Today's post comes from Ypulse Research Manager, Nicole Tarantino.
Every Peerent’s nightmare – sitting their Millennial down to talk about ‘serious topics'. When attempting to reach this always connected, know it all generation – especially as a brand or authority, there’s a few time-and-again proven ways to go about it.
Catch their attention with shock value.
Millennials have ten thousand things pulling their focus in opposite directions, all at the same time, so when and if you can catch their attention, it would be a shame to miss the window of opportunity. Public Service Announcements (PSAs) and advocacy groups have been using the shock value of gruesome, attention-grabbing clips to force Millennials to realize the reality of the subject for years – and it still works.
PSFK recently showcased a new PSA by charity, End7, that generates awareness about topical diseases. The PSA showed celebrities reacting to videos of those effected by tropical diseases. Afterwards, the PSA ad showed the audience what each celebrity watched. This PSA gained much attention by forcing those who would usually ignore these topics to face their reality.
One PSA I know I’ll never forget (as I’d bet most others in my generation won’t either) was when Rachael Leigh Cook showed us our brain, then showed us our brain on drugs using a frying pan and an egg as an analogy. She then went on to smash the whole kitchen to show viewers how drugs affect every aspect of life. Even though this aired in 1998, this was the first PSA that came to mind when I started to think about this form of advertising.
Shock value PSAs are proving are highly mobile, even across borders. Even though these three were meant for UK audiences, the following ads were so…