Pepper Spray
Ayman — March 24, 2008 — Social Good
References: arabaquarius.blogspot
These creative public awareness ads from Thailand relay an important message. Girls & boys, always have a pepper spray ready in dangerous places.
The campaign smartly plays on the tag line “When they can’t see, they can’t hurt you” by blackening out the attacker through the range of the pepper spray.
We have three scenarios of a girl defending herself with pepper spray while being attacked in three suspicious places: Dark Street, Car Parking and a Toilet.
I find the street and parking ads very effective, as they show the attack weapon (a gun and a knife) dropped to the floor when the attacker is sprayed. Also the Toilet ad with the attacker’s pants down to his feet and the frightened victim sprawled on the floor is pretty disturbing but drives the message home.
The campaign was created by Lowe Bangkok ad agency, Thailand.
The campaign smartly plays on the tag line “When they can’t see, they can’t hurt you” by blackening out the attacker through the range of the pepper spray.
We have three scenarios of a girl defending herself with pepper spray while being attacked in three suspicious places: Dark Street, Car Parking and a Toilet.
I find the street and parking ads very effective, as they show the attack weapon (a gun and a knife) dropped to the floor when the attacker is sprayed. Also the Toilet ad with the attacker’s pants down to his feet and the frightened victim sprawled on the floor is pretty disturbing but drives the message home.
The campaign was created by Lowe Bangkok ad agency, Thailand.
Trend Themes
1. Creative Public Awareness Ads - Disruptive innovation opportunity: Explore new creative ways to raise public awareness on important issues through advertising campaigns.
2. Pepper Spray Self Defense - Disruptive innovation opportunity: Develop innovative self-defense products or techniques to empower individuals, particularly women, in dangerous situations.
3. Message-driven Advertising Campaigns - Disruptive innovation opportunity: Utilize impactful and thought-provoking messages in advertising campaigns to effectively communicate important messages to a broader audience.
Industry Implications
1. Advertising Agencies - Disruptive innovation opportunity: Embrace more socially conscious and impactful advertising campaigns for clients, focusing on important social issues like self-defense awareness.
2. Personal Safety Products - Disruptive innovation opportunity: Introduce innovative and technologically advanced personal safety products, such as enhanced pepper sprays or wearable self-defense devices.
3. Social Awareness Organizations - Disruptive innovation opportunity: Collaborate with creative agencies and brands to design and execute impactful public awareness campaigns that address pressing social concerns.
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