The UK Newspaper Society has started a Web site that aims to help advertisers better understand regional differences in the United Kingdom, helping them take a less London-centric approach for campaigns, Journalism.co.uk reported Friday.

The site was built based on a national study, called Local Matters, the Newspaper Society commissioned that divided the United Kingdom into 12 regions and to understand attitudes people in each place have on issues such as national government, economy, environmental awareness, sports and personal safety, the article stated.

The interactive planning tool will help advertising agencies better understand regional variations, in order to create more effective, relevant campaigns for local audiences, Journalism.co.uk reported.

The Local Matters Web site shows a map of the United Kingdom, colour-coded by attitudes toward different issues and questions.