NABS looks to build broader awareness with press ad drive

The advertising industry charity, NABS, is launching an advertising campaign to broaden awareness of its services and to reposition itself as an industry support organisation not just to be relied upon in times of financial distress.

The advertising industry charity, NABS, is launching an advertising

campaign to broaden awareness of its services and to reposition itself

as an industry support organisation not just to be relied upon in times

of financial distress.



The campaign, through Mellors Reay & Partners, breaks on Monday and will

focus on four aspects of support that NABS can offer people: career

advice, maternity rights, personality conflicts and its flatshare

service.



The organisation is also trying to convey that it works for employers as

well as employees. Helen Tridgell, NABS’ general secretary, said: ’It’s

important that NABS isn’t seen as some sort of trade union for the

industry. We represent everyone, will give people facts and not take

sides.’



NABS has long been regarded by the advertising and communications

industries as a charity helping ex-advertising executives who suffered

financially in the recession. Tridgell is keen to emphasise that the

organisation will support members in times of trouble, but is still

relevant when the industry is healthy.



She said: ’When times continue to be relatively good, the side of NABS

that offers advice and services should be used. When things turn down,

which they inevitably will, we’ll probably have to remind people that we

offer financial assistance. People should think about what they can get

out of NABS now, rather than wait until they need monetary help.’



The press ads will run in trade titles such as Campaign and PR Week.



A poster campaign is being currently being developed.



All advertising space is being donated, with planning and negotiation

being carried out by MediaCom.



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