Two completely different ways to create awareness
Posted on 27. Jan, 2010 by Jonathan Cherry in Advertising
The first – a French AIDS awareness PSA, which makes use of stop-motion animation, a fun, engaging music score and slightly NSFW imagery.
The second – a conflict diamond PSA which through the use of grading and a very serious backing track manages to make us want to throw ourselves out of the office window in despair. [thanks Clinton]
Both have entirely different messages and objectives – but jointly the intention behind them is to heighten public awareness of an issue. Which one does a better job for you?
2 Responses to “Two completely different ways to create awareness”
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Gary Ashwal
27. Jan, 2010
Thanks for posting. I had seen the first before but not the second. I think I would change the post title to “Two completely different PSAs” because there are some many other ways to create awareness.
As for which does a better job: The first appears to strive for more than awareness, because it actually demonstrate the moment of behavior change (putting on condom) and the potential benefit (obvious here as demonstrated in video).
The second is immensely disturbing, both because it does not shy away from showing us a dead body and because it flips our expectation by removing diamonds not bullets. It is even more hopeless because it doesn’t offer as simple of a solution.
I am trying to imagine how I would produce the conflict diamond one with fun animation and zippy music. You know there probably is a way. I am sure there are many examples of somber put-a-condom-on PSAs with the same visual tone and music as the conflict diamonds spot here.
I guess my point is: how can you really compare them? I would certainly share the first with friends because it is funny and creative but not the second because it is not so fun to watch (not that that is the goal)
Jonathan Cherry
28. Jan, 2010
Gary – they’re in the same category of advertising because they’re ads produced with the objective of bring about awareness.
The one does it through encouragement the other is a bit more preachy. I guess that’s what we were feeling when we watched them back to back.
We’re comparing them as ‘awareness’ communication. Preach vs teach.