Just to avoid the misunderstanding – it is not going
to be an article about Darwin’s awards – I would like to write about the creative
ways of making social campaigns based on the most popular one- which was named
as the topic od this article.
When we think of social campaigns, first thing which
crosses our mind is that it need to be created in dark colors, the viewers
should be scared watching it and
we basically associate it with negative feelings. The problem is, we are used
to them and within the time we hardly notice them. Nowadays we are surrounded
by brutality- it’s everywhere in news, in games, on the Internet.
As you can see it’s completely different than a “typical”
social campaign and because of that it
was very successful not only in Australia but all around the world. For now it
has over 116 billion views on YouTube, it was played at radio stations and
shown in news all around the world for free – and it’s estimated that the
campaign gathered an estimated $60 million in earned media.
As a follow up of the camping a mobile game was created. It was based on
the same idea and it was also very successful. It became TOP 1 free app in 21
countries including USA, UK, Canada, Australia, and Germany and it reached top
100 in 101 countries.
And the most important statistic is: 21% reduction in
railway accidents and near misses followed the campaign.
Jus to shortly sum up – in my opinion it is very
important to think of a social problem in creative ways – it doesn’t mean that
every campaign about them should be happy as Dump Ways To Die but as we can see
by the results it’s important to find the new ways to attract the target
audience. To give you more samples, please find below one of the most
successful social campaigns from Poland. Let me know what you think? Do you
remember any social campaign which was interesting and you would like to share
it with us?
Sources:
Comments
Thats not how it should be done, thats a cheap emotional blackmail.
If it was a product commercial, it would probably be banned.
Anyway, i reminded myself of this social campaign parody : https://www.youtube.com/watch?v=9S75Rfva9O8
I don’t think that it necessary to create game or something that takes a lot of time. It should be short and substantive. I can’t find example of something that was shown in proper way in Poland. But recently in my opinion this is great campaign:
https://www.youtube.com/watch?v=V6-0kYhqoRo
As to social campaigns, I can't agree with the commenters that all Polish campaigns are bad. Sure, a lot of them are - but good ones also exist. For example:
Książkowe Love
Czy zamierza pan zajść w ciążę?
Jak przeżyć atak samicy
https://www.youtube.com/watch?v=bzQXjogG8zE
I think it will explain a lot.
Thank for examples - why do you think those are good campaigns? (Just what to know your point of view, not saying they are not :))
And I'm not sure, how many buses get withdrawn from the roads and salvaged after this, but it'll be hard to believe it made any difference.
Dumb Ways to Die achieved success. Some time ago was really loudly about it. I like it. I think that author shows huge society problem in an accessible way and I think that it is a great solution for such shares.
Regarding with "Smutny autobus" he touches me and I sympathize him :P The white bus is so scurvy and spiteful...
https://www.youtube.com/watch?v=juEAccZaoJ0
I think it shows that we can think creativly :)
I like “you are beautiful” campaigns and the ones that cover driving problems (seatbelts, phones, speeding). Here are some of my most favourites:
Dove – Real Beauty Sketches
Unsung hero
Speaking of trains: I don’t know how people die hit by trains. Maybe it is the result of being in a hurry or inattentive, but I do not understand that they do not look to the left and right to simply check if there is or isn’t a HUGE TRAIN ON FULL SPEED going right at them. People, if you don’t want to be late for work – leave 5 minutes earlier, do not risk your life just because you don’t want to wait a minute for the train to pass. Here’s a link to an article about people crossing the rails illegally in Warsaw.
I hate the Sad Bus campaign! The same thing goes for the new Christmas campaign that gained some popularity in the last couple of days – an older, lonely man fakes his own death and sends funeral notes to his whole family to get them spend Christmas with him. Imagine how you would feel after such deceit! I know that he was lonely and everything, I know that his family didn’t act right, but this is not a way to do it. What do you think about this ad?
I think I remember seeing part 2 somewhere? Not sure about that, it was a while ago and wasn't nearly as good as the original video if my memory is right.