Australian Red Cross

This newspaper ad from the Australian Red Cross has performed exceptionally well and has exceeded all Role Map norms to significant levels.

Key findingsAustralian Red Cross

  • This is a highly successful piece of communication which does an excellent job of communicating a serious issue well.
  • The ad has achieved significant scores for all Six Strategic Roles of newspaper advertising, with respondent brand linkage virtually 100%
  • The ad generates an intention for behavioural change with the use of a compelling story that respondents appreciate
  • This ad has enjoyed some of the best results of ads we’ve tested in recent times, and as a result is placed within Top Five rankings for key metrics collected since 2008 (at the time of testing).

Download full results in the document below.