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,