Although the MADD Fall 2011 ad campaign does not set out to compare the regret of getting a tattoo to the regret of driving while drunk, there are some superficial similarities there that will surely drive home the message. Ultimately, the MADD Fall 2011 campaign shows how permanent the guilt is over killing someone because of drunk driving.
Conceived and executed by Canadian ad agency Innocean Worldwide, the MADD Fall 2011 ad campaign reads, "The consequences stay with you forever. If you drink, don't drive." Although not as gruesome a campaign as it could have been, it still strikes a cord. It is this emotional impact that Mothers Against Drunk Driving hopes to create in order to stop people from making terrible decisions while drunk.
Why This Trend Is Growing
- Permanent Consequences
- Campaigns showcasing the permanence of negative consequences may evoke emotional responses and empower people to make better decisions.
- Emotionally Impactful Messaging
- Messaging that creates an emotional impact can be effective in promoting behavior change towards social issues.
- Comparative Messaging
- Comparing the consequences of negative actions to unrelated yet relatable scenarios can be an effective approach in creating awareness and promoting change.
Industries Being Reshaped
- Advertising
- The advertising industry can create innovative campaigns that utilize emotions and thought-provoking messaging to create awareness and change behavior.
- Social Activism
- The social activism industry can utilize creative messaging to inspire action towards issues such as drunk driving and create a larger impact on societies.
- Automotive
- The automotive industry can partner with organizations such as Mothers Against Drunk Driving in creating campaigns to raise awareness and promote safer driving habits.
