Purposeful ads that are executed well are more effective than ads that do not show a company is committed to wider social benefits, according to the research, which was commissioned by the Institute of Practitioners in Advertising. Successful purposeful ads also scored more highly both when looking at how far they improve market share and the extent to which they build brands in the long term, the study found. Meanwhile, less successful purposeful ads, which account for almost half of purposeful ads in the study, have the opposite result. They scored far lower than campaigns with no wider social message.

The San Francisco Dept of Public Health is considering how to proceed with their HIV/AIDS social marketing efforts. Critics have called for a two-year moratorium on such ads.

the “What Kind of Man Are You?” campaign

A guide for creating more effective public interest print advertising featuring new data from an unprecedented 10-year study by RoperASW