Comments on: Don’t smoke, don’t do drugs, don’t have sex. And now a different approach. http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach Marketing ideas for navigating a consumer driven world Sat, 11 Feb 2012 01:07:35 +0000 hourly 1 http://wordpress.org/?v=3.3 By: Jonathan Trenn http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-3006 Jonathan Trenn Wed, 23 Dec 2009 08:52:02 +0000 http://edwardboches.com/?p=3021#comment-3006 From what I remember, the anti-meth ads in Montana did well. Great shock value. http://www.montanameth.org/View_Ads/index.php But regarding this ad...I don't know. It seems as if it's targeted toward conscientious kids - kids who already may be leaning against drinking and driving and ad like this reminds them of that. So, as you wrote, if it saves one life it was worth it. And it may well do that as many kids can grasp what can happen with drinking and driving. The kids that are hard core? Or just don't give a shit? I don't think it will have an effect. The gray haired actor, the Pope, the Dalai Lama are all fine to use, but the kids that are more concerned about the rebellious and fun part of getting drunk are looking to rebel and have fun. They're not concerned about the family whose life they spared. .-= Jonathan Trenn´s last blog ..<a href="http://digitalstreetjournal.com/wordpress/?p=390" rel="nofollow">Three lost months</a> =-. From what I remember, the anti-meth ads in Montana did well. Great shock value.

http://www.montanameth.org/View_Ads/index.php

But regarding this ad…I don’t know. It seems as if it’s targeted toward conscientious kids – kids who already may be leaning against drinking and driving and ad like this reminds them of that. So, as you wrote, if it saves one life it was worth it. And it may well do that as many kids can grasp what can happen with drinking and driving.

The kids that are hard core? Or just don’t give a shit? I don’t think it will have an effect. The gray haired actor, the Pope, the Dalai Lama are all fine to use, but the kids that are more concerned about the rebellious and fun part of getting drunk are looking to rebel and have fun. They’re not concerned about the family whose life they spared.
.-= Jonathan Trenn´s last blog ..Three lost months =-.

]]> By: JeReviens http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-2999 JeReviens Tue, 22 Dec 2009 05:09:42 +0000 http://edwardboches.com/?p=3021#comment-2999 I totally agree with the concept. Trouble is, I just don't find this approach compelling enough. I live in a suburb outside of NYC and have a teenager. This just wouldn't resonate at all with the kids I know - or even the adults. Everyone nods sagely and agrees, but no one really applies it to themselves - especially not teens. Hate to always go for shock value, but the first rule is to capture attention and this somehow misses the mark. I'm a big proponent of the 'Tell a Story' school. This is a great theme - needs a better story, IMO. I totally agree with the concept. Trouble is, I just don’t find this approach compelling enough. I live in a suburb outside of NYC and have a teenager. This just wouldn’t resonate at all with the kids I know – or even the adults. Everyone nods sagely and agrees, but no one really applies it to themselves – especially not teens.

Hate to always go for shock value, but the first rule is to capture attention and this somehow misses the mark. I’m a big proponent of the ‘Tell a Story’ school. This is a great theme – needs a better story, IMO.

]]> By: edward boches http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-2988 edward boches Mon, 21 Dec 2009 17:32:48 +0000 http://edwardboches.com/?p=3021#comment-2988 Tenley, Will try and have updates. In meantime, if I find other examples will share. Tenley,
Will try and have updates. In meantime, if I find other examples will share.

]]> By: Tenley Wilson http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-2985 Tenley Wilson Mon, 21 Dec 2009 15:37:24 +0000 http://edwardboches.com/?p=3021#comment-2985 Hi Edward, I think this approach is absolutely going to capture the attention of young people (I am assuming the target audience is Millennials?). It is slightly sarcastic, of course, but also taps into the feeling of hope and endless opportunity that young people have. It encourages them to rebel against the norm, and who doesn't love defying the status quo? I would love to learn more about other positive deviance approaches and whether or not they were received well, as well as how successful this campaign turns out to be. Hi Edward,

I think this approach is absolutely going to capture the attention of young people (I am assuming the target audience is Millennials?). It is slightly sarcastic, of course, but also taps into the feeling of hope and endless opportunity that young people have. It encourages them to rebel against the norm, and who doesn’t love defying the status quo?

