The IPA Effectiveness Awards have long celebrated public service campaigns that provide evidence of effective use of public funds, demonstrating that advertising is a valuable investment that benefits both policymakers and the public. Despite current budget pressures, this report advises against cutting communications spend, emphasizing that well-executed campaigns achieve policy goals and build public confidence in government initiatives.
Advertising is a proven way to help government policies be more effective and efficient and to reach challenging audiences and policy goals.
Investment in effective advertising has reduced costs and risks for the public purse, helped recruit key workers, and enabled the state to play a unique role in people’s lives. It has shown how insight and creativity can be used in government communications to address even the most complex and sensitive of issues.
Some of the evidence of how advertising has paid back for both governments and citizens by:
Find more resources on the IPA content hub "Why it pays to advertise".