Analysing existing campaigns

Dumb Ways To Die

This campaign is run by the Australian metro train company, and it's about being safe about trains. It is a public safety campaign, as it is made to keep people safe.

It aims to keep people safer around trains, as it compares not being to to all these ludicrous things, such as selling both your kidneys and eating superglue.

It specific target audience is probably more pre-teen kids. It does this by having bright colours. It also has cutesy characters to cover deaths which could be covered much more graphically. The cutesy, catchy song and the simple words also add to this.

The way it speaks to target audience is through a song that covers loads of incredibly graphic deaths with incredibly cutesy little characters, and shows the deaths as cute as it possible can.

There is only really 2 media products. The original thing was the viral video that came out around 2 years ago, which didn't reveal it's true purpose until the very end. Following this, they came out with posters, which purpose was obvious, as they reference the video pretty much directly, so people would remember the lyrics to the video, so they would 'be safe around trains.'

We know they are part of the same campaign because they include the lyrics in the video on the poster, and it also feature a character from the video. The poster is also lifted straight from a scene in the video, and is in the same art style as the video is. The lyrics are aslo lifted straight from the video. It also has the logo of metro, who ran the advert.

The persuasive techniques used is comparing being stupid around trains to setting fire to your hair. They are effective because no one thinks that they are that stupid.

We would see the video online, because that is where it was posted, and we would see the posters around Australia, as that is where the PSA came from.

It is still running, as it is internet based, so it doesn't really end. It was most popular when it was first launched, however, back in late 2012, and probably early 2013

Brain on drugs  

The people running this are the partnership for a drug free america (PDFA)

It is about how drugs mess up your brain. It is a public safety campaign, as it warns how drugs can mess up your brain real bad.

It wants the audience to stop taking drugs, as it shows all of the bad this that could happen if you do.

It's target audience is older teens to young adults, as they are most likely to take drugs.

You can tell it is aimed at this audience because it is straight to the point, but not incredibly graphic. It also require some thinking, which younger people might not understand. It speaks through straight to the point, simple language.

It included 1 poster, as seen to right, and 2 tv adverts. The first of which is seen to the right, the second involved a woman who messed up the kitchen she was in showing off what other drugs do to your body, in a incredibly violent way, to symbolize people abusing drugs.

They are connected because they both show the same imagery, of an egg and similar. They also both show the exact same happen, one in video format,  and one in poster format, by showing the brain as the egg, and the pan as drugs, and cracking the egg into the pan. They also feature the PFDA logo thing at the bottom

They use comparative imagery to persuade you not to take drugs.

They are effective because it shows what drugs does without even showing drugs.

You would see it on tv, and posters would be plastered all over college campuses and the like.

The campaign started in the 80's, and ended in the 90's, so around 10 years. It probably didn't run fully for 10 years, maybe off and on. It was a part of a massive campaign in america in the late 80's to around the mid 90's, which was called the war on drugs. The PDFA was the creator of the adverts, but the president was in this as well.