To arrest the demise of the British pub, The Drum is issuing a challenge to the creative community to use pub chalkboards to create adverts to save our ale houses from extinction.
During Advertising Week Europe and within The Drum Arms, the publication's own pub in London which we will be using as a base for the week, creatives will be given pub chalkboards to create and share adverts to rally the country to save their locals which are closing down at a higher rate than ever before.
Each day, creatives who come along to The Drum Arms and use one of the pub chalkboards will have their work shared through social media and on The Drum's website in a special Creative Works round-up.
A winner will be chosen by The Drum to enter into the newly created Pub Chalkboard category at the Chip Shop Awards being held later this year.
Stephen Lepitak, editor of The Drum, explained: "We are greatly concerned about the future of the British pub, which is struggling to pull in the punters with factors like the rising cost of alcohol and business rates and the pressure on the public's pockets taking their toll.
"However, the great British boozer is an institution held dear by the nation, and while I would always advise drinking in moderation, I would still say there are few nights better than socialising with good friends down at the local. I hope the creative community will help us devise adverts to encourage people to return to their pubs and keep them before they are gone for good."
If interested in putting a creative team forward to be involved in the challenge then fill out this form to participate.
Find out more about The Chip Shop Awards, the creative awards with no rules, on the official website and see the outcome of the challenge on The Drum website at the end of the month.