Coverage of the Church of England’s Bad Hair Day campaign received
The style and content of the campaign was designed to attract the
attention of a younger, streetwise audience and hence, by definition, to
News coverage portrayed by the Archbishop of York as ‘incandescent’ with
his counterpart in Canterbury giving ‘guarded support’.
Opinion pieces also were divided between the ‘incand-escent’ (Piers
Paul Read and Steve Doughty in the Daily Mail) and ‘guarded’ (comedienne
Jo Brand in the Independent and various cartoonists). Letters from
churchmen in the Times were 3:1 supportive of the campaign. In general,
the main complaint was that while the advertising was exciting, the
product was still too dull and irrelevant.
Mark Lawson (in the Guardian) summed up his view that the campaign would
fail, writing: ‘the only real bad hair day in scripture was Samson’s’.
Evaluation and analysis by Carma International. Cuttings supplied by The
Broadcast Monitoring Company. ‘What The Papers Say’ can also be found
at: http//www. carma.com/carma