Advertising guide: How to overcome your fear of non-digital advertising

The guide distinguishes between 'above the line' advertising (TV, out of home, press, and radio) and 'below the line' methods (social media, digital, and mail campaigns). It notes that the climate sector typically favours below the line methods due to misconceptions about budget and timeline constraints, and aims to debunk these myths to help NGOs increase campaign effectiveness.

• Advertising is divided into two broad categories: 'above the line' methods, which encompass TV, out of home (such as billboards or bus shelters), press and radio, and 'below the line' methods, which include social media, digital, and mail campaigns.
• Organisations within the climate sector tend to prefer below the line advertising methods because of misconceptions regarding their suitability for shorter timelines and smaller budgets.

APA

Lujani, F. (2023). Advertising guide: How to overcome your fear of non-digital advertising. ACT Climate Labs. https://www.actclimatelabs.org/overcome-fear-advertising-above-the-line/

Chicago

Lujani, Florencia. Advertising guide: How to overcome your fear of non-digital advertising. ACT Climate Labs, 2023. https://www.actclimatelabs.org/overcome-fear-advertising-above-the-line/.

Wikipedia

{{cite report |last1=Lujani |first1=Florencia |title=Advertising guide: How to overcome your fear of non-digital advertising |publisher=ACT Climate Labs |date=5 September 2023 |url=https://www.actclimatelabs.org/overcome-fear-advertising-above-the-line/ |access-date=23 October 2026 |via=Climate Insights Directory}}

BibTeX

@techreport{lujani2023advertising, author = {Lujani, Florencia}, title = {{Advertising guide: How to overcome your fear of non-digital advertising}}, institution = {ACT Climate Labs}, year = {2023}, month = sep, url = {https://www.actclimatelabs.org/overcome-fear-advertising-above-the-line/}, urldate = {2026-10-23}, note = {Indexed by Climate Insights Directory} }