Osocio NL

This road safety ad is so bad, it’s a viral success

Posted by Tom Megginson | 24-06-2014 15:08 | Category: Road safety



This road safety ad from the Department of the Environment in Ireland is so bad, it's a viral success.

Yesterday morning, when I blogged about this government anti-speeding PSA from Northern Ireland at The Ethical Adman, I thought it was just another obscure and ill-conceived shock PSA. But the real shock has been the >1.5 million views it has earned on YouTube.

The big question is, are people watching because it’s powerful, or are they engaging in some “Friday”-like social media Schadenfreude?


The ad itself is, in my opinion, awful. Not because it shows a bunch of children getting killed, but because it does so with overwrought pathos, really unnecessary and awkward foreshadowing (the toy car? really?) and special effects that are more laughable than tragic.

Think I’m overly-cynical? I’m a parent of a child that age, and I rail against drivers who speed — especially around schools. But this approach will have zero impact on offenders.

These ads preach to the choir. Sensitive parents and angry advocates will feel validated by a sense of outrage. But what they won’t understand is that PSAs tend to fail when they exaggerate or try to provoke feelings of guilt in offenders. Viewers within ths supposed target audience tend to either deal with the emotional approach by denying that they are that bad, or that it could happen to them (because everyone thinks they’re a better driver than everyone else). The other defence is laughter. Because come on, that scene of the children getting flattened is so unrealistic, it looks like an intentionally-bad scene from an old TV comedy.

image

There are two other factors, however, that are probably helping take the ad viral. One is the magic word “banned” (it’s not really, but it’s not allowed to be shown on TV before 9 p.m.) The other is the sombre cover of “Sweet Child o’ Mine.”


Advertiser:
Department of the Environment (UK)
Source:
The Ethical Adman
Keywords:
- - - -



Comments


Comments about This road safety ad is so bad, it's a viral success

Who produces it? Is it another Lyle Baillie International?

Posted by Arthur Wilhite | 24-06-2014 17:23

Comments about This road safety ad is so bad, it's a viral success

http://osocio.org/message/the_choice_in_australia_go_to_school_or_die

Posted by Mrtijn Oostra | 24-06-2014 21:28

Comments about This road safety ad is so bad, it's a viral success

A similar (mistaken) approach. Agreed.

Posted by Tom Megginson | 24-06-2014 22:36

Comments about This road safety ad is so bad, it's a viral success

Great piece Tom, cracking analysis (as always).

You are spot on with your ‘preaching to the choir’ line, and this is typical of much RS work which relies on obvious sentimentality and spoon-feeding an audience rather than engaging them at a cognitive level (which you and I know helps behaviour to stick).

Yes, this is Lyle Bailey and yes, the Northern Irish (particularly) are convinced that their shock/awe approach is the right one.  When BBC NI interviewed me during Embrace Life’s ascendency, both the agency and the road safety agency were given the opportunity to engage in a pre-recorded debate over the efficacy of shock/gore or emotional/cognitive behaviour change methodologies.  Strangely, they didn’t engage with the BBC’s offer of a professional debate, instead pre-filming a defensive segment that aired during the news item.
Oh well. 

The approach is, I think, basically an updated one from a similar ad with a single child in a garden, from the late 1990s.  Annoyingly, I can’t find it right now, but I will look.

My view as a behavioural marketer is that this sort of work just isn’t efficient or effective.  There are so many studies about the comparative impact duration of shock/gore v emotional/cognitive that I’m amazed that this work still exists.

Of course, I could be really controversial and suggest that the most damning thing about this whole genre is its failure to change behaviour, acknowledged by the fact that people still make this type of work.

Because if it worked, you wouldn’t need to keep making it, keep doing essentially the same thing.

If it was effective, you could spend your creative energies on the next issue (like drink, drugs, mobile phones etc).

So the fact that they are being made constantly proves they’re not effective.

Time more a new approach?

Or stick with the old one which makes the entrenched feel better about the work that they’re delivering at a minimum of efficacy and efficiency.

Me, cynical?

Posted by Neil Hopkins | 25-06-2014 21:14

Comments about This road safety ad is so bad, it's a viral success

Thanks, Neil!

Posted by Tom Megginson | 26-06-2014 00:50



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


Branding a time-bound campaign, Forest & Bird did it.

It’s not new but it is not often used: branding for a time-bound campaign. The kind of branding used for temporary purpose. Forest & Bird did it recently for their Love Nature: Vote 2014 campaign. New Zealand’s largest independent conservation organisation wanted nature back on the political agenda. The future…
Read more

Can fundraising marketers recreate the #icebucketchallenge?

Yesterday, it finally happened. Somebody challenged me to the Ice Bucket Challenge for ALS. If your internet connection has been broken all summer, it’s this year’s big meme. You can read about it here. To be honest, I felt that the movement had passed its high-water mark when I saw…
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)