[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fcharitable-campaign-ad-creative":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":12,"class_list":14,"acf":23,"head_links":357,"breadcrumbs":358,"reading_minutes":169,"category":366,"head":368},"2025-09-25T15:12:00",{"rendered":6},"\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"navigating-the-tightrope-emotive-ads-platform-policies-and-driving-donations\">\u003Cstrong>Navigating the tightrope: Emotive ads, platform policies, and driving donations\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Ever felt that sinking feeling when your powerful, heartfelt ad – the one you poured your soul into – gets rejected by an ad platform? You’re not alone. It’s a common tale in the \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Fwhite-papers\u002Fa-guide-to-digital-marketing-for-charities-and-not-for-profits\u002F\">charity sector\u003C\u002Fa>: Ads with vital, emotive content, designed to stir compassion and drive donations, often fall foul of ever-evolving platform policies. The result? Wasted creative energy, missed opportunities, and that frustrating question: how do we tell our story without getting silenced by policy guidelines?\u003C\u002Fp>\n\n\n\n\u003Cp>But here’s the good news: you don’t have to sacrifice creative impact for compliance. It’s a tightrope walk, but with the right approach, you can maintain that crucial emotional pull while playing by the rules. Think of us as your seasoned tightrope instructors, here to share our strategic secrets.\u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"traversing-the-policy-maze-meta-vs-tiktok\">\u003Cstrong>Traversing the policy maze: Meta vs. TikTok\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Meta and TikTok, while both giants in the social media landscape, have varied approaches to sensitive content. Different platforms, different rules of engagement:\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-columns are-vertically-aligned-center is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:33.33%\">\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2400\" height=\"3600\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fingmar-R7DxWw7FyH8-unsplash.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34733\" style=\"object-fit:cover\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\u003C\u002Fdiv>\n\n\n\n\u003Cdiv class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:66.66%\">\n\u003Cp>\u003Cstrong>Meta’s\u003C\u002Fstrong> policies, particularly concerning controversial content and sensitive social issues, can be quite broad. While Meta claims their policies aim to prevent exploitation and promote respectful discourse comprehensively, the main focus is often on factual accuracy and avoiding sensationalism, with strict guidelines around violence, hate speech, and even implied distress. Their algorithms can sometimes err on the side of caution, however, flagging content that depicts suffering or calls for action around sensitive political topics.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>TikTok\u003C\u002Fstrong>, on the other hand, with its younger audience and fast-paced, entertainment-driven format, often has an even lower tolerance for content that could be perceived as shocking or overtly political. Their community guidelines and advertising policies place a strong emphasis on maintaining a positive and safe environment, meaning content depicting tragedy, graphic imagery, or anything that could be seen as exploiting a crisis is likely to be swiftly moderated. It’s less about nuanced political discourse and more about preventing potentially upsetting content from appearing in users’ feeds.\u003C\u002Fp>\n\n\n\n\u003Cp class=\"has-text-align-left\">Discover \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhich-paid-social-platform-is-right-for-your-business\u002F\">which paid social platform is right for your business\u003C\u002Fa>. \u003C\u002Fp>\n\u003C\u002Fdiv>\n\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"crafting-impactful-ads-for-smooth-approval\">\u003Cstrong>Crafting impactful ads for smooth approval\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>So, how do we create ads that resonate deeply whilst reducing the risk of triggering in-platform disapproval? The key lies in a strategic blend of empathy, clever visual storytelling, and a strong understanding of platform nuances. Below are Impression’s three top strategy tips for reducing the risk of ad rejection:\u003C\u002Fp>\n\n\n\n\u003Col class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Focus on the Positive Impact: \u003C\u002Fstrong>Instead of dwelling solely on the problem, shift the narrative to the positive changes your organisation facilitates. Showcase the hope, the recovery, and the lives transformed. For instance, rather than explicit imagery of suffering, consider visuals that imply need or show the positive outcome of aid. In our experience, positive messaging resonates more powerfully with audiences versus negative messaging – and is more likely to be approved by platforms.