Advertising Standards Association: Department of Advertising Standards and Regulations

The advertising industry, of which the Advertising Standards Association is the self-regulatory body, did not have a high level of understanding of what the ASA did or why it was needed.

Advertising Standards Association: Department of Advertising Standards and Regulations

Category: Limited Budget: Less than $300,000Agency: Barnes, Catmur & FriendsClient: Advertising Standards Association

Summary

Barnes, Catmur & Friends set out to show the advertising industry the scary alternative to its client, the Advertising Standards Association.

It sent letters to key figures, directing them to the website of the fictitious Department of Advertising Standards and Regulations.

These communications drew 2,830 visitors to the site. They spent an average of nearly two minutes on the site. Good use of PR resulted in coverage of the campaign in all...

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