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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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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
Marylebone Station Clear Air Zones
BRAND / ORGANISATION

BNP Paribas, Airlabs, Chiltern Railways

AGENCY

JCDecaux UK

The campaign was designed to raise awareness of BNP Paribas’ commitment to supporting solutions to boost long-term sustainability of cities; raise awareness of the issues of air pollution; and use Out-of-Home (OOH) media to make a tangible difference to people’s lives.

The filters reduce the concentration of PM2.5 by up to 85%; PM10 by 86%; and gases like NO2 and Ozone by up to 70% in their surrounding areas.

In a 12-month period, the air filters produced 41.4 million cubic metres of clean air, enough to fill Wembley Stadium 36 times.

The campaign, and BNP Paribas’ commitment to boosting the sustainability of cities, achieved media coverage in the press and on news channels including Sky News, and through news outlets as far afield as India and Russia, raising awareness of the issue of air pollution to millions worldwide.

A survey conducted by JCDecaux’s MyConnection platform showed:

  • 41% of people felt it was ‘a great free initiative’ for the public
  • A third agreed BNP Paribas ‘lead by example’ with the campaign
  • 90% of respondents wanted to see the campaign replicated in other Central London stations

To learn more:

2018 campaign launch: https://www.jcdecaux.co.uk/news/bnp-paribas-creates-clean-air-zones-marylebone-station

2019 campaign launch: https://www.jcdecaux.co.uk/news/bnp-paribas-marylebone-station-clean-air-zones-improve-air-quality-further-year

Campaign video: https://www.jcdecaux.co.uk/pictures-and-videos/bnp-paribas-clean-air-partnership-marylebone-station