The best of non-profit advertising and marketing for social causes

The choice in Australia: Go to school or die

The choice in Australia: Go to school or die

The choice in Australia: Go to school or die

It’s the ongoing debate about shockvertising: does is work? The consensus is that it can work, but only in the short term.
And this new campaign from the Learn For Life Foundation of Western Australia is quite striking within the genre.

In this campaign video you see a few school runaways being blown up on the beach.
“This is what happens when you slack off. Stay in school.”

Go to school or die is an absurd choice. So absurd that it has been viewed 470,000 times on YouTube. In one day! And with a lot of thumbs up.

Is it a shock that keeps children in school? Or is there something new on YouTube next week to talk about?
I guess we will never get an answer to the first question. The answer to the second question is known.

UPDATE:
Slate reports that the campaign is probably fake.
The domain learnforlifewa.org.au is registered by madkidsproductions.com in which agency Henry & Aaron participate.

Thanks Martijn Oostra!

Advertiser:
Learn For Life Foundation of Western Australia
Agency:
Henry & Aaron
Additional credits:
Written & Directed by Henry Inglis and Aaron McCann.
Produced by Lauren Elliott.
Source:
Shot MCN

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