Spooky social marketing: how fear works in persuasion

Brother (Manitoba Public Insurance)

Brother (developed for Manitoba Public Insurance) is an emotional piece that shows how wearing your seatbelt is not only about your own safety…it is about the well being of all your friends and family.

Severed arms. Blood smeared windows. And organs on tables. We’re not talking Halloween here…we’re talking about social marketing campaigns. Specifically, those sometimes gory, gross and over the top ads that try to change our behaviors – whether it’s about workplace safety, speeding, smoking.

Do they work? Sometimes. But not on everybody…and especially not on the elusive, often targeted, market of young men.

Research shows that they just don’t buy into the gore. Maybe it’s video games; maybe it’s “the superman-complex” that leads them to believe they’re always in control and will never die. Who knows? What we do know is that, while they don’t think about their safety, they sure value the safety of people they love. As a result, the best way to motivate change in their behavior is to tap into that concern.

That’s part of why this ad – for Manitoba Public Insurance – helped motivate those young guys to click in (with their seatbelts that is).

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2 Responses to “Spooky social marketing: how fear works in persuasion”

  1. Alex White says:

    Hi guys, took me a while to figure out I had to click on the thumbnail to download the video… Perhaps something in the text to let people know?

    Cheers
    A

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