Now in its seventh year, the Publicity Association for Northern Ireland (PANI)’s Education Programme, which supports future creatives and marketers within the advertising and publicity industry, launched another successful student-industry collaboration this month in its search for campaign ideas for leading charity Action Cancer.
Four advertising agencies from PANI including Ardmore, ASG, RLA and Walkers have teamed up with students from the Ulster University’s Communications Advertising and Marketing (CAM) course and 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.
The winning campaign will come to life on 48 sheet billboards donated by Clear Channel around Belfast at the end of August.
Dougie King, Head of Fundraising & Communications at Action Cancer said, “Action Cancer is about saving lives and supporting people affected by a cancer diagnosis. Men have a 40% greater chance than females of getting the disease and 16% greater chance of dying from it. The energy, creativity and call to action that the outcome of the PANI Education Programme will provide for the charity will result in a significant increase in awareness among males about being more conscious of their health and signing up for M.O.T. health checks. The mix of industry experts and young, dynamic students is a proven recipe for success with a potentially life-changing outcome”
Chair of PANI Nuala Meenehan, who will judge the entries with Dougie, said: “We see the PANI Education Programme as an investment in the future of our sector and of course an investment in the people with the potential to contribute to the success of advertising and marketing in Northern Ireland. Getting to work on a live brief gives the students a true insight into the various roles they could work in when graduating, and they also get to make valuable contacts in the industry. The mentoring agencies also get to meet the future stars of the marketing industry and many of them go on to hire students from the workshops. It’s mutually beneficial and everyone wins.
“It is a challenging brief for students, however I’m looking forward to seeing the winning campaign going live across the donated Clear Channel billboards later this year and of course hoping that it will meet the objectives in increasing awareness for Action Cancer.”
Liam McComish, Course Director, from the University of Ulster School of Art, said: “Each year our Ulster University CAM and Graphic Design & Illustration students love to get involved with the PANI Education Programme, it’s a wonderful opportunity for them to see how it all is put together in a non-academic, real and live commercial situation. They come back with great ideas, excellent contacts, new-found skills, and a drive to making a career in the advertising and publicity industry. We’re very grateful to PANI for facilitating such a fantastic opportunity to work on a live project each and every year.”