| Welcome to the The Conscious Advertising Network (CAN) newsletter for February 2025. Here's what we're covering in this month's newsletter:
If you've got news related to CAN and our manifestos, please do get in touch with us at hello@consciousadnetwork.org. #TogetherWeCAN | | | The Outvertising Advocacy Playbook | | | We are excited to share the launch of The Outvertising Advocacy Playbook this month, which CAN have been a proud partner on. This comprehensive guide is to help advertisers and agencies adjust their approach to future campaigns to support, represent and reach the LGBTQIA+ community.
The Playbook offers advertisers a guide on how to incorporate LGBTQIA+ thinking into your ads, from the pre-campaign stage right through to delivery. It also offers key takeaways for agencies to help them provide an authentic representation of the LGBTQIA+ community, whether they are at the centre of the campaign or not.
This is an incredibly detailed and useful resource that we encourage all advertisers and agencies to use. At a time where it feels like hate speech and misinformation is on the rise – it is vital that we help represent and support the LGBTQIA+ community in an honest and authentic way.
"All of us at CAN are delighted to finally be able to share The Advocacy Playbook - a game-changing resource to help advertisers and agencies transform how they approach LGBTQIA+ inclusion. Over the past year, we've worked closely with Outvertising to create this comprehensive guide, charged with actionable steps and key takeaways for both advertisers and agencies to help make UK marketing and advertising fully inclusive. With a spending power of $3.7 trillion globally, it's important advertisers reach and represent the community in the best way. We firmly believe that starting now and being open to change is essential to building lasting LGBTQIA+ equity in our industry." - Harriet Kingaby, Co-Founder, Conscious Advertising Network | | | New CAN Supporter Member: Zebedee | | | We are delighted to welcome Zebedee Talent Agency as new CAN Supporter Member this month.
Founded in 2017 by Laura Winson and Zoe Proctor, Zebedee Talent is a global leading talent agency representing models, influencers and actors with disabilities, visible differences and gender diversity. Zebedee secures 1000's of opportunities for their talent each year in the UK, Europe, USA and Australia.
On joining CAN, Laura has said: "We are delighted to be joining CAN as work on our commitment to inclusive and representative advertising. As a supplier of on screen talent to brands and creative agencies, we are excited to join a network of like minded professionals who share our values around conscious advertising. We believe that collective commitment drives industry change, and are delighted to be part of this change."
We look forward to working with Laura and the Zebedee team to challenge underrepresentation and advocate for truly diverse and responsible advertising. | | | The Ad Accessibility Alliance Launch the Ad Accessibility Hub | | | At the end of last month, the Ad Accessibility Alliance announced the launch of their new major resource, The Ad Accessibility Hub. The resource provides best practice examples, guidance and practical steps that advertisers and their agencies and production companies can take to make their advertising accessible.
During their launch, it was revealed that in the UK, only 1 in 4 TV ads is subtitled and less than 1 in 10 has audio description. This means millions of people are being prevented from receiving communications about products, services and opportunities that they may be interested in. Along with their new resource, The Alliance are calling on everyone within the industry to pledge their efforts to reach a common goal of making all advertising accessible to all.
The Alliance was originally brought together by P&G and egta (International Trade Body of Multiplatform TV and Audio Businesses) with a number of brands and trade bodies. It is now being convened by the Incorporated Society of British Advertisers (ISBA) in the UK and Union des Marques (UDM) in France.
"When so many people have restricted hearing and sight and are used to content either broadcast or online being accessible, it's imperative that advertising is also delivered to them in a way they can understand. As an industry we should not be comfortable with the status quo and should view accessible advertising as a social and business necessity.
We are grateful for advertisers including P&G and Diageo who have been at the forefront of this initiative and have been a driving force behind industry change." - Phil Smith, Director General, Incorporated Society of British Advertisers (ISBA)
| | | New CAN Supporter Member: Do Epic Good (DEG) | | | We are thrilled to welcome Do Epic Good (DEG) as a Supporter Member. DEG is a globally certified, community-driven e-learning platform empowering people and brands to drive profits with purpose through bite-sized education.
Their mission is to educate brands, agencies and marketers to adopt sustainable marketing strategies and business practices that not only future-proof the planet, but also triple their bottom line.
"The advertising industry has the power to shape the world. Following the norm is easy, but challenging it takes courage. I wanted my creative talent to be part of the solution, proving that success isn't just about profit - it's about profits with purpose. CAN represents the collective driving the future of advertising, an amplifier for real change, showing that creativity can be a force for good and I'm honoured to be a part of their 'tribe'." - Charney Magri (Co-Founder, DEG)
As a Supporter Member, Do Epic Good shares our commitment to transforming advertising into a force for positive change. | | | What We Are Reading
YouTube's Anorexia Algorithm - Center for Countering Digital Hate | | | A new report from the Center for Countering Digital Hate (CCDH) has revealed disturbing data that YouTube's algorithm is pushing harmful eating disorder content to young girls.
CCDH set up test accounts to examine what recommendations a teen girl would receive when watching an eating disorder video for the first time. Out of the 1,000 videos analysed, they found that: When they reported these videos, YouTube failed to remove or age-restrict them 4 out of 5 times. It was also discovered that alongside this harmful content, YouTube is placing ads.
This alarming and harmful content continues to be monetised, despite the platform claiming to protect children. This shows just how imperative it is for advertisers to hold social media platforms to account and take control of where their ads are placed. | | | What We Are Reading
The struggle for true allyship in an industry that's gone silent – Campaign | | | Following Meta's announce changes in January, in this article Marty Davies discusses how the advertising industry continues to fail to provide a safe space for the queer community.
