Public Service Advertising is a tricky kind of area. Road safety ads, anti-drugs ads, alcohol awareness ads and all other public service ads are often accused of being ineffective or talking down to audiences or a whole host of other things. The truth is it's really difficult area to advertise. It's hard not to talk down to people when you're trying to encourage them to change their long-term habits. You're also trying to convince people that you, or more specifically the government, knows better than they do. Who likes being told that they don't know what's best for themselves? Of course there are excellent and successful public service ads out there but so many ads try to communicate to people on their own level but fail miserably.
This ad from the State Government of Perth, created by 303 in Perth, takes a very simple and straightforward approach to advertising road safety and I think they've done a great job:
You could argue that this one is just as ineffective, and maybe you'll be right, but I'd have to disagree. I like the way they've taken a very rational, level-headed approach. It's beautifully shot and the music is just perfect and I think it's a really really good way of getting people to at least think about the way they drive. It doesn't talk down to people or treat them like morons. It doesn't need to shock and disturb people. It just speaks simply to people in a non-patronising way. Even if you ignore the message about slowing down on the roads it promotes a nice way to go about your daily life, something which most of us don't really take the time to think about. Bravo I say, bravo.
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