In recognition of the appointment of the new Chairman of the European Advertising Standards Alliance (EASA), Guy Parker, I have pulled together some of the most effective behaviour change adverts from across the world.
1) Thai ‘Anti-Smoking’ Ad
Why it is effective: It’s blunt, spooky and uses irony well to prove a point.
Lesson: Fear encourages change.
2) ACT ON C02 ‘Climate Change’ Ad
Why it is effective: It breaks down what potentially seems to be a big problem into smaller components, making it easier for the consumer to understand what actions they need to change.
Lesson: Keep things simple.
3) The Fun Theory ‘The World’s Deepest Bin’
Why it is effective: Fear can provoke behaviour change but that doesn’t always have to be the way. By making an activity enjoyable people are more likely to take part in it.
Lesson: Make things fun.
4) Child Road Safety “King of the Road” Ad
Why it is effective: The campaign clearly understood the audience it was aimed at and therefore a simple song and dance was all that was needed.
Lesson: Take time to understand your audience.
5) THINK “It’s 30 for a Reason” Ad
Why it is effective: The stat used (by driving at 30 MPH instead of 40 MPH can save 80% of people) provided the all important shock factor needed to spark behaviour change.
Lesson: If you have a good stat, use it!
6) Australia’s NAPCAN ‘Children See, Children Do’ Ad
Why it is effective: The children imitating the shocking behaviours of adults they were with showed the influence older people have on younger people.
Lesson: Create a “shock factor”
7) THINK “Test Your Awareness” Ad
Why it is effective: The purpose of the ad is to get the viewer hooked by playing a game before revealing the main point.
Lesson: Get your audience engaged
8) Drink Aware ‘CCTV’ Ad
Why it is effective: This advert questions the humour behind drinking. Through different clips caught on CCTV, it shows the negative effects of drinking as seen from an outsiders point of view.
Lesson: Make it applicable to real life
Have I managed to get the audience engaged?