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Close-Up: Live issue - How Govt uses negative ads for positive gains.
Public service advertising is unique since a large part of its remit involves telling people what not to do, Alison Hoad writes.
The Government is the only advertiser in the UK that aims to get people to stop, as well as to start or continue, doing something.
Every other media pound in Britain is spent on motivating people to do something, whether drinking Stella Artois or taking out health insurance with Bupa.
A lot of government money is also spent on motivating people, be it to join the Army, to learn to read or to pay for a TV licence.
The exceptional ability of advertising to motivate people to do these exact things (and many more besides) is detailed in a wealth of IPA cases.
The points discussed here are special because they aim to de-motivate people from doing things - be that smoking, drink-driving or using illegal minicabs at the end of the night.
What's in it for me?
- Stella Artois Teams Up With Landmark Theatres to Bring Lost Film Genre to Life.
- Press release article from: PR Newswire April 18, 2005 700+ words
...created by Lowe Worldwide for Stella Artois and continues to showcase...supreme quality and worth of Stella Artois by dramatizing the sacrifice people will make in order to get their hands on a Stella Artois. "We are thrilled that...
- Stella Artois to Sponsor Sundance Film Festival; On the Heels of Its Success at...
- Press release article from: PR Newswire June 17, 2003 700+ words
...Conn., June 17 /PRNewswire/ -- Stella Artois, the best selling Belgian beer in...the Sundance Film Festival in 2004. Stella Artois will be a sustaining sponsor of the...beverage of the festival. "Film is Stella Artois' global sponsorship platform, and...
- Stella Artois Brings Belgian Flavor to Sundance.
- Press release article from: PR Newswire January 17, 2006 700+ words
...place once the sun sets. The Stella Artois Patio will be open to Sundance...During the ten day Festival, Stella Artois will be the beer of choice...Festival is the perfect venue for people to discover Stella Artois," says Victor Melendez...
- Newly-Named Venue, A-Lister Parties, Culinary Event Highlight Stella Artois...
- Press release article from: PR Newswire January 2, 2008 700+ words
...sponsor of the Sundance Film Festival, Stella Artois is putting its best chalice forward...event for members of the media. The Stella Artois Cutting Room, formerly known as the Stella Artois Patio, will offer festival-goers...
- Stella Artois' Sundance Patio Hosts Festival Goers, International Film Makers...
- Press release article from: PR Newswire January 9, 2007 700+ words
...Conn., Jan. 9 /PRNewswire/ -- Stella Artois returns to the Sundance Film Festival...festival-goers to its Sundance Patio, Stella Artois also plays host to the International...weekend. Throughout the Festival, the Stella Artois Patio will provide festival pass holders...
- Stella Artois(TM) Casting for Official Stella Artois Film Critic at Sundance...
- Press release article from: PR Newswire October 4, 2004 700+ words
...Ebert & Roeper, move over. Stella Artois(TM) -- the best selling Belgian...Sundance Film Festival as the "Official Stella Artois Film Critic." The 'two-thumbs...which must also creatively weave Stella Artois into the copy. The competition is...
- CASE STUDY - STELLA ARTOIS: Catch a falling star.(Case study)
- Newspaper article from: Brand Strategy October 6, 2008 700+ words
...that highlights Stella Artois' natural ingredients...because it never lets people forget where the...is necessary for Stella Artois to reinforce the...experience that people haven't seen...previous years, Stella Artois has sponsored the...
- Stella Artois brings the Internet to 1366 with launch of revolutionary site;...
- Press release article from: M2 Presswire September 18, 2007 700+ words
M2 PRESSWIRE-18 September 2007-Stella Artois: Stella Artois brings the Internet to 1366 with launch of revolutionary...COMMUNICATIONS LTD RDATE:18092007 LEUVEN, Belgium - Stella Artois, the Gold Standard European lager which traces its...
