Late last year we launched our very own advertising campaign with the aim of raising awareness of Ad Standards within the community. The campaign rolled out nationally across TV, radio, digital, cinema and out-of-home. It featured people reacting differently to ads and showed what it can look like to find something ‘off-key’.
The campaign was made possible through a valuable partnership with the Omnicom Media Group, whose expertise and creativity brought the campaign to life.
Thanks to our friends in Australian media and the incredible generosity of industry bodies like the Outdoor Media Association, Commercial Radio Australia, Free TV, Interactive Advertising Bureau, we were fortunate to secure over $3.5 million worth of donated media.
We were thrilled with the results of this campaign, with research showing that:
- community awareness of Ad Standards increased
- those aware of Ad Standards are significantly more likely to find advertising trustworthy
- 1 in 6 Australians recalled the creative with out of home and digital most like to be recalled
- 8 in 10 people found the key messages about Ad Standards were communicated strongly or very strongly
- 1 in 2 people claimed to have taken some form of action afterwards, like visiting the Ad Standards website.
The success of this campaign demonstrates how vital it is that we continue to increase awareness Ad Standards to build and maintain trust in Australia’s advertising industry.