This ad placed to celebrate World Environment Day contains a lot of information but the overwhelming message is ‘environmentally friendly’ in respects to both the contents and the packaging. And the placement reflects some good target audience analysis.
People who are engaged by the content of newspapers are more likely to be across the issues that may influence the decision to buy an environmentally friendly brand, rather than a price conscious one.
The ad seeks to generate affinity, reappraisal and deliver information to the public agenda.
Learn more about the strategic role of Public Agenda advertising here.