Amputated legs and soda — what is the message?
By Mike Cordrey
Is it too much for the average New York commuter to see amputated legs linked to a soda?
While on their way to the Super Bowl parade on Tuesday morning, Giants fans in New York City were being reminded of one of the most dangerous diseases of our time — diabetes. It is among the most common health conditions in the United States, with 20 million Americans diagnosed to date. The cost to our country? A staggering $174 billion.
A debate rages in New York between public health officials, medical professionals and the public about whether the scare tactics of Mayor Bloomberg’s latest public health campaign work. Is it too much for the average New York commuter to see amputated legs linked to a soda? AB&C has been developing public health messages for decades and, based on our focus groups, shocking images work.
When developing public health messages, we have a choice — do we challenge people to do better, as with a campaign like my7minutes.com, or do we shock people into action as Mayor Bloomberg has chosen to do? Either way, we have to create messages that engage the consumer and motivate behavior change.
By 2015, one in three Americans is expected to be living with diabetes. If you live in the New York City area and want to learn more about diabetes, go to http://www.friedmandiabetesinstitute.com/.
Sources:
http://www.nytimes.com/2012/01/25/nyregion/in-health-dept-ad-photoshop-not-diabetes-took-leg.html]
Posted on 02-8-12, By Mike Cordrey
If ads don't at least raise an eyebrow (or capture the attention), they're ineffective. I vividly remember a campaign that made a huge impact upon me. As a teen, it was a poster featuring a close-up shot of a typical high school teenage boy. His face was terribly scarred up from multiple lacerations. The tag basically said: Not everyone who drinks and drives dies … I assure you, it was shocking, but absolutely made an impact. I thought of that many times in the years following when facing the situation of getting into a car with a drunk driver. I think that campaign was so moving, it motivated me to get into marketing/advertising.
Perhaps this campaign will reach someone the next time they’re asked if they want to supersize their combo meal. Or, maybe they’ll skip the fast food altogether. Something has to be done!