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

The advertising world is daunting for a lot of not-for-profit organisations. But we want to show you how it can strengthen your brands, raise awareness of important causes, and inspire real behaviour change. There are two broad categories of advertising:

• Above the line methods include TV, out of home (like billboards or bus shelters), press and radio.
• Below the line methods include social media, digital, and mail campaigns.

Below the line methods tend to be favoured by the climate sector, due to misconceptions about their suitability for smaller budgets and shorter timelines. But above the line methods can be a great way to supercharge the effectiveness of your campaign. We want to bust the biggest myths about above the line methods using research and real examples of NGOs that have mastered these methods. In this post:

What are above and below the line communications? Everything you need to know about advertising methods.

Debunking four advertising myths. With learnings to boost the effectiveness of your next campaign.