How to reach today's teenager
Who did not have to sit through
the school assembly and listen to the adults tell you about the dangers of
smoking? “Do not smoke” they say in a monotone voice and you twitch and turn,
hiding your yawn under your sweatshirt.
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| With cellphones and tablets galore, it is almost impossible to get teenagers attention anymore... |
Let's be honest...
Teenagers are a difficult audience to successfully market to. They do not want to hear adults tell them what to do. They do not want to be spoken down to. They do not react or respond to the traditional public service announcement. To reach teenagers, you need to think like a teenager and talk "straight to them”.
The Food and Drug Administration understand that, and their latest PSA campaign effectively ties directly into what our class is all about--effectively taping into the Groundswell by speaking directly to the consumers.
They most recent campaign is called “The Real Cost” and was launched nationally on February 11, 2014 across multiple media platforms including TV, radio, print, and online. The campaign will continue to air in more than 200 markets across the country for at least one year
This ad series directly target teenagers by addressing their desire to ;
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| We are all Calvin sometimes... |
Teenagers are a difficult audience to successfully market to. They do not want to hear adults tell them what to do. They do not want to be spoken down to. They do not react or respond to the traditional public service announcement. To reach teenagers, you need to think like a teenager and talk "straight to them”.
The Food and Drug Administration understand that, and their latest PSA campaign effectively ties directly into what our class is all about--effectively taping into the Groundswell by speaking directly to the consumers.
They most recent campaign is called “The Real Cost” and was launched nationally on February 11, 2014 across multiple media platforms including TV, radio, print, and online. The campaign will continue to air in more than 200 markets across the country for at least one year
This ad series directly target teenagers by addressing their desire to ;
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Take care of their physical appearances
In these ad, the teenagers need to give up their teeth and nice skin in order to smoke.
In these ad, the teenagers need to give up their teeth and nice skin in order to smoke.
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Be independent and not bullied
o
In this
ad, we have the personification of the cigarette as a bully. When you put the
cigarette as a bully (taking your money, telling you to go outside), you make
the teenager look like the victim of a bully- a position that no teenager wants
to be in.
In this example, the
FDA is using the viral videos to “punch
through the noise (p.124)”. Traditional advertising, or the typical
parental speech of “just say no”, is not cutting it anymore. By reaching out
and touching the teenager on what they care about, the ad is a lot more
effective.
However, this add is not only unique because of the content, but also because of the way it was distributed. Instead of pamphlets or brochures, these ads can be found on Youtube and on Hulu- websites that generate a lot of traffic (by mostly teenagers).On YouTube, these ads have been seen by over 500,000 times, which is impressive. On hulu, these ads can be found
They are going viral with this content. As can be seen with
However, this add is not only unique because of the content, but also because of the way it was distributed. Instead of pamphlets or brochures, these ads can be found on Youtube and on Hulu- websites that generate a lot of traffic (by mostly teenagers).On YouTube, these ads have been seen by over 500,000 times, which is impressive. On hulu, these ads can be found
FDA's goal is to keep “The Real Cost” campaign
authentic through a peer-to-peer approach. Thus, “The Real Cost” campaign
website (www.therealcost.gov8) and social channels are intended for
teens.
They are going viral with this content. As can be seen with
This ad campaign is fascinating and hopefully will bear fruits since teenage smoking is a great public health issue.
Very interesting how FDA is being creative. I'm wondering, was there any studies done on whether these kind of campaigns changing teenagers' minds of smoking.
ReplyDeleteI can see how the You Tube PSA ads would be very effective due to their shock value. Very clever way to get across a serious message to our youth about the dangers of smoking.
ReplyDelete