Scope and ITV launch 'The cost of breathing crisis' campaign
The disability equality charity, Scope, has launched a new campaign entitled “Cost of Breathing” which is set to run using gifted airtime from ITV throughout May and June. The ad, which is inspired by the calls received by Scope’s helpline, focuses on the impact of the cost-of-living crisis on people with disabilities. The campaign features six disabled actors and their reliance on electrical equipment, showing how the rising cost-of-living crisis can affect disabled people’s ability to move, their independence and even their breathing when they are dependent on electricity for these basic human needs.
Why is this important?
The concept for the ad, developed by ITV and the brief created by Scope, won the Promax Charity Challenge 2022 and follows the pair’s “Invisible Disabilities” work in 2021. The campaign aims to raise awareness that life costs more when you are disabled and uses the gifted airtime from ITV alongside pro bono Outdoor support from Clear Channel to let disabled people know that Scope is there to help during financial difficulties caused by the cost-of-living crisis. Read more.
Microsoft Advertising launches chat API to monetise AI chat
Microsoft Advertising announced a new API on the 8th May – ads for chat API – which will allow publishers, online services and apps to deliver ads through chat. The new Chat API will allow sites and apps to customise their chat experience, choose ad formats that work best for them and incorporate relevant ads for their audiences, according to Microsoft. The new chat API allows publishers to build their own chat experiences on sites and apps serving ads either from Microsoft or other companies.
Why is this important?
The integration of AI-powered chat experiences is a new way for advertisers to reach and engage with audiences in a way that’s organic, personalised and contextually relevant. Microsoft is reaching out to publishers and other partners with the API in order to build this next wave of chat experiences together. Read more.
45% of exec leaders have already invested in AI
Ranging from implementation specialisms to outright analytical hubs, almost half the community (surveyed) admitted to ramping up spending on AI tech for development. However, the main thorny question remains about trust, security and ethically correct the service will provide.
Why is this important?
Although they are admittedly in the earlier testing and production phases, AI is gaining traction and gaining traction fast. Ranging across various fields from marketing analysts (of which Gartner has said it’s likely to see large cuts in employment and moving to an AI structure) to content creation, implementation and customer services. Read more.
Campaign of the Week: Slimfast shakes up messaging in new ‘Oomph for your boomph' campaign
Weight-loss brand SlimFast has changed tack with a new campaign that emphasises the nutritional benefits of the company’s shakes following a new strategic direction. ‘Oomph for your boomph” features TV personality and rapper Big Narstie, alongside long-time brand ambassador Kelly Brook, as the brand seeks to shift its positioning “beyond weight loss to low-calorie nutritious fuel”.
A full 90-second version of the ad will air on SlimFast social media channels when the campaign launches on 14 May. 20-second and 30-second ads will feature in an eight-week TV and paid-for social media campaign.
