Wickipedia defines Shock Advertising as "a form of advertising where social or moral boundaries are pushed in order to create buzz and controversy. It depends on the mantra "there's no such thing as bad publicity." In the above example from the Brazil government, you can see that the definition of shock advertising is embraced.

Implications - Advertisements that drive shock value have become more popular amongst the years, especially when advertising for causes and charities. The reason behind this is because audiences need to understand the hard impact of diseases, accidents, etc. Additionally to using a shock factor, the advertisements have to use their media wisely to deliver as much impact as possible.