For a group of cinemagoers in Hong Kong, the previews before their show came with a hard lesson learned. Volkswagen produced an interactive Don’t Text and Drive campaign ad to show the dangers of texting and driving by broadcasting a simultaneous text message to a theater full of patrons watching a first-person view of driving a car. A split-second after the text was sent, as patrons went to grab their phones, the car on screen crashed in an abrupt scene-ending shatter.
The message of this public experiment was designed to show how sudden a driver can lose control when he or she stops to check a text message.
Shock Messages Becoming More Prevalent in Safety Advertising
Safety advertisers have been getting more graphic. Today’s generation of advertisers seem to be convinced that shock messages are the most effective media when it comes to subjects of life or death.
The Truth campaign started in 2000 and has been providing anti-smoking campaigns on various mediums for nearly two decades. The ad campaign switched gears recently, focusing more on promoting healthy smoking alternatives. The early ads used shock to get the message across, with staged demonstrations using thousands of body bags to illustrate the number of smoker deaths, clear tanks filled with the chemicals and harmful substances in cigarettes.
Even government safety campaigns are using graphic simulations to get their messages across. Distraction.gov has a similar ad on its website featuring teens on a drive and crashing after the driver checks a text message.
Shock Advertising Isn’t Unique to Safety
Shock advertising is all about catching attention and catching viewers off guard. Most of these types of ads use misdirection to make viewers think everything is normal before the twist: an accident, a hard-hitting fact or statistic. This style is not unique to health and safety campaigns.
November 17 – 21 was National Teens Don’t Text and Drive week and was an optimal time for personal injury lawyers to cover the topic of teen driver safety. Perhaps one of the most shocking ways to get the message across to your readers through content is to present the hard facts about teen distracted driving.
These websites supply statistics on distracted driving when available.
- Your state’s Department of Transportation or Department of Health website
- The National Highway Traffic Safety Administration
The National Safety Council also maintains several safety records related to teen driving dangers that can be useful in building web content.
You don’t need a fancy movie studio and huge video budget to create a meaningful and impactful message through written content. We Do Web Content tailors our clients’ message to the proper tone and audience for the most effective reach to potential clients. Give us a call or fill out our contact form to learn how we can ensure you’re sending messages to your clients that make an impact, whether it’s to improve their lives or to offer your services. Call 888-521-3880.