For decades, many ad agencies enjoyed working on a blend of paid-for and pro bono work, with the latter offering the chance for agencies to show off their creative strengths for charities or organisations that needed support. But today, in the era of ‘purpose’ advertising, the balance between these two models has shifted – and the relationship between all three concepts now causes heated debate.

While agencies still routinely carry out work for charities and not-for-profits at little or no charge (in full, ‘pro bono publico’ means ‘for the public good’), brands and corporations have encroached into the world of social causes and campaigning, with wider questions raised about what this means by voices within and outside of the industry.

For advocates of pro bono, the worry is this: if an agency can fulfil its ethical intent to create work for a social cause via a paying client, might the work it would have otherwise created for a charity for free disappear from its roster altogether? If so, is it time for the industry to do pro bono differently?