I love this campaign, because everyone acts different when they’re on camera. So while it gives the target audience that feeling of “Oh, we should be doing something about this”, it doesn’t embarrass them, because they aren’t actually capable of doing something at that moment. At first I thought it would be more effective if they could actually do something to stop the violence, but now I realize that this might have a greater impact on the way they will behave in the future. Rather than just being some fun game, it gets them to participate, but in a way that fully plays on their emotions. Next time they feel that way, they’ll hopefully remember this campaign.
Another thought: I know it’s earth day and we want to save paper, but maybe they should have had the “victims” handing out ravecards with the 4 tips. That way people won’t leave only thinking about the cool concept, and the actual objective of teaching the tips will be met. Also, integrated communications strategies are always most effective. While an interactive billboard campaign is awesome, it’s always good to hit the consumers from other directions (print, tv, etc). Awesome campaign though.
(Via: Ads of the World)