9. September 2009
Two new campaigns have been launched, each aimed at a young audience, each tackling a social issue and each using content to get the message across - OK, OK, we know you can't really have a message without content, and all ads have content etc, but what we mean is they use more engaging story formats, rather than simply broadcasting a message in a traditional ad format .... it's easier to review the material than articulate it here ...
First we have the Met's campaign to stop young men stabbing each other.
It uses the ability within a YouTube video to link directly to another, and therefore allows the viewer to shape the narrative of the overall experience with the choices they make.
It's a great effort. Truthfully we can't help wonder if it isn't a little patronising, but we sincerely hope it helps. And let's face it, we need all the help we can get on this issue.
Second up is the PSA texting and driving campaign. It's a movie that's being shown in schools. It's very powerful stuff. We're not sure what the overall plan is to get this content in front of the young driving audience who need it (and maybe the older drivers too?) but again, we hope that it is tremendously successful in getting the message out that texting and driving really is fatally bad idea.