OUGD601 Practical Research (Advertising Awareness)

RESEARCH

Advertising Awareness

Awareness is important to help increase brand awareness so that consumers can recognise products or services. It can also be used to convey an important or strong message to the consumer. As I want to convey an important message, which is the negative impact advertising and consumerism has on society, it is important to look at successful and unsuccessful ad campaigns to see what works.

Successful Campaigns

WWF - Give a hand to wildlife 

Saatchi & Saatchi produced six print advertisements for the campaign which captures attention in a compelling and playful way. The message is communicated clearly and simply to have a strong impact.

Birmingham Drug and Alcohol Partners - Drug Awareness

Zulu Creative created a poster trio to highlight the dangers of mixing drugs and drink, raising awareness to the real dangers of legal highs and finally to challenge the reader to what level of real knowledge they have regarding drugs and alcohol. The use of the bright fluorescent colours helps to engage and grab attention suitably within bars and clubs. Simple illustrations help to highlight the message clearly and the scanning the QR code adds the contact details of the Drug & Alchohol Partnership to the users phone. 

Intermarche - Inglorious fruits and vegtables

Advertising agency Marcel who, with the help of  photographer Patrice de Villiers, produced seven posters starring the unattractive produce. The use of colour helps to draw attention and the clean layout keeps the information short and digestible. The images help to capture the produces character so that consumers will connect with the message. The campaign was designed to help prevent food waste and to convince consumers it doesn't matter what they look like.

Samaritans - We listen

Mullenlowe created the 'we listen' campaign for Samaritans to help drive awareness for the charity and highlight the message that they really listen. The coloured copy that highlights the hidden message behind when people claim they are okay. This is a really clever way to highlight the issue, alongside is a faceless portrait which emphasises the message.

NHS - Get unhooked

The NHS use shock to help get the message across quickly and effectively, hard hitting ads such as this stick in the mind as they make people feel intentionally uncomfortable. Although this method isn't always appropriate it does help to drive home the message to stop smoking.

Awareness methods:
- Clear
- Concise information
- Engaging
- Colour 
- Illustration
- Simple
- Clever concept

Unsuccessful Campaigns

Motor Neurone Disease Association - Last summer

The ads intention was to draw on the success of the ice bucket challenge but received negative backlash as it alienated viewers. By guilt tripping viewers it ended up diluting the overall message as people don't like to be made to feel guilty.

Banardos - Giving children back their furture

Barnardo's have used controversial images and tactics such as the one above for the campaign 'Giving children back their future', but have received numerous complaints for the graphic image used. The message is clear but the shock tactic might be too much for the audience.

Overall looking at these different awareness campaigns has showed me the things that I will need to take into consideration when creating my own.