Video: The power of positive messaging
- Tue, May 10 2011
- Filed under: Marketing essentials
So many public service announcements and nonprofit ads feature doom and gloom, negative messaging and fear. And lots of statistics. I believe these aren’t the most motivating of choices. People tune out things that make them uncomfortable or confused. Negativity works well if you want to scare people into opposition or inaction - but it’s not great for effecting positive change.
Here’s a lovely example of positivity. It was Oscio’s campaign of the year.
Comments
Amazing video! One of the best I’ve ever seen for a cause. Inspiring to all of us who try to tell the story of our cause in pictures. Thanks for sharing.
Nice video…cool simple special effects, but what evidence is there that this video had the intended results—higher use of seat belts? That’s the bottom line, right? Not just anecdotal responses of some people who saw it like me. Does the government that sponsored it have any solid reason to believe it—and not something else—caused greater seat belt usage?
Great question, Chuck. This is probably one of the most viewed PSAs ever on YouTube but in the end, it’s the impact that matters. Here’s an interview from last year on that with the Sussex folks: http://osocio.org/message/round_table_how_a_local_campaign_went_global_embrace_life/