Advocacy Advertising

• Advertising used to promote a position on a political, controversial or other social issue.

• Expresses a viewpoint on a given issue on behalf an institution.

• Is often provided by government agencies and non profit organizations

Advocacy advertising almost always is related to a specific public policy or upcoming legislation. The ad will express an opinion on the issue or position the sponsoring industry or company as a leader in its field or area of expertise, such as health care, the environment, or education.


•Public Health Promotion:
Anti smoking , AIDS prevention

•Public Safety Promotion:
Seat belt usage and fire prevention

•Education-related issues:
Literacy programs

What Makes an Advocacy Advertisement Effective?

A quality advocacy advertisement is well-expressed, phrased in human terms, and articulates the debate on your terms, rather than the opposition’s point of view. Providing research to substantiate your claims make the advertisement more powerful.

Repetition of the key message is important. Although separate advertisements within a campaign may be targeted to different audiences, each of these advertisements should communicate the same central message of the campaign.

Companies use that kind of communication to develop their public image and promote their values (Benetton, De Beers, Kellogg's, Philip Morris…)

Philip Morris : 1996 :
launch of an advertising campaign to publicize its position that kids should not smoke
Broad effort to repair the company’s battered public image
Message provided through athletes and celebrities

Benetton : From 80’S to the end of 2000 :
pointed out society issue but without giving any opinion (AIDS, war, sex, culture…)

DeBeers :
Creates the Diamond Trading Company and implements the « supplier of choice » strategy Publishes the « Best practice principles » which encourages proper working conditions, as well of the respect of the environment