Public service advertising can successfully initiate positive behaviour, save lives and improve the health of the nation.
This is according to a new book published by the Central Office of Information (COI) in association with the IPA. How Public Service Advertising Works
considers the effectiveness of 25 years worth of public sector advertising and marketing campaigns in the UK, and is the first book of its kind.
The publication, edited by Judie Lannon, formerly Planning Director for JWT Europe, contains a collection of papers from high profile players in the advertising industry, academics and the media.
Findings from IPA Effectiveness Award winning papers - the worldwide ‘gold standard’ - have been used to inform the book and commentary is illustrated by public sector campaign case studies from the past quarter of a century.
The book is divided into six parts and provides an in-depth examination of the aim of public service campaigns, how target audiences are identified and engaged, alongside an analysis of the creative process used and the psychology behind it.
A key finding of the book is that there is no single ‘public service methodology’, but rather that a variety of models are required to meet the breadth of policy and social issues that call for marketing support.
Ultimately How Public Service Advertising Works
puts forward evidence that proves public sector advertising has been a truly efficient form of investment.
Findings in the book point to tangible returns on advertising spend, tens of thousands of lives saved, and substantial savings to the public purse.
COI Deputy Chief Executive Peter Buchannan said: “This text provides 25 years of learning that will inform the next 25 years. It is a unique source of reference for public sector marketers, their agencies, academics and students.”
IPA Director General Hamish Pringle added: "The COI already has a world-renowned reputation for its professionalism in managing UK government advertising. This book demonstrates the positive contribution that public sector advertising makes to our society, and provides essential learning for marketing, procurement, and agency practitioners." How Public Service Advertising Works
, published by the World Advertising Research Center (WARC), is available for £32 plus £6.50 p&p (UK and Europe), or £12.50 p&p (rest of the world). This can be purchased online from WARC at http://www.warc.com/coi
Credit card orders can be placed on 020 7261 8648, or cheques made payable to ‘Central Office of Information’ can be sent with a delivery address to Judy Shinn, COI Hercules House, Hercules Road, London, SE1 7DU.
More information can be obtained by emailing firstname.lastname@example.org
Contributors to the book include:
Jeremy Bullmore, WPP Advisory Board
Matthew Parris, writer and broadcaster
Richard Storey, Chief Strategy Officer M&C Saatchi
Andy Nairn, Planning Director MCBD
Charlie Snow, Head of Planning DLKW
John Poorta, Vice Chairman Leo Burnett London
Rebecca Morgan, Chief Strategy Officer Lowe
Rebecca Munds, Partner Clemmow Hornby Inge
Will Colin, Founding Partner Naked
Neil Goodlad, Managing Partner Clemmow Hornby Inge
Alison Hoad, Vice-Chairman RKCR/Y&R
Alex Hourston, VCCP
Peter Buchanan, Deputy Chief Executive COI
Last updated 19/01/2010