Advertising: Shock Tactics - Safety Belts

My second post on this blog covered Australian Vs UK road safety government advertisements, and I would like to take the opportunity to extend this section into safety belt advertisements. Again governments like using shock tactics to convince people to look out for not only their safety, but of those their friends and families as well as means of getting their messages across more effectively.

Before I divulge into advertising from a purely British perspective, advertising of which you are more than likely to have come across, I would also like to bring you an advertisement from Lebanon which literally made my hair stand on end. This is an advertisement which should be played around the world in my opinion:

Heaven Can Wait



Heaven can wait is a message which sent shivers down my spine and gave me goosebumps, which if viewed with full attention, I'm sure was the same for you as well. The fact that the "ghost" was trying to release the soul by pressing the belt-buckle unsuccessfully due to being a non-entity, was in my opinion, shudderingly effective.

The following advertisement is one which you will have come across on television in the UK regarding a scenario of pre and post buckling up in the car:

Seat Belts In Reverse



I find this advertisement extremely effective for youngsters who have just passed their tests or are not paying attention in their entirety when driving with friends. Everyone, myself included, can admit to being pre-occupied when friends are present in the car and only due to being brought up with a strict "have you got your seat belt on?" policy, have I made sure that all of my friends "buckle up" before I set off on my journey.

One of the most effective at the time in my opinion was the following seat belt advertisement:

Julie's Killer


What made this advertisement really hit home when I first witnessed this advertisement as you do not expect the outcome due to the narrative process. I found myself sitting there, watching and wondering who this killer was in the suspect van following the family. Was it their father, uncle, aunt or dodgy neighbour? Alas, it was simply the lack of seat belt and I feel that how the narrative deters the viewer from the actual cause of death was extremely realistic and powerful in its nature.

More recently, the following post-watershed advertisement is one which those that live in the UK will have come across and were probably shocked by:



This advertisement in my opinion is less effective than the Lebanese advertisement in the sense that, although it was graphic and made me take notice, it had less stopping power.

Which of the advertisements were the most effective to you?

Advertising - Australia Vs UK: Shock-Tactics

This is a terrific series of advertisements produced in Australia in order to curb the rising drug drivers on the streets. The video is edited beautifully but must warn those who are slightly squeemish that there is one graphic scene. Perhaps shock-tactics such as these will make people pay closer attention to the consequences of their actions.





Some may complain that these advertisements are not suitable for daytime viewing, however I have to disagree in the sense that younger adolescents need to become more aware about the increased danger they pose to others whilst becoming intoxicated.

The fact that Australia poses a "firm but fair" strategy in their advertising without caring what sort of responses arise from their governmental messages are admirable, and a stance which the UK are starting to increasingly implement with their road safety advertisements, such as the shocking example below:



This extremely controversial advertisement could EASILY have been real footage released by a parent to show the dangers of crossing the road without looking, however it was in fact produced and thankfully noone was hurt in the making of it.

In my opinion this is far more effective than the rubbish drink-driving advertisement's being produced these days such as the one below:



As this post indicates, shock-tactics are regularly introduced to the Australian public. This particular speeding advertisement is shot from the perspective of a young Australian police officer depicting a regular day on the job.



Between the Australian and UK advertisements... which do you feel is the most effective? I know which ones works for me.

James