Long Live The Local: How the many changed the mind of an audience of one

‘Long Live the Local’, a UK pro-pub movement, ran a successful social and OOH campaign that persuaded politicians to reduce the tax burden on local pubs.

Campaign details

Brand: Long Live The LocalAdvertiser: British Beer and Pub AssociationEntrant: Havas London / Havas MediaCategory: Single MarketPrincipal author: Ravi Matharu, Havas LondonContributing authors: David Cunningham, Brisitsh Beer and Pub Association; Tom Price-Stephens, Brisitsh Beer and Pub Association

Cast your eye back to 2017. The beer and pub sector was in a slow-moving crisis, with three pubs closing their doors for good, every day. High taxation on beer and pubs was part of the problem, and yet the Chancellor announced another 3.9% increase in Beer Duty and detailed...

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