This is what the Advertising Industry is doing to ensure children can confidently navigate the media they consume - Influencer Marketing

Today I had the opportunity to listen to the Media Smart Influencer Marketing Roundtable hosted by the Advertising Association and Media Smart.  Media Smart is an education non-profit ensuring every child in the UK, aged 7-16 years old can confidently navigate the media they consume.

The panel discussed the importance of re-building public trust in advertising as 74% of parents think more education is needed (Tara Hopkins, Head of Public Policy, EMEA).  Social influencer complaints are growing (ASA CEO Guy Parker).  The ASA have provided guidelines for influencers to ensure influencers disclose and guide users that an advert is an ad.  A simple and effective way of doing this is through #ad.  Don't hide the #ad amongst other hashtags and ensure all adverts are clearly labelled.  If viewers have to play detective then the influencer is not working hard enough (ASA CEO Guy Parker).

When asked who is responsible for correctly labelled adverts, Dan Clays (CEO of Omnicom Media) explained 'everyone has a responsibility.'  Media Smart provides excellent media marketing materials for children, teachers and parents.  The resources include Film based material, PSHE resources and teacher learning packs for children.  Hannah Witton, a YouTube influencer has volunteered time to create videos and explain influencer marketing to children.  There is a range of material to be used in assemblies and the classroom.  'How can we get material out there?' was a question Dan posed to all attendees.

Tara Hopkins (Head of Public Policy, EMEA, Instagram) explained the whole area of influencer marketing is new.  There needs to be greater consistency and transparency.  Influencers must create a post, tag and easily brand content.  Partners such as TikTok and Instagram are working with Media Smart to change messaging, policies and wording.  The joint forces are bringing innovative ways to bring the policies to light.  For example, rolling out filtered stories series which authentically will help children understand real life scenarios and the difference between paid for Instagram content.

TikTok has the aim to produce joyful content and create a safe environment.  Sponsored content is visible and the company have strict practices in relation to alcohol, gambling and a 12 + audience (Stuart Flint, VP, Sales, TikTok).  Tracey Brabin (Shadow Secretary of Cultural Industries, MP) addressed the round table and explained there are both positives and negatives to influencer marketing.  The positives include the channel is a new opportunity for young people, products and to get ideas out into the world.  Influencer marketing has been used for health messaging and it is important to protect people, innovation and creativity.  Tracey Brabin asked what impact has the BLM (Black Lives Matter) movement had on the community.  TikTok saw communities come together and support the movement as well as produce education pieces and content which was put up.

The Chair concluded by asking the panel - 'If there is one thing that could be done better, what would that be?'  Answers included - 

1. #ad is important on posts, influencers need to be simple and upfront

2.   Clarity of messaging, influencers need to be clear on regulations

3.  The ASA has resources and platforms, TikTok and Instagram are leaning in

4. Accreditation, pace of change, consistency and research are important

5. Girl guides are helping young people with low self esteem and the shame that some young people may feel.

Media Smart is an important charity addressing parental concerns and providing support and material to children, parents and schools through their partners.  The charity is growing from strength to strength.

Below is a link to all the useful resources provided by Media Smart

https://mediasmart.uk.com/influencer-marketing-education-resource/

Source Credit: Shadow Minister for Cultural Industries, Tracy Brabin MP; ASA CEO Guy Parker; Media Smart Chair and CEO of Omnicom Media Group UK, Dan Clays; Stuart Flint, VP, Sales, TikTok; and Tara Hopkins, Head of Public Policy, EMEA, Instagram; and Charlotte Williams, social influencer and founder of the SevenSix agency.   

 

Trident Campaign - Gun Crime can 'rip' Families Apart

A THOUGHT-PROVOKING NEW ADVERTISING CAMPAIGN that shows how gun-crime can 'rip' families apart has been launched by Commander Cressida Dick, the new head of the Met's Operation Trident.

The Trident advertising campaign, which encourages people with information about the perpetrators of gun crime to come forward, will target five London boroughs: Brent, Hackney, Haringey, Lambeth and Southwark where gun crime is particularly prevalent.

Commander Dick said: "Gun crime is a very serious problem for all Londoners. Trident officers have investigated over 100 different shootings so far this year - this means that more than 100 families and numerous other individuals have been affected."

"Every time there is a shooting at least one family is affected. This means that many peoples' lives, especially those of the victim's family, are changed forever. Over time these negative effects can be catastrophic, both individually for the people involved, but also collectively for the long-term strength of communities."

Lee Jasper, Chair of the Trident Independent Advisory Group, welcomed the campaign and said: "Gun violence has a devastating effect on communities and families in particular. This advertising campaign, produced in partnership with the Independent Advisory Group representing London's black communities, emphasises the impact of gun violence for normal everyday people. It gives a message that people can do something positive by providing information to Operation Trident and that communities who support each other in this way can, and will, change things for the better."

Reverend Ivelaw Bowman from the Independent Advisory Group said: "Trident is currently the best hope we have of solving gun violence and community support is vital in continuing the success which has already been achieved."

Commander Dick added: "By perpetuating violence, the gunmen are prejudicing the futures of children from these communities. A vicious cycle is created, with children growing up in an environment where gun violence is all too common. The families of gunmen are also changed irreparably and that is why I am particularly appealing for mothers, girlfriends or any other community members with information which could help, to contact Operation Trident or, if they want to remain anonymous, call Crimestoppers on 0800 555 111."

The new campaign features a radio presence, street posters, posters in hairdressers, and partnerships with a range of music titles.

Media Execution

The Metropolitan Police Service used communications to tackle black community gun crime in London. Working together, MCBD and MediaCom developed a three-year strategy for engaging streetwise black males, aged 14-24, in selected London boroughs. Using the rallying cry "Stop the guns", communications dramatised the devastating effects of gun crime, encouraged people to come forward with information and challenged the glamorous imagery surrounding guns. Creative media was central to the strategy, incorporating everything from petrol pumps to a music video. As a result of all this activity, calls with intelligence on gun crime were boosted by 86% and hundreds of thousands of young people were engaged with the campaign. Overall, there has been a sea-change in community attitudes, helping reduce gun crime in London by 15% since the campaign began








http://www.stoptheguns.org/

2007 IPA Effectiveness Award Winners