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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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Human Rights
Feed Our Future
BRAND / ORGANISATION

UN World Food Programme

AGENCY

The Garage Soho

Media

SAWA (Global Cinema Advertising Association), Somesuch & Co, Facebook

The UN World Food Programme wanted to raise awareness of the impact that childhood starvation causes. Every year, three million children die of hunger and in 2016 over 815 million people faced hunger. The campaign therefore sought to highlight the global potential that is lost every time someone dies of starvation.

Feed our Future was released in parallel with the United Nations General Assembly and other major global forums from September to November 2018. Aired in cinemas in over 30 countries around the world (including Argentina, Greece, Japan, South Africa, the UAE, and the USA), the campaign asked viewers to download the ShareTheMeal app to help end childhood starvation. Facebook helped to bring the campaign to life by running an integrated social and digital campaign.

You can watch the latest Feed Our Future ad here. 

Impact

The 2018 campaign increased Share the Meal app downloads by 38% in the first week in cinema. The advertising campaign has helped increase awareness of the World Food Program by 40% among those who saw the ad, and over $500,000 has been raised through online giving. In total, over 1 million meals for starving children have been funded.