Partnership for a Drug-Free Canada (PDFC) have used reverse psychology in a national awareness campaign targeted at parents who think driving high is something only “other kids” do.
Research conducted by PDFC and Toronto-based creative agency Union found over 78 per cent of parents believe their child would never be in a car driven by someone who was high. On the other hand, a recent study by the Canadian Centre for Addiction and Mental Health found almost one in four high school kids admitted to having been a passenger with a high driver.
“We needed to not be like every other PSA,” said Vikki Thorpe, group account director at Union. “We decided to pull every one of those clichés into a single idea to basically wave our flag. It’s reverse psychology — ‘don’t listen to this ad,’ and then you’re kind of drawn into that ad, and then boom we’ve got you.”
“What we were striving to do in this campaign is to jolt people out of that, and say ‘you maybe don’t know your kid as well as you think you do, and it could happen to you no matter how closely connected you feel to your kid’. Have the conversation with your kid, it’s not enough to check in by text a few times a day.’”
The campaign also is running on radio, print, digital and OOH.
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both worked together at Accenture Interactive, before co-founding Reactive a digital agency bought by Accenture in 2016, now they’ve combined their knowledge and expertise to create Summon. Summon offers […]
To honour the fantastic feats of the Australian Paralympians, Hootsuite has revealed the top trending hashtags and social media data of the Paralympics. The top trending hashtag during the Paralympics period, #tokyo2020, received over 38,000 tweets and retweets, amounting to 1.7M+ impressions, while other popular hashtags included #paralympics, #readysettokyo and #paraswimming. According to Hootsuite’s research, […]
SOON, a futures think tank focused on human insights, has launched today tracking trends, developments and disruptions across people, products and the planet. Led by internationally renowned futurist, social scientist and trend forecaster Sarah Owen (pictured centre) in partnership with TABOO directors Andrew Mackinnon (right) and James Mackinnon (left), the independently Australian-owned futurist company uncovers […]
ARN’s iHeartPodcast Network Australia has announced a new podcast, SAS Australia Debrief hosted by 2020 recruits Merrick Watts and Sabrina Frederick. The podcast is made for anyone that can’t get enough of Aussie celebs putting themselves through the toughest test of their lives on the Seven Network’s hit show SAS Australia. Or anyone that wishes […]
Rakuten Advertising has launched ‘A 5-Stage Blueprint for High-Performance Affiliate Marketing’, designed to educate and inform both advertisers and publishers about the strategic role that the affiliate channel is now playing in marketing strategies. The blueprint is based on input from members of the Rakuten Advertising International Collective (RAIC), comprising affiliate marketing specialists from leading advertisers […]
Nine has announced the return of State of Originality, Australia’s biggest advertising prize, with $1 million again up for grabs to the brand and agency that creates the most original ad in the 2022 State of Origin Series. This year Nine launched State of Originality, challenging Australia’s marketers to help make State of Origin not […]