Onstuimig

Great ads for a message I just don’t buy

Posted by Tom Megginson | 10-01-2012 20:55 | Category: Drugs



image

“What parents may not realize is that children say parental disapproval of underage drinking is the key reason they have chosen not to drink.”

That’s the quote from Charles Curie, former Substance Abuse and Mental Health Services Administration (SAMHSA) administrator at the U.S. Department of Health and Human Services, which forms the basis for this beautifully conceived and illustrated campaign from Utah. But what does it mean?

According to recent American data, underage alcohol use is down overall, but 63.5 percent of 12th-graders, and 26.9 percent of eighth-graders reported past year use of alcohol in 2011. Binge drinking was reported by 6.4 percent of eighth-graders, 14.7 percent of 10th-graders, and 21.6 percent of 12th-graders. (Marijuana use, however, is rising.)

So the kids who do not choose to drink do so because their parents told them not to. What about the kids who did drink, and whose parents forbade it? Or the ones who drank without having such rules?

While it’s a great idea for parents to talk to kids about alcohol, drugs, sex and other risky behaviours, the cause-and-effect of this campaign’s overly-simplistic message is just not there. There are no comparisons, no control groups… just anecdotes about kids who don’t drink. It’s a combination of the logical errors of confirmation bias and “survivorship” or selection bias.

Let’s face it: This is another abstinence campaign. And as a parent I “just say no” to such unrealistic social marketing.

The ads are still cool, though. See two more after the break.


image

image


Advertiser:
Parents Empowered
Agency:
R&R Partners
Source:
Ads of The World







My comment



Comment:




Your comment will not be visible until a moderator approves it.








Some rights reserved 2005-2013 Osocio/Houtlust.
Disclaimer. Terms of use. Privacy statement.

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License.







Support us

Do you like our blog? Support us with a donation.
We're non-commercial. We all make Osocio pro bono in our spare time and we can use some support.





image of a graduation cap

Recent in Academy


Is this eating disorder ad too sexy?

It’s a serious question. This woman has the typical idealized body of a model, and despite the scary body painting, the portrayal is undeniably drawing attention to her curves and bare skin. When I think about eating disorders, I try to imagine looking in the mirror and seeing a funhouse…
Read more

Book review: Hidden Persuasion

33 psychological influence techniques in advertising Designing for behavior change is our thing here on Osocio.  We discuss the wide area of social campaigns from all over the world. ‘Is it a good or bad campaign’ is our first question. And we often judge a campaign based on professional principles…
Read more


About Osocio

Osocio is dedicated to social advertising and non-profit campaigns. It’s the place where marketing and activism collide. Formerly known as the Houtlust Blog, Osocio is the central online hub for advertisers, ad agencies, grassroots, activists, social entrepreneurs, and good Samaritans from around the globe.
Read more

(the about page is also available in Bahasa Indonesia, Chinese 汉语/漢語, Deutsch, Español, Français, Italiano, Nihongo 日本語, Ivrit עברית, Filipino, Polski, Português, Russian Русский язык, Slovenčina, Suomi, Svenska and Türkçe)