2015 saw the return of the hugely successful Publicity Association for Northern Ireland (PANI) Education Programme. Now in its seventh year, the programme, which supports future creatives and marketers within the advertising and publicity industry, saw four leading advertising agencies in PANI; ASG, Walkers, RLA and Ardmore, team up with five groups of students from Ulster University’s Communications Advertising and Marketing (CAM) course as well as the Graphic Design & Illustration course, to create a commercial campaign pitch to increase awareness of men’s health and, specifically, to make males aged 16-plus aware of Action Cancer’s M.O.T. health checks.
Lisa McClenaghan, Communications Officer at Action Cancer, who assisted with judging the campaigns added: “Action Cancer was delighted to be the beneficiary charity of this year’s PANI Education Programme. The brief we set the teams was a challenging one, to come up with an innovative advertising campaign to encourage men to take action with their health and book a health check with Action Cancer. All five teams rose to the challenge and the judges were blown away by the calibre of work presented by the students. Under the guidance of industry experts, through research and careful planning, the programme resulted in the creation of five credible and thought-provoking campaigns. Although there could only be one winner, Action Cancer will be able to take elements from each campaign and use them to support our work in the future, so a huge thank you to everyone involved. We cannot wait to see the impact of the winning campaign when it goes live later this summer.”
This year’s winning team, students Ciara Topping, Amy Colgan, Beth McClements, Sarah Adair and Allana McQuaid were mentored by agency ASG. The students will see their campaign “There are Easier Ways to Protect Yourself” come to life on Clear Channel 48 sheet billboards and six sheet bus shelters around Belfast at the end of August.
One of the students from ASG’s winning team, Ciara Topping, described her thoughts on the programme saying “Taking part in the PANI Education Programme was an amazing experience. I learned more than I ever expected. Not just about the industry but I developed so much as a creative. From small little details to skills that will help me throughout my graphic design career. I would recommend it to anyone.”
Chair of PANI, Nuala Meenehan, said: “Our PANI education initiative brings together the experience and professionalism of our mentoring agencies with the new learning and enthusiasm of our students. The combination is very powerful and delivers a great choice of creativity for this year’s client Action Cancer. Once again the work has been of the highest possible standard, so we wish huge congratulations to all five student groups.”
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