In the fight against the coronavirus, public administrations use many weapons. Of course, there are the direct measures, such as the rules of confinements and the closures of certain activities. With them certain behaviors are limited in a direct way.But in addition to these direct actions, other indirect actions are also carried out. This is what happens with institutional advertising, which has established itself in recent months as one of the recurring elements to educate citizens to act in the most responsible way possible and to follow safety and hygiene recommendations to stop progress. of the coronavirus.Although at first brands and companies stopped advertising and, except for the first early adopters, did not quickly incorporate the virus in their advertising messages, the different agencies and public authorities around the world did quickly carry out institutional campaigns on the coronavirus and about what the population should do.The first campaigns were highly informative and somewhat aseptic. That is, they transmitted recommendations on what should be done and reassured the population by explaining what the disease was and how citizens should behave.In general, everything still had a certain feel good touch. The explanations were given with animations or with more or less positive messages. In that first stage of institutional publicity it was, in fact, when the little song of the Vietnamese Ministry of Health went highly viral with a dance to wash hands.
At the same time, institutional advertising abounded in the campaigns of the various Singapore Email List agencies linked to tourist destinations, with optimistic images of what would come in the future. It was a we are waiting for you full of good vibes.This was the first stage. The second has already passed to tremendous advertising, impact campaigns that used shock advertising to raise awareness that the disease was dangerous and that we should not be vectors of contagion.The institutional advertising wanted to surprise, to strike and to mourn and used all possible resources to do so. The campaign of the Ministry of Health came to show a coffin and that of the Government of the Canary Islands spoke of the “last gift”. The fun campaigns – New York put out one on those same dates – failed to catch on with viewers.
And, although all this was happening at the beginning of October (a date very close on the calendar, but very distant in the year of the coronavirus), institutional advertising campaigns have already evolved again. We have entered a third phase, in which what triumphs is emotional advertising.The German viral campaignThe best example of this is the campaign that Germany has launched to raise awareness among young people. The campaign is not dramatic, tragic and to create shock. It makes you cry, but it makes you cry with emotion (like a classic Christmas advertisement) and not so much because of the tragedy that unfolds in front of you.An old man tells on camera, in the distant future, what the young people of 2020 had to do.
It starts off as one of those epic stories and as if it were going to tell us a little war battle, but it ends up lying on the couch in front of the TV. They are asked to remain “lazy as raccoons.”The ad is part of a series of several, all on the same line. The campaign has received some criticism in Germany, as recalled in Verne , by the tabloid press, which considers it little epic and little on the level of wartime campaigns. They are the exception. The German campaign quickly went viral on social media. On Twitter, people from different countries were subtitling it in their languages, making the message amplify. The applause for the campaign followed one another.She was emotional, surprising and, above all, she had managed to reach her target audience, the millennial and the Z, not only in her country, but also outside of it.