make informed decisions.

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Front Foot is our industry’s member network of over 90 businesses across UK advertising. It aims to promote the role of responsible advertising and its value to people, society and the economy through a coalition of senior leaders from advertisers, agencies and media owners.

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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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Diversity & Inclusion
Rainbow Laces: Right Behind Gay Footballers
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Paddy Power, Stonewall, TeamPride

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Lucky Generals

Back in 2013, in association with the leading LGBT rights charity Stonewall, bookmaker Paddy Power and Lucky Generals wanted to confront the homophobia that exists in professional sports in the UK. The aim was to increase awareness and get “Right behind gay footballers” by giving rainbow coloured boot laces to every professional football player in the UK. The campaign was relaunched by Stonewall in 2016 and has continued to run since.

Impact

In 2018 Rainbow Laces won Campaign of the Year at the 2018 Sport Industry Awards, and in December 2019 was recognised as one of PR Week’s 10 best campaigns of the decade. The campaign has also driven exceptional results among sports fans – research conducted in December 2019 found that 62% of sports fans who saw the campaign feel they have a responsibility to defend LGBT fans of the teams they follow, an uplift of 14% compared with those who haven’t seen the campaign. Additionally, 46% of sports fans would be more likely to challenge anti-LGBT language at a live sport fixture, and 45% would be more likely to challenge it on social media.