Whilst working with Outvertising in 2023 Marty secured the commitment from 10 media agencies to stop funding harmful media. However, there has not been noticeable action to show that this commitment was not purely performative allyship. Now, she questions whether any of these media agencies will start to depart from Meta.
Throughout the article, Marty is making a plea to advertisers to take significant action and use their economic power to protect vulnerable communities. As she puts it: "We can't do the work for you. Queer people need allyship now more than ever." | | All In Census 2025
On March 12th, put 15 minutes in your calendar (and that of your colleagues!) to take part in the All In Census, the advertising industry's survey. The insights you share will be invaluable to building the next phase of the AA, IPA and ISBA's talent action plan for our industry. The survey is conducted by Kantar and is anonymous and confidential. Take part on March 12, 2025 via this link | | | | New Video Frontiers Conference: 30% discount for CAN Members | | | The New Video Frontiers Conference is back this year on 5th-6th March. Held in London and hosted by VideoWeek, the conference brings together leading brands, agencies, publishers, broadcasters, platforms and technology companies the information they need for the year ahead.
Themes being discussed this year include: AI Disruption, TV in 2030, Brand Safety, Post Cookie Impact, and What Advertisers Really Want.
CAN members are being offered a 30% discount with the code CAN30. | | | December19 Launches Programmatic Platform Optix | | | This month, CAN member December 19 have officially announced the launch of their new programmatic platform, Optix. This exciting new piece of technology has been designed to deliver optimised targeting, maintain full transparency, and ensure over 65% of the revenue spent will go back to the media owner. Key features include:
On the launch, CAN Co-Founder, Harriet Kingaby has said: "December19 has demonstrated a strong commitment to advancing innovative advertising practices and promoting leadership in terms of transparency, efficiency and sustainability. Optix showcases their dedication to pioneering impactful practices that deliver value for brands and society." | | | What We Are Reading
How the industry can move past rhetoric to take on climate change – Campaign Asia | | | In this article, Paul Mottram discusses the responsibility the advertising industry has towards climate change, and what more it needs to be doing.
While Paul acknowledges that organisations like CAN play an important role in promoting responsible marketing towards climate change – he thinks this is not enough. He suggests that carbon pricing needs to be encouraged and discussed - and that advertisers create more public awareness around it.
"Promoting public awareness for a higher price on carbon can play an incredibly powerful, central role. And by putting our talent and resources to work for this cause, we have a chance to reclaim the narrative from those whose vain hope is to try to simply cancel fossil fuels. And in so doing, give a clear answer to our employees, stakeholders and families about how we are playing a meaningful role in the fight against climate change."
This is an interesting proposal from Paul and it shows the power that advertisers can have in influencing public opinion and drive positive change. | | | Little Moons announce B Corp Certification | | | CAN member Little Moons have announced they have become a Certified B Corporation (B Corp), pledging to transform into an "even more sustainable business". Their announcement follows their decision to downsize their operations late last year.
"By joining the B Corp community, we're signalling our commitment to meeting high standards of social and environmental performance, transparency and accountability. It's a thriving, global set of businesses committed to positive impact on people, communities and the planet. It's a wonderful accomplishment and we're proud to be creating little lifts, crafted without compromise, for Moons lovers across the world. But there's plenty more work to do, and we are so excited to go on this journey." - Ross Farquhar Marketing, Innovation & Sustainability Director at Little Moons
This is an excellent step for Little Moons in their work towards a more sustainable future. Don't forget our Sustainability guide gives further practical advise on building sustainable operations within your organisation.
If you are thinking of becoming B Corp certified, look out for any events they will be holding as part of their B Corp Month in March. You can find out what they got up to last year here. | | | CAN's Interview with Dilip Shukla | | | This month, CAN co-founder, Harriet Kingaby had the pleasure of interviewing Dilip Shukla from Reset Digital. Together, they discussed the power of human understanding in advertising and how it drives towards more conscious advertising choices.
During the interview, Dilip highlights the importance of more human systems and technology to help us understand people's emotions:
"When you have data that tells you how a person wants to feel, what their emotions are, their life narratives at any particular moment, then you can understand what kind of communication they are open to. People are complex and dynamic, our industry systems see people as stereotypical and static. This has to change. Reset Digital maps people's emotions and feelings to place the right ad or brand for that person at that moment."
He also points out that by focussing on real human emotion, advertisers can avoid stereotypes and instead develop valued and in-depth content.
Reset Digital have used their unique Neuro-Programmatic™ technology, which focuses on human emotion and stories, to deliver successful results for brands such as Starbucks, Carolina Herrera, Ford, and BMW.
| | | What We Are Listening To
Is adland ignoring its climate impact? - The Campaign Podcast | | | In this podcast episode brought to us by Campaign, we hear from Stephen Woodford, chief executive of the Advertising Association, about the organisation's Ad Net Zero programme, the power adland holds in making positive change and whether tech platforms are really doing enough.
The episode also features a discussion around independent agencies choosing not to work with fossil fuel clients. As part of the discussion, Campaign's culture editor Alessandra Scotto di Santolo mentions her chat with CAN co-founder, Jake Dubbins, who has made the point that divestment from fossil fuel clients will be inevitable. This is because agencies will be pressured by their sustainable-focused clients to do so. Big brands Nescafe and Cadbury are mentioned as two brands who have become sustainably focused - therefore it could be detrimental to them to use an agency who was also representing fossil fuel clients. | |  Finally, a shout out to CAN's Membership & Engagement Account Director Nafissa Norris on winning the Inclusion Group Leader of the Year at the inaugural Bloom UK Awards! Congratulations to all the winners. | | | | Watch out for more news on all things CAN related via LinkedIn. For any other questions or concerns, or if you would like to know more about joining, please feel free to contact us at hello@consciousadnetwork.org.
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Thank you for your ongoing support, The Conscious Advertising Network | | | | |
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