Public back ad spend budget for Government campaigns

Two-thirds of people in the UK believe advertising is vital to the success of government campaigns on issues of public concern, such as climate change and drink driving.

The majority of people believe public money should be spent on advertising campaigns, despite living in an “age of austerity” and spending cuts elsewhere, according to research commissioned by the Advertising Association independent think-tank Credos.

The coalition government froze marketing spend on coming into power but has gradually re-introduced campaigns alongside closer working partnerships with brand and media owners.

Anti-drink driving, the subject of one of the longest-running government campaigns, is the issue that people are most likely to say should be supported with public money, with 77% of respondents saying this should be the case.

Those surveyed feel benefit fraud and awareness of terrorism are more important issues for the government to spend advertising budget on than health issues such as diet and smoking.

Debt management is the only issue that the majority of people think should not be publicly funded, with over half of respondents saying budget could be better spent elsewhere.

Sian Jarvis, director general of communications at the Department of Health, who is overseeing a recently released £14m marketing budget for a new Change4Life plan, says mass engagement with the anti-obesity initiative following major advertising pushes “proves we have an important role to play”.

She adds that working with commercial partners, retailers, communities and the media are “key” to the initiative’s success in influencing behaviours.

Those feeling most closely aligned with the Conservative Party are less likely to believe public money should be spent on advertising campaigns on public issues, behind those feeling closest to Labour and the Lib Dems.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

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 are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

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

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

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