Barnardo's 'Break the Cycle' Campaign
Sandra Winn — November 30, 2008 — Marketing
References: barnardos.org.uk & coloribus
In Barnardo's latest campaign for children, 'Break the Cycle,' shockvertising is used as a way to raise drug abuse awareness.
The 'Break the Cycle' ad depicts a teen girl in the following order: trying to rob a woman for money, in jail, being smacked in the back of head by her father, who simultaneously calls her a cow; at school and unable to read, then outside in the process of overdosing after taking an intravenous drug.
Those depictions alone are definitely heart-breaking. The shock value enters in when the clips run repeatedly together numerous times until only a scream, a cry, a smack, a frustrated face, and the result of a drug overdose were seen and heard.
Finally, the following words are shown: "For thousands of children in the UK, the story will keep repeating itself until someone stops it."
It's a very powerful message that will hopefully sink into the minds of those who abuse drugs, or know someone who does. Although, I'd venture to say that child abuse awareness is included as well and may be why the young lady chose to go such a horrible route.
The 'Break the Cycle' ad depicts a teen girl in the following order: trying to rob a woman for money, in jail, being smacked in the back of head by her father, who simultaneously calls her a cow; at school and unable to read, then outside in the process of overdosing after taking an intravenous drug.
Those depictions alone are definitely heart-breaking. The shock value enters in when the clips run repeatedly together numerous times until only a scream, a cry, a smack, a frustrated face, and the result of a drug overdose were seen and heard.
Finally, the following words are shown: "For thousands of children in the UK, the story will keep repeating itself until someone stops it."
It's a very powerful message that will hopefully sink into the minds of those who abuse drugs, or know someone who does. Although, I'd venture to say that child abuse awareness is included as well and may be why the young lady chose to go such a horrible route.
Trend Themes
1. Shockvertising in Awareness Campaigns - Opportunity for organizations to create impactful messages that shock and raise awareness about important social issues.
2. Using Emotional Impact in Advertising - Opportunity for advertisers to elicit strong emotional responses from viewers, leaving a lasting impact and message.
3. Highlighting the Consequences of Drug Abuse - Opportunity to educate and inform individuals about the devastating effects of drug abuse through powerful visual storytelling.
Industry Implications
1. Social Impact Organizations - Opportunity for non-profit organizations to leverage shockvertising as a tool for creating awareness and promoting social change.
2. Advertising and Marketing - Opportunity for marketers to explore unconventional and emotionally powerful approaches to advertising and branding.
3. Healthcare and Rehabilitation - Opportunity for healthcare providers and rehabilitation centers to enhance their educational campaigns on drug abuse prevention and intervention.
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