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The Advertising Association focuses on major industry and policy areas that have huge ramifications on UK advertising. This section contains our work around public health, gambling advertising, data and e-privacy, trust, the digital economy and more.

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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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We run a number of events throughout the year, from our annual LEAD summit to the Media Business Course and regular breakfast briefings for our members. We are also the official UK representative for the world’s biggest festival of creativity – Cannes Lions.

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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
This Girl Can
BRAND / ORGANISATION

Sport England, DCMS

AGENCY

FCB Inferno

Developed by Sport England in 2015, the This Girl Can initiative aims to get more women and girls moving regardless of shape, size and ability. The initial 2015 campaign was designed to directly counter evidence that showed that female participation in sports had fallen in previous years (1.73 million fewer women were playing a sport versus men according to Jennie Price, CEO, Sport England). The 90-second video, which celebrates women being active, no matter their appearance or ability, was shown on TV, cinema, OOH, and social media.

You can watch the latest This Girl Can ad here.

Impact

After the first year (2015-2016), 2.8 million women (41%) aged 14-40 years old said that they had been inspired to do more exercise since seeing the campaign. Additionally, 1.6 million women (24%) aged 14-40 years old said that they had started to exercise since viewing the campaign. 660,000 tweets featured #ThisGirlCan and the video was viewed 37 million times on Facebook and YouTube. The hashtag #ThisGirlCan remains very popular on social media.