The Canadian Dermatology Association PSA is Frightful
Jordan Sowunmi — June 29, 2011 — Social Good
The latest Canadian Dermatology Association PSA is an attempt to remove the glitz and glamor associated with indoor tanning, known colloquially as the "fake and bake," tan.
Thanks to shows like Jersey Shore and changing beauty aesthetics, indoor tanning has become more prevalent over the last few years, much to the chagrin of skincare specialists. This Canadian Dermatology Association PSA aims to attack the strongly widespread notion that indoor tanning is safe, and does so by showing a series of calm and intent young women burning themselves by sticking their hands in toasters or placing their head on grills.
The ad was developed by Ottawa-based ad agency McMillian.
Implications - One of the most effective ways a non-profit organization can generate interest in their movement is by developing advertising that relies heavily on shock-value based humor. By attracting the eyes of the public through advertising so distressing it is almost considered a publicity stunt, the organization stands a better chance of scaring consumers into learning more.
Thanks to shows like Jersey Shore and changing beauty aesthetics, indoor tanning has become more prevalent over the last few years, much to the chagrin of skincare specialists. This Canadian Dermatology Association PSA aims to attack the strongly widespread notion that indoor tanning is safe, and does so by showing a series of calm and intent young women burning themselves by sticking their hands in toasters or placing their head on grills.
The ad was developed by Ottawa-based ad agency McMillian.
Implications - One of the most effective ways a non-profit organization can generate interest in their movement is by developing advertising that relies heavily on shock-value based humor. By attracting the eyes of the public through advertising so distressing it is almost considered a publicity stunt, the organization stands a better chance of scaring consumers into learning more.
Trend Themes
1. Shock-value Advertising - Non-profit organizations can leverage shock-value based humor in advertising to generate interest in their movement.
2. Changing Beauty Aesthetics - The prevalence of indoor tanning is influenced by changing beauty aesthetics.
3. Safety Awareness Campaigns - Safety awareness campaigns can challenge widespread notions and promote safer alternatives.
Industry Implications
1. Advertising - The advertising industry can capitalize on shock-value based humor to attract attention to campaigns.
2. Beauty and Skincare - The beauty and skincare industry can adapt to changing beauty aesthetics and offer safer alternatives to indoor tanning.
3. Non-profit Organizations - Non-profit organizations can develop safety awareness campaigns to challenge misconceptions and promote their cause.
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