Australia’s independent advertising complaints adjudicator, Ad Standards, has launched its *kinder conditions education campaign.
The provocative ads aim to raise the public’s awareness of the wide range of social issues the existing advertising Codes cover. The campaign also encourages the advertising industry to strive to exceed the existing standards and deliver more socially progressive marketing communications.
Created by LOUD Communications, the creative campaign spans radio, TV, newspapers and billboards, and highlights areas covered by the existing Codes including motor vehicle advertising, advertising to children, food advertising, sexism and racism.
For example, in the campaign one ad reads ‘If you’re a woman, don’t bother reading this ad’ while another states ‘This ad is for white people only’.
Ad Standards CEO Fiona Jolly said she hopes the campaign highlights the ability of advertisers and agencies to have more socially progressive messaging in their communications.
“There’s a perception throughout the industry that the Codes in place hinder creativity – well that’s absolutely false,” said Jolly.
“The Codes set the minimum standards. Advertisers should not feel inhibited in going beyond the standards and aiming for more socially progressive advertising, which in turn can help companies achieve better business outcomes.”
“Globally there are calls for advertisers to move away from outdated stereotypes. The World Federation of Advertisers is calling on brands to ‘unstereotype’ advertising and the *kinder conditions campaign is encouraging recognition of campaigns that are doing just that across a range of social issues.”
Jolly emphasised that the campaign isn’t finger-pointing at any industry or business in particular: “Although the Codes we’ve highlighted are some of the least complained about, we have to remind people that advertising standards are in place and they are there to achieve the greater good for everyone, advertisers and the community alike.
“In fact, it’s been proven that Australia’s advertising self-regulation complaints system is responsive, cost-effective and efficient – it protects the integrity of brands through a wide range of advertising initiatives that align with community values. It’s a win-win.”
LOUD Communications CEO Lorraine Jokovic said of the thought-provoking campaign: “There’s no denying the copy is confronting and packs a punch to get its message across. For the TVC, we employed a 1950s’ aesthetic reminiscent of a time where stereotyping was the norm.
“Together, these devices highlight how the industry can progress and move away from outdated clichés which, unfortunately, can offend and discriminate against many groups.”
To showcase its support for positive social change in advertising, this year Ad Standards sponsored a new Effie Awards category called ‘positive change’ which recognises and celebrates brands that are promoting the greater good through marketing communication.
In the same spirit, Ad Standards is also encouraging advertisers and agencies to nominate an ad that they believe celebrates creativity and goes beyond the already high standards in Australia to create *kinder conditions. To nominate, visit the Ad Standards website at http://adstandards.com.au.
Lorraine Jokovic – CEO
Wellison D’Assuncao – Creative Director
Sarah Mould – Copywriter
Emma Frizzell – Art Director
Lauren Harris – Account Director
Jessica Liu – Account Manager
Gerry Cyron – Head of Planning
Ben Adams – Producer
Production company – New Film Media
Uncanny Valley – Sound Design
20 Below – Radio Production
Aimee-Lee Curran – Director
PR – FleishmanHillard
Jenna Orme – General Manager
Maggie Stergiopoulos – Business Director
Vanessa Liebmann – Business Manager
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]