Public service advertising does work, says COI

Public service advertising can save lives and does have a positive effect on society, according to a new book published by the COI and the Institute of Practitioners in Advertising.

The book, called How Public Sector Advertising Works, claims to be the first of its kind reviewing 25 years worth of public sector advertising and marketing campaigns in the UK. It draws on winning papers from the IPA Effectiveness Awards.

It has been edited by Judie Lannon, a former planning director at JWT Europe, and contains a collection of papers from high-profile personalities in the advertising and media industries, as well as academics.

The authors claim that findings in the book point to tangible returns on advertising spend, tens of thousands of lives saved, and substantial savings to the public purse.

Hamish Pringle, IPA director general, says: “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 is published by the World Advertising Research Centre,

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here