EMDA 'The Wrong Movie' Stunt Provides Firsthand Dementia Experience
Senduran Bhakthakumaran — February 29, 2012 — Marketing
References: adsoftheworld & creativecriminals
The EMDA 'The Wrong Movie' video depicts a publicity stunt done by the Israeli Alzheimer Association to bring awareness to Israeli citizens. The idea was simple and highly effective; commercial movie visitors had taken their seats and were anticipating the movie they had come to see, but when the movie began to play the civilians quickly realized that the feature film they were viewing was not what they had come for.
Confusion quickly took over the auditorium and the people began to wonder if it was their own mistake for having sat in the wrong theater or if the cinema was to blame. Eventually the playing movie was cut and an advert appeared explaining that there were no mistakes made and that the civilians now knew exactly what victims of Alzheimer's disease had to endure nearly everyday. The most effective way of teaching somebody is through experience, therefore such practical forms of advertising can be seen as the best. The impact of this stunt showed through exponential growth in online Israeli awareness for Alzheimer's.
Confusion quickly took over the auditorium and the people began to wonder if it was their own mistake for having sat in the wrong theater or if the cinema was to blame. Eventually the playing movie was cut and an advert appeared explaining that there were no mistakes made and that the civilians now knew exactly what victims of Alzheimer's disease had to endure nearly everyday. The most effective way of teaching somebody is through experience, therefore such practical forms of advertising can be seen as the best. The impact of this stunt showed through exponential growth in online Israeli awareness for Alzheimer's.
Trend Themes
1. Practical Advertising - Creating immersive experiences for the audience through practical forms of advertising.
2. Experiential Education - Using experiential methods to teach and raise awareness about specific issues.
3. Online Awareness Campaigns - Leveraging online platforms to create exponential growth in awareness for a cause.
Industry Implications
1. Advertising and Marketing - Opportunity for advertisers to develop immersive and impactful campaigns using practical advertising methods.
2. Education and Training - Potential for educators and trainers to utilize experiential education methods to teach complex topics and raise awareness.
3. Digital Media and Technology - Online platforms can be utilized to launch effective awareness campaigns and reach a wider audience.
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