I would love to learn more about other positive deviance approaches and whether or not they were received well, as well as how successful this campaign turns out to be.

]]> By: edward boches http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-2984 edward boches Mon, 21 Dec 2009 14:07:23 +0000 http://edwardboches.com/?p=3021#comment-2984 Heather, Great comments. You are right. And in too many cases agencies and organizations make PSAs so they can feel better about themselves. But while it's only an ad, they're all only ads, perhaps it does help. If one or two of those "friends" you refer to celebrate or encourage or respect each other for good decisions, then maybe it prevents a mistake or even saves a life. Trust is key, I always tell my kids as they get closer to the age that if they are ever in that kind of situation, drunk or with friends who are they always have an out. Call. We even talk about secret codes so they avoid being embarrassed. As for your last example, let's hope that's not necessary. Heather,
Great comments. You are right. And in too many cases agencies and organizations make PSAs so they can feel better about themselves. But while it’s only an ad, they’re all only ads, perhaps it does help. If one or two of those “friends” you refer to celebrate or encourage or respect each other for good decisions, then maybe it prevents a mistake or even saves a life. Trust is key, I always tell my kids as they get closer to the age that if they are ever in that kind of situation, drunk or with friends who are they always have an out. Call. We even talk about secret codes so they avoid being embarrassed. As for your last example, let’s hope that’s not necessary.

]]> By: howlvenice http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-2979 howlvenice Mon, 21 Dec 2009 08:08:49 +0000 http://edwardboches.com/?p=3021#comment-2979 This is a refreshing approach to a very important theme, and for that Mullen should be applauded. I also think the UK PSA was effective because shock can be a wake up call. But as a mother of a teenager who's starting out on this journey, I can say this: no matter what, these are just ads. That's all..just ads. I'm not saying don't make them, but honestly, they are not really going to have any major impact. Three things change teenagers' minds. One: Friends..if their friends think it's important to appoint a designated driver, and they support that individual, there's a good chance they'll get home safely that night. Two: Parents...if parents bring their children up to respect themselves and life, there's a very good chance they'll be responsible enough to know when to stop drinking, or at least call for a ride home. Three... and last, if someone they know is involved in an accident...if tragedy becomes personal (and this is true for all of us), it's a very powerful tool. So we should continue to make these ads, all kinds of ads, speeches, videos, whatever...at least teenagers can't say they weren't warned. But let's hope the environment, the family and the friends around these kids reinforce the message every day so they never forget, it only takes a second. .-= howlvenice´s last blog ..<a href="http://howlvenice.com/whats-in-a-name-bing-by-any-other-name-would" rel="nofollow">What's in a name? Bing by any other name would....</a> =-. This is a refreshing approach to a very important theme, and for that Mullen should be applauded. I also think the UK PSA was effective because shock can be a wake up call. But as a mother of a teenager who’s starting out on this journey, I can say this: no matter what, these are just ads.

That’s all..just ads.

I’m not saying don’t make them, but honestly, they are not really going to have any major impact.

Three things change teenagers’ minds.
One: Friends..if their friends think it’s important to appoint a designated driver, and they support that individual, there’s a good chance they’ll get home safely that night.

Two: Parents…if parents bring their children up to respect themselves and life, there’s a very good chance they’ll be responsible enough to know when to stop drinking, or at least call for a ride home.

Three… and last, if someone they know is involved in an accident…if tragedy becomes personal (and this is true for all of us), it’s a very powerful tool.

So we should continue to make these ads, all kinds of ads, speeches, videos, whatever…at least teenagers can’t say they weren’t warned. But let’s hope the environment, the family and the friends around these kids reinforce the message every day so they never forget, it only takes a second.
.-= howlvenice´s last blog ..What’s in a name? Bing by any other name would…. =-.

