For years, the campaigns of traffic management agencies and accident victims’ associations were among the harshest that could be seen on television. The stories were always dramatic, the images shocking, and the message tough. Shocking advertising was used to remind people of the importance of following the rules of the road and to warn of the dire consequences of not doing so. The ads functioned as an alert to surfers, as awareness campaigns against the coronavirus are doing now.If at first the public campaigns focused on transmitting reliable information or had a feel good touch, now they are looking for the impact and the emotional blow.
Far are the optimistic Turkmenistan Email List campaigns about the moment when we would return to normality (which dominated in the advertising of tourist destinations ) or the good-roll recommendations of what to do to prevent the virus (such as the Vietnamese ad that went viral with a catchy song and a matching handwash dance). Now the commercials, and that is the global trend, are becoming dramatic and tragic. They want to remind viewers of all that is at stake.One of the clear examples is the campaign of the Ministry of Health, which uses a nursery rhyme to promote the message. At the rhythm of pin, pan and out, they show us black and white images of the consequences of the coronavirus, coffin included. The campaign seeks to reach young people and raise their awareness.
Of course, he had his criticisms on social networks, but the truth is that he is simply within the advertising trend of the moment in raising awareness against the coronavirus.The spirit of the campaign is similar, in fact, to the one behind the institutional publicity of the Canarian government about the disease. The campaign of the Government of the Canary Islands in which a family birthday ended with the grandfather admitted to the ICU because of the coronavirus went viral a few months ago, although that was not the only awareness campaign of the island administration.Another of the ads shows a lively party, worthy of a summer beer commercial, that ends with his assistants admitted to a hospital. It is graphic and it is dramatic.So is the Scottish campaign (also viral) in which the health authorities warn about the ease of contagion.
The campaign debuted on Twitter and shows a young woman filling her home – and her loved one of a certain age – with the trail of the virus. We know this because the campaign colors the viral load. It is a stain that is spreading.Raise awareness and actThose are the ads that end up going viral and being commented on on social networks. Public campaigns that play with humor or positive winks do not end up having the traction they would have achieved in March.One only has to think of the New York campaign to raise awareness of the use of masks that the actor Paul Rudd, the American Jordi Hurtado , stars in , playing with the idea that he is an eternal young person. A few months ago I would have ‘broken’ the internet. Now not so much.