I shared a great public service initiative last week in the
pop-up gun store with the alternative labels.
This week, I want to share another one that I found through the same
issue of AdWeek, this time in The
Year in Creative summary (which is worth reading all the way through BTW).
This initiative also takes an alternative approach. They use the “adult video” format to
demonstrate proper breast and testicular self-checks. They inserted (pardon the pun) these
demonstrations right in the middle of the scene that viewers were probably
watching for other reasons.
You can see a description of the campaign on Vimeo here:
Warning – although they cover up the key body parts, you can pretty much see
the adult action in the background so you might want to avoid watching this at
work or with your kids.
What makes these two campaigns similar to each other, and
effective on the market, is that they exploit domains that is already popular
(guns and porn) to get engagement from the target audience. Then they insert
the public service message.
Of course, there is a key difference as well. The one last week used a gun store to promote
an anti-gun message. This one uses porn
but it is not an anti-porn or anti-trafficking message. The message complements (and maybe even
compliments) the domain rather than contradicting it.