]]> By: Jeff Shattuck http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-2965 Jeff Shattuck Sun, 20 Dec 2009 19:11:55 +0000 http://edwardboches.com/?p=3021#comment-2965 Edward, No, not much anti-sin advertising has appealed to me. Personally, I think drugs should be legal -- or at least decriminalized! Wait, Down Under there was a campaign done that used actual cars from drink driving incidents. What was left of the cars was put up on billboards. I liked this approach, because it was concrete, credible and, I hope, convincing. Jeff .-= Jeff Shattuck´s last blog ..<a href="http://www.cerebellumblues.com/blog/2009/12/20/for-love-or-money-part-one-of-a-three-part-series.html" rel="nofollow">For love or money? Part one of a three-part series.</a> =-. Edward,

No, not much anti-sin advertising has appealed to me. Personally, I think drugs should be legal — or at least decriminalized!

Wait, Down Under there was a campaign done that used actual cars from drink driving incidents. What was left of the cars was put up on billboards. I liked this approach, because it was concrete, credible and, I hope, convincing.

Jeff
.-= Jeff Shattuck´s last blog ..For love or money? Part one of a three-part series. =-.

]]> By: edward boches http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-2955 edward boches Sun, 20 Dec 2009 15:51:13 +0000 http://edwardboches.com/?p=3021#comment-2955 Lynn: The term is a scientific behavioral term. Does not imply that anyone *is* a deviant, but rather it's attempting to inspire behavior that *deviates* from the norm. It does sound odd, but I didn't invent it. Thanks for your comment. Lynn:
The term is a scientific behavioral term. Does not imply that anyone *is* a deviant, but rather it’s attempting to inspire behavior that *deviates* from the norm. It does sound odd, but I didn’t invent it.
Thanks for your comment.

]]> By: Paul Zink http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-2954 Paul Zink Sun, 20 Dec 2009 15:15:17 +0000 http://edwardboches.com/?p=3021#comment-2954 Edward, I don't know the full history of British PSAs on this topic, so perhaps its realism and shock value was more attention-getting over there than it would be here. Perhaps not. Perhaps it was targeting parents rather than teens. As for determining real effectiveness: that's a problem with most PSAs dealing with behavior modification. Maybe you could track the spot's persuasiveness by adding a toll-free number and URL at the end, offering a free booklet, "10 Ways to Say 'No' to a Drink." Edward, I don’t know the full history of British PSAs on this topic, so perhaps its realism and shock value was more attention-getting over there than it would be here. Perhaps not. Perhaps it was targeting parents rather than teens. As for determining real effectiveness: that’s a problem with most PSAs dealing with behavior modification. Maybe you could track the spot’s persuasiveness by adding a toll-free number and URL at the end, offering a free booklet, “10 Ways to Say ‘No’ to a Drink.”

]]> By: Mariano http://edwardboches.com/don%e2%80%99t-smoke-don%e2%80%99t-do-drugs-don%e2%80%99t-have-sex-and-now-a-different-approach/comment-page-1#comment-2951 Mariano Sun, 20 Dec 2009 05:18:56 +0000 http://edwardboches.com/?p=3021#comment-2951 Very effective. Instead of being preached to, I felt connected with the subject of the commercial. It's demonstrated time and time again throughout life that positive reinforcement is far more effective than negative, and I'd love to see more campaigns like this one. That said, I thought Gene's comment was really interesting. Because people like the ones commenting here probably identify more with the subject of the commercial. The true test would be your target audience. Please keep us up-to-date on how this is received! I'm really curious! .-= Mariano´s last blog ..<a href="http://feedproxy.google.com/~r/TheWebAndYou/~3/e8e3K39Kyqk/" rel="nofollow">Your Facebook with a Cold</a> =-. Very effective. Instead of being preached to, I felt connected with the subject of the commercial. It’s demonstrated time and time again throughout life that positive reinforcement is far more effective than negative, and I’d love to see more campaigns like this one.

That said, I thought Gene’s comment was really interesting. Because people like the ones commenting here probably identify more with the subject of the commercial. The true test would be your target audience.

Please keep us up-to-date on how this is received! I’m really curious!
.-= Mariano´s last blog ..Your Facebook with a Cold =-.

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