Not for profit TV ads

We’ve put together a selection of some of the best not-for-profit TV ads of the last couple of years – for the COI, national and local government departments and charities of all sorts- to show how agencies have risen to the challenge of successfully delivering attitudinal and behavioural change through advertising. The films here are either IPA effectiveness Awards winners, BTA Awards winners or have featured in the monthly Thinkboxes. All impressively use TV’s ability to emotionally connect and to deliver compelling narratives and remind us of the connection between great creativity and effectiveness. From health and education to benefits, rights and welfare: it’s powerful stuff.
  • How Public Service Advertising Works
    is a book from COI and the Institute of Practitioners in Advertising (IPA). It considers the effectiveness of 25 years' of public sector advertising campaigns in the UK and is a best practice guide to help you devise communications which change social attitudes and behaviour.
  • Cutting the cost of crime
    By dramatising how thieves saw their victims as stupidly careless, the campaign reduced the cost of crime to the taxpayer by £189 million and generated payback of £14 per every £1 spent. This bite-size documentary tells the story of this winning campaign from the 2008 IPA Effectiveness Awards.
  • Creativity: TV’s new effectiveness
    This event debated the fundamental topics of TV creativity and effectiveness in the light of new media developments and the recession. A fantastic line-up of speakers included Graham Fink of M&C Saatchi, Jon Goldstone, Marketing Director of Premier Foods, Danny Brooke-Taylor, Creative Director of MCBD, Kate Stanners, Creative Partner of Saatchi & Saatchi and Flo Heiss, Creative Partner of Dare. Here you can navigate through to the presentations, and watch a film or two, with Hovis, T-mobile, Whopper and Johnny X all in the frame.