Have you read our latest Advertising Pays report?

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 and brands on behalf of the entire industry, acting as the connection between industry professionals and the politicians and policy-makers.

Resource
Ad Pays Series Advertising's Big Questions Adspend Figures Advertising Matters Annual Review Media Smart Cannes Lions
About Us
Our Network AA Members AA Board AA Council Front Foot Contact Us Our Team
Have you read our latest Advertising Pays report?

The Advertising Association focuses on major industry and policy areas that have huge ramifications on UK advertising. This section contains our work around Brexit, HFSS and gambling advertising, data and e-privacy, trust, the digital charter and our Industrial Strategy campaigns.

Our Work
See All Of Our Work
Have you read our latest Advertising Pays report?

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.

Credos
See More On Credos
Have you read our latest Advertising Pays report?

Front Foot is our industry’s member network of over 50 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.

Front Foot
WHAT IS FRONT FOOT MEMBERSHIP BENEFITS MEMBERS
Find out more and join today
See All
Have you read our latest Advertising Pays report?

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.

All events
See All
Have you read our latest Advertising Pays report?

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.

Featured View More
Filter Clear Filters
All Ads View More
Community Improvement
#LookingForYou
BRAND / ORGANISATION

Battersea Dogs & Cats Home

AGENCY

Ogilvy UK, Framestore

Media

Exterion Media

Battersea Dogs & Cats Home worked with Ogilvy One UK to use ad tech to create an emotionally engaging out-of-home campaign. 

Taking place in one of Europe’s biggest shopping centres, radio frequency identification (RFID) technology and interconnected digital billboards were combined with creative of a stray dog who would ‘follow’ shoppers around Westfield Stratford. 

Leaflets with wafer thin RFID tags embedded within them were handed out to shoppers. The RFID tags made them discoverable by sensors around the shopping centres. This then triggered Barley, an ex-Battersea dog, to appear on digital screens as the shopper passed them.

Impact

Not only was this campaign a world first, winning 3 Bronze at Cannes Lions Festival and 5 Golds at the Creative OOH awards, it also increased traffic to the Battersea Dogs & Cats Home website by 33% compared with before the campaign.