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The Advertising Association promotes the role and rights of responsible advertising and its value to people, society, businesses and the economy. We represent UK advertisers, agencies, media owners and tech companies on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

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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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Environmental
SEVEN WORLDS ONE PLANET
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BBC

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Havas Media

The Challenge: Ofcom stated that the BBC will face a ‘threat to its future sustainability’ if it cannot ‘engage young people sufficiently’. The under-35 audience has been mobilised by the growing impact of global warming. 70% of under 35s say that they are worried about the environment and impact of global warming. With Seven Worlds, One Planet, our aim was to leave this audience with a positive perception of the BBC as a brand who understands who they are and what’s important to them.

The Execution: We built a Living Globe sculpture – a 3.5m tall representation of the Earth. Each continent was the basis for a different method of supporting biodiversity, filled with habitats to attract local wildlife. During the school holidays, we placed the globe in key cities with high concentrations of 16-34’s. We also offered boxes of seed balls to visitors as each box has the potential to start a wildflower garden, perfect for bees and butterflies.

The Results: The sculpture delivered 17.5k visitor interactions, with an average engagement of 6 minutes. We offered 59,000 seed balls across the sites, with the story of the Living Globe now flourishing in gardens everywhere. Seven Worlds, One Planet was a great success, with 8.7M people watching episode one and 17.1M iPlayer views across the series, an increase on 12.6M for 2018’s Dynasties. Over 4M iPlayer views came from 16-34s, and the show resulted in iPlayer’s best ever month. The Living Globe has now been given a final home at the Eden Project, where it is a habitat for local birds, plants, insects and animals.