The first of the FDA’s new “The Real Cost” campaign rolled out last month:
Just plain awful, but what do you expect from a government funded ad campaign. Why people continue to believe that shock advertising works is beyond me.
This ad is targeted at 12-17 year old kids. This age range is highly impressionable, but also doesn’t want to be told what to do. So what’s the most ineffective way to reach this market? Tell them what they shouldn’t be doing and make the visual so completely outrageous that kids simply won’t believe it.
Oh, and make sure that you talk down to your target audience in the process. Because all teenagers want to be seen as little kids that need to be told what to do.
Teenagers see themselves as adults who are trapped. They want to make their own decisions, but they’re still living under their parents’ roof. The last thing they want to hear is a preachy message from an adult telling them what they should or shouldn’t be doing.
If creators of these ads would look at them through the eyes of their target market, there would be a very different result.