The press, and the media in general, followed the coronavirus crisis, but also suffered it. Like 20 Minutes , many press titles have seen their advertising revenues collapse, even though readers were more than ever in the news.
In this very particular context, and since the players in the media and advertising world must reinvent their ways of working, more than 50 companies and brands (advertisers, media agencies, publishers, advertising agencies, etc.) have imagined a "pact" for “Make solidarity advertising the new social norm of Internet advertising. "
#adforgood All together, let's give meaning and social utility to digital advertising! @ 20Minutes is a signatory of the @WhatRocksLabel Pact, alongside more than 50 publicity and media personalities https://t.co/ISbnNZvM8K #publicitesolidaire pic.twitter.com/ww4UrKr2qG
- 20minutesmedia (@ 20minutesmedia) June 9, 2020A reassuring tone and useful ads
This agreement aims, for its signatories, to promote the solidarity economy, by devoting at least 1% of advertising investments of brands on the Internet to the funding of associations.
The signatories of this pact are based in particular on a global study carried out in March 2020 by Kantar. According to her, consumers “do not wait for brands to stop advertising, but to make a positive contribution to society. "
Thus, 77% of respondents expect advertising to talk about the usefulness of the brand in new daily life and efforts to deal with the situation and 70% of consumers want the advertising to adopt a reassuring tone.
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