Introducing the CAN Guiding Principles: Effective advertising that works for everyone.
We pride ourselves on taking our members’ feedback onboard, and their feedback was clear: “We need clarity and simplicity”. In response, we’ve created the CAN Guiding Principles which offer practical steps to help navigate the changes within the advertising industry. Our new resource also provides you with case studies so you can see conscious advertising in action.
Our aim is to help members achieve commercial success through transparent and responsible advertising – our Guiding Principles are here to help them on that journey.
What are CAN’s Guiding Principles?
Our 4 Guiding Principles set out a clear base line for members to work from:
1. Fundamentals: Create organisational change whilst embedding changes through tracking and internal policies.
2a. Conscious Creative: Conscious creative is trustworthy creative that includes, represents and safeguards everyone, including the places we live. It’s the most effective way to ensure your message has mass appeal, and grow the audience for your business.
2b. Conscious Media: Conscious media is effective, privacy conscious and transparently bought media, purchased with safety, quality, sustainability and inclusion in mind. It employs privacy and safety by design.
3. The CAN Guides: Adopt CAN’s six Guides (previously known as CAN’s seven Manifestos) in your agency briefs and Request for Proposals (RFPs).
4. Conscious Questions: CAN is shaping the future of advertising – better tools, policy and enforcement from platforms and adtech providers that mean that efficient advertising doesn’t come at the expense of our rights and freedoms. Adopting a culture of questioning is a big part of improvement.
If you’re a brand or agency that’s ready to start shaping and advertising industry that works for everyone – join our CAN Membership today by contacting hello@consciousadnetwork.org