\u003C\u002Fli>\n\n\n\n\u003Cli>\u003Cstrong>Subtlety is your Superpower: \u003C\u002Fstrong>Direct, graphic depictions are almost always a no-go. Instead, opt for evocative imagery and metaphor. For instance, can an image of a child joyfully playing in a sunlit park convey hope without showing adversity? Definitely! Or think about a diverse group of people sharing a meal together to showcase community strength without directly illustrating issues of hunger. \u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"675\" height=\"702\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002FCrisis.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-34724\" style=\"width:400px\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Source: \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.platypusdigital.com\u002F5-of-the-best-charity-facebook-ads\u002F\">Platypus Digita\u003C\u002Fa>l\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>This strategy works in tandem with focusing on the positive impact, meaning not only can you convey your message to audiences, they’re also more likely to emotionally connect with your cause.\u003C\u002Fp>\n\n\n\n\u003Col start=\"3\" class=\"wp-block-list\">\n\u003Cli>\u003Cstrong>Lean into what you’re \u003C\u002Fstrong>\u003Cstrong>saying\u003C\u002Fstrong>\u003Cstrong>, not just showing: \u003C\u002Fstrong>Stick with me on this one. Given TikTok’s visual-first, sound-on nature, use compelling voiceovers, uplifting music, and clear, concise text overlays to convey your message. Sometimes, what you say can be more impactful than what you show graphically.\u003C\u002Fli>\n\u003C\u002Fol>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"real-world-wins-our-test-and-learn-approach\">\u003Cstrong>Real-world wins: Our ‘test-and-learn’ approach\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Informed by our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fcancer-research-uk\u002F\">partnerships with Cancer Research UK\u003C\u002Fa> and a leading \u003Ca rel=\"noreferrer noopener\" href=\"\u002Four-work\u002Fhumanitarian-charity-anonymous\u002F\">faith-based charity\u003C\u002Fa> focused on urgent appeals such as the Gaza crisis, we’ve honed a robust ‘test-and-learn’ methodology.\u003C\u002Fp>\n\n\n\n\u003Cp>For instance, with the faith-based charity facing challenges around urgent appeals, direct visual depictions of the crisis were consistently flagged. Our solution? We pivoted to showing the impact of the aid. Rather than focusing on the devastation, we created ads featuring resilient individuals receiving assistance or communities beginning to rebuild. The emotional pull remained, but the narrative shifted from graphic suffering to hopeful intervention.\u003C\u002Fp>\n\n\n\n\u003Cp>Together with a powerful voiceover, supported with clear and concise captions, we have crafted a hardy, adaptable strategy which drives strong results for an incredibly ambitious client.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FPaid-Media_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27529\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10],36,[],[13],219,[15,16,17,18,19,20,21,22],"post-34708","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-paid-social",{"page_content_modules":24,"hero":165},[25,113],{"acf_fc_layout":26,"reduced":27,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":27,"title":28,"content":6,"authors":29},"blog_post_content",true,"The charitable campaign conundrum: Balancing emotive ad creative with ad platform policy",[30],{"id":31,"path":32,"display_name":33,"job_title":34,"description":35,"avatar_url":36,"acf":37},132,"\u002Fabout\u002Four-team\u002Falex-kadukova\u002F","Alex Kadukova","Senior Paid Social Strategist","I'm a Senior Paid Social Strategist at Impression, having previously worked in the beauty industry. I’m classically trained on the piano and am fluent in 3 languages!","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":34,"full_bio":38,"specialist_service_links":39,"photo":58},"\u003Cp>Joined Impression in September 2022.\u003C\u002Fp>\n\u003Cp>Before I discovered my love for the world of marketing, I worked in the beauty industry assisting backstage at photoshoots and events like London Fashion week. I first dipped my toe into marketing by producing organic social content and visual merchandising – I loved it!\u003C\u002Fp>\n\u003Cp>The following couple of years found me working in-house for a major fashion company as a Paid Media Executive, focusing primarily on Meta and spearheaded testing for vertical video ads on Snapchat and TikTok. Later I became a Paid Social Specialist at an international lead-generation agency, which rekindled my love for working with clients. However, I wanted to explore more into ecommerce and retail which has lead me to Impression!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something I am proud of:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>I’m classically trained on the piano and am fluent in 3 languages, with hopes to become fluent in 2 more in the near future!\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003C\u002Fp>\n\u003Cp>You’ll usually find me hanging out with my cat watching horror movies, jamming out (do people still say that?) to heavy metal at various gigs in London or reading books on the occult by candlelight. I also love to bake!