We've all watched the "Truth Against Tobacco" ads. From the one that had body parts strewn everywhere, to the people just collapsing outside of the office of a 'Big Tobacco' company, to the one where the guy sings through a mechanical larynx, these ads were thought provoking and sometimes disturbing. They always seemed like they did a decent job at discouraging people, especially kids and teens, away from nicotine but does that kind of advertisement work anymore?
More and more lately, I'm starting to see a trend that involves using graphic images to portray the advertiser's point. The one that hits me the most is The Montana Meth Project.
"The Meth Project is the largest advertiser in Montana, reaching 70-90% of teens three times a week. This is saturation-level advertising.
The research-based messaging campaign—which graphically portrays the ravages of Meth use through television, radio, billboards, and Internet ads—has gained nationwide attention for its uncompromising approach and demonstrated impact. The campaign's core message, "Not Even Once®," speaks directly to the highly addictive nature of Meth."
-Montana Meth Project (www.montanameth.org)
The Meth Project has advertisements in the print, television and radio industries. They combine graphic images with simple sentences that induce the viewer to think about the situation and how it would affect their lives. The advertisers try to come up with scenarios that would be prevalent to teens such as partying, hooking up, putting on makeup with friends and having a boyfriend/girlfriend. I really believe that these advertisements are so effective because they are so blunt about meth and what happens when you use it.
America isn't the only country using blunt advertising. Britain recently came up with a public service announcement that shows the consequences of teens texting while driving. (Not to say that its safe for adults to text and drive either.) This is a really good example of what could happen when you text and drive and I think its a step in the right direction, however my only issue with the video is that it exemplifies a lot of bad habits for driving. The girls are all laughing and talking and looking around, they aren't just driving and texting and I wish that the advertisers would discuss those issues as well.
Check the PSA out here: http://www.youtube.com/watch?v=R0LCmStIw9E
The Montana Meth Project: www.montanameth.org
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