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'How Public Service Advertising Works' COI and IPA publish book on effectiveness

25 July 2008 - How Public Service Advertising Works is a new book published by the Central Office of Information (COI), in association with the Institute of Practitioners in Advertising (IPA), which examines the effectiveness of 25 years worth of public sector advertising and marketing campaigns in the UK and analyses how 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 Institute of Practitioners in Advertising (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, former 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 Buchanan 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).

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 marketing@coi.gsi.gov.uk

Ends

Peter Buchanan is available for media interviews.

For further information, please contact Rhona de la Mer at COI on 020 7261 8306.

Notes to editors
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
- Professor Geoffrey Beattie, Psychologist Manchester University

The Institute of Practitioners in Advertising (IPA) is the UK’s leading trade and professional body for advertising, media and marketing communications agencies. www.ipa.co.uk

Testimonials
'This highly readable collection of case studies from the public sector has relevance for all marketers. By their nature, these campaigns need to go well beyond generating intent to purchase, into the domain of attitudinal and behavioural change. A challenging objective, impressively met.'
Mike Hughes
Director General, ISBA

'As the leading US producer of public service advertisements, the Ad Council applauds this book for showing how advertising can bring lasting and positive social change.'
Peggy Conlon
President and CEO, The Advertising Council

'A fantastic analysis of best practice in achieving behavioural change through the positive power of advertising and communications.'
Baroness Peta Buscombe
Chief Executive, Advertising Association

'This book is an invaluable aid and shares 25 years of learning within public service advertising. I recommend it to anyone with an interest in this area.'
Andrew Harrison
Chief Executive Officer, RadioCentre

'The experience assembled in this book should make it essential reading for anyone involved in researching and developing public service campaigns.'
David Barr
Director General, Market Research Society

'Outstanding. Very well written by experienced practitioners, full of evidence, practical frameworks and advice, and illustrated with rock-solid, real-world case studies.'
Patrick Barwise
Emeritus Professor of Management and Marketing, London Business School

The European Association of Communications Agencies (EACA) is a Brussels-based organisation whose mission is to represent full-service advertising and media agencies and agency associations in Europe. EACA aims to promote honest, effective advertising, high professional standards, and awareness of the contribution of advertising in a free market economy and to encourage close co-operation between agencies, advertisers and media in European advertising bodies.