We can all agree that ads can be a bit of a nuisance, but now that ad-blocking is all the rage it’s harder for important causes to attract the attention they deserve. Charities, public services and health organisations all use ads to shine a light on issues that affect our community. With more people shunning advertising, many causes have migrated towards awareness ad campaigns to convince people to listen to their message.
Awareness campaigns are a great way to shed new light on sometimes worn out issues because they tug at our emotions and encourage us to think twice about our attitudes and behaviour. The most successful campaigns are the ones that are creative yet still rooted in truth, like the Worksafe ads that portray horrific workplace accidents. These ads portray situations we can all relate to so we are more likely to see them as a welcomed interruptions rather than an annoyance.
Even though pop-ups might get on our nerves, not all advertising is designed to irritate. It’s important for causes to have a platform to spread their message and it looks like awareness ads are the most effective way for them to get people to stop and listen to what they have to say.
For the full article, see Campaign Brief.