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Wednesday, May 2, 2012

Global Actions: May 2, 2012

Key Recent Milestones:

· Vietnam: In April, Global Actions held the first noncommercial alcohol workshop in Vietnam in Hanoi, “Production, Consumption, and Use of Noncommercial Alcohol.”

Global Actions in Focus: Self-Regulation in India Update

India’s self-regulatory organization, the Advertising Standards Council of India (ASCI) presented the winners of the “ASCI Mobile Movie Challenge” during the closing event of the annual advertising festival Goa Fest 2012. The competition was conducted in line with the agreed strategic objectives of the Global Actions India project, developed in cooperation with the World Federation of Advertisers (WFA) to encourage responsible creativity and promote cross-industry self-regulation in advertising.

To enter the competition, young creative professionals in teams of three were asked to create short movies (30-60 seconds) using only their mobile handsets. The movies had to reflect one of the four tenets of the ASCI cross-industry advertising code:

1. Honesty and truthfulness in advertising

2. Decency in advertising

3. Safety and avoiding exploitation of vulnerable sections of society, especially children

4. Fair competition

The competition received a total of 120 registered participants and 40 movies from across India. The films were showcased at Goafest 2012 and uploaded on YouTube and select online portals. Videos such as Team iamonstage / Brief 1 Misleading Ads, Team Therefore / Brief 4 Competitive Advertising, and Team Wandererz / Brief 1 Misleading Ads inspire professionals to understand the importance of self-regulation in advertising.

“Through this competition, we wanted to inspire young professionals to abide by the guidelines set by ASCI and implement the same in their work,” said ASCI board member Subhash Kamath. “We’re extremely happy with the kind of response we’ve received and thankful for all the support. Next year, we hope to make this initiative larger and stronger by reaching out to more media and advertising professionals.”

What’s Happening Next:

· Denmark: ICAP will be attending the annual SAO meeting in Copenhagen on May 10-11. ICAP’s Ashley Adrian will speak on development at the international level, including the upcoming Global Actions conference