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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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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.