\u003C\u002Fp>\n",[40],{"page":41,"link_text":46},{"ID":42,"post_author":43,"post_date":44,"post_date_gmt":44,"post_content":45,"post_title":46,"post_excerpt":45,"post_status":47,"comment_status":48,"ping_status":48,"post_password":45,"post_name":49,"to_ping":45,"pinged":45,"post_modified":50,"post_modified_gmt":50,"post_content_filtered":45,"post_parent":51,"guid":52,"menu_order":53,"post_type":54,"post_mime_type":45,"comment_count":55,"filter":56,"url_path":57},233,"98","2020-12-21 13:00:55","","Paid Social","publish","closed","paid-social","2026-01-13 11:01:54",169,"\u002F?page_id=233",0,"page","0","raw","\u002Fpaid-media\u002Fpaid-social\u002F",{"ID":59,"id":59,"title":60,"filename":61,"filesize":53,"url":62,"link":63,"alt":45,"author":64,"description":45,"caption":45,"name":65,"status":66,"uploaded_to":53,"date":67,"modified":67,"menu_order":53,"mime_type":68,"type":69,"subtype":70,"icon":71,"width":72,"height":73,"sizes":74},19975,"Alex-Kadukova","Alex-Kadukova.png","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&q=90","\u002Falex-kadukova\u002F","12","alex-kadukova","inherit","2022-10-26 11:19:04","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":75,"thumbnail-width":76,"thumbnail-height":76,"medium":77,"medium-width":78,"medium-height":79,"medium_large":80,"medium_large-width":81,"medium_large-height":82,"large":83,"large-width":84,"large-height":85,"1536x1536":86,"1536x1536-width":87,"1536x1536-height":88,"2048x2048":89,"2048x2048-width":90,"2048x2048-height":91,"post-thumbnail":92,"post-thumbnail-width":93,"post-thumbnail-height":94,"12_col":95,"12_col-width":96,"12_col-height":97,"default_landscape":98,"default_landscape-width":99,"default_landscape-height":73,"default_portrait":100,"default_portrait-width":73,"default_portrait-height":99,"6_col_and_margin_short":101,"6_col_and_margin_short-width":93,"6_col_and_margin_short-height":97,"11_col_and_margin":102,"11_col_and_margin-width":103,"11_col_and_margin-height":97,"9_col_rectangle":104,"9_col_rectangle-width":105,"9_col_rectangle-height":106,"11_col":107,"11_col-width":108,"11_col-height":97,"staff_image_696_600":109,"staff_image_696_600-width":72,"staff_image_696_600-height":73,"rectangular_thumbnail":110,"rectangular_thumbnail-width":111,"rectangular_thumbnail-height":112},"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F10\u002FAlex-Kadukova.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":114,"reduced":27,"top_overlap":115,"bottom_underlap":115,"disable_observer":-1,"heading":116,"cta_text":117,"cta_link":118,"items":119},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[120,139,154],{"type_key":16,"title":121,"excerpt":122,"to":123,"postedAt":124,"readingTime":125,"image":126,"authors":127,"category":137},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[128,131,134],{"name":129,"image":130},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":132,"image":133},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":135,"image":136},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":138,"name":46},"\u002Fblog\u002Fcategory\u002Fpaid-social\u002F",{"type_key":16,"title":140,"excerpt":141,"to":142,"postedAt":143,"readingTime":144,"image":145,"authors":146,"category":153},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[147,150],{"name":148,"image":149},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":151,"image":152},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":138,"name":46},{"type_key":16,"title":155,"excerpt":156,"to":157,"postedAt":158,"readingTime":125,"image":159,"authors":160,"category":164},"What’s new in Paid Media: July 2026 industry updates","\u003Cp>The sun’s finally out, but paid media hasn’t slowed down to enjoy it. Here’s what’s been going on while you were meant to be on the beach. Reddit upgrades Ads Manager with Split Testing and an AI ad generator A Free-form Ads Generator is entering beta, which uses Reddit Community Intelligence to scan your website, […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-july-2026-industry-updates\u002F","2026-08-04T11:16:31","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fgetty-images-BRL3vv9p-Fw-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[161,163],{"name":162,"image":149},"Harry Clements",{"name":151,"image":152},{"to":138,"name":46},{"type":166,"style":167,"heading":28,"date":4,"updatedAt":168,"reading_minutes":169,"image":170,"imageAlt":28,"categories":171,"collections":356},"blog-post","light","2025-09-25T15:12:01",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F09\u002Fgetty-images-swOlDLZq9nM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[172],{"id":10,"count":173,"description":174,"link":138,"name":46,"slug":49,"taxonomy":175,"parent":53,"meta":176,"acf":177,"head_links":178,"resource_count":179,"yoast_title":180,"yoast_meta":181,"yoast_json_ld":226,"_links":324,"path":138},104,"Keeping up to date with the latest \u003Ca href=\"\u002Fpaid-media\u002Fpaid-social\u002F\">Paid Social\u003C\u002Fa> trends, strategies, and announcements can be difficult. Our digital experts regularly blog about paid social media news that’s stirring up the industry, so check back regularly or sign up to our newsletter to stay informed!","category",[],[],[],11,"Paid Social Media Blog | Tips & Advice | Impression",[182,184,187,190,193,196,199,201,203,205,208,211,214,217,220,223],{"property":183,"content":180},"title",{"property":185,"content":186},"description","Keeping up to date with the latest paid social media trends, strategies, and announcements can be difficult. 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