The document discusses key aspects of creating effective social advertising. It emphasizes creativity, substance, relevance, clarity, and commitment. It also discusses the role of research in advertising, noting that research should provide courage for big ideas while acknowledging challenges, and minimize boring and pointless advertising. Research is said to provide illumination, testing, and monitoring to campaigns.

1. Jason Dunstone

7. So what makes good social advertising?

9. Creativity

11. No. 5, 1948 Jackson Pollock Sold for $140,000,000 Nov 2 2006

12. Watch the creativity trap

13. Substance Boldness

16. Relevance is king

21. Clarity

22. Get to the point

27. Commitment

28. It’s not easy

33. So where does research fit?

34. Ad research 'should' provide courage for big ideas, and reality as to the challenges ahead. Research should never be the way it ‘must’ be. Research should be about creative precision and focus, and ensuring consumer relevance. At its core, great research should minimise boring and pointless advertising. At its core, great research should minimise boring and pointless advertising. At its core, great research should minimise boring and pointless advertising.

44. "If a tree falls in a forest and no one is around to hear it, does it make a sound?"