A controversial ad campaign recently launched by New York City Mayor Michael Bloomberg was created with the intention of warning teenagers of the risks of having children during adolescence. The advertisements, which can be seen on subways, buses, and social media platforms, feature a distressed, multiracial cast of young children. The text accompanying the images explains how difficult their lives will be because of the age of their parents.
One poster shows young girl looking at her mother and reads, “Honestly Mom…chances are he won’t stay with you. What happens to me?” Another poster includes a crying young boy and carries the caption, “I’m twice as likely not to graduate high school because you had me as a teen.”
The educational campaign began in early March and has since drawn a great deal of criticism from reproductive health advocates like Planned Parenthood and women who are or were teen mothers. The main concern being voiced is that the ad campaign reinforces negative stereotypes about teen mothers without providing any information about prevention against unplanned pregnancies. Many believe they were intended only for “shock value”.
Haydee Morales, the vice president for education and training at Planned Parenthood of New York City, said the organization was taken aback by the tone of the new campaign and went on to say, “Hurting and shaming communities is not what’s going to bring teen pregnancy rates down.”
They mayor’s office responded by explaining that the goal of the campaign was the send a strong message regarding personal responsibility that would be remembered by teens. They intended for the campaign to highlight negative consequences of teen pregnancy.
Many of the posters within the ad campaign include the tagline, “Think being a teen parent won’t cost you?” and call attention to the expense of having a child. They also include a number to text to receive additional facts about teenage pregnancy and to play a role-playing game focused on the consequences of teen pregnancy.
So, do scare tactics similar to the messaging found in Bloomberg’s anti-teen-pregnancy campaign work as an effective advertising strategy?
No.
According to a study funded by the Office of Justice Programs, the use of fear appeals within a campaign is generally ineffective in the long run. They may initially catch the target audience’s attention, but the message is likely to get lost in translation.
So, whether you’re trying to sell a gym membership, beauty product, or insurance, consider addressing misconceptions or demonstrating the benefits of your product instead of using scare tactics in your marketing messaging. You will undoubtedly find more success and resonance with a positive tone.
Do you think the tactics in Bloomberg’s ad campaign were appropriate?
Sources:
http://blackandmarriedwithkids.com/2013/03/new-york-ad-campaign-tells-teens-the-real-cost-of-parenthood
http://www.examiner.com/article/daily-kos-salutes-trashing-of-nyc-cost-of-teen-pregnancy-psas
http://www.metro.us/newyork/news/2013/03/06/teen-pregnancy-ad-criticism/
http://pact360.org/blog/detail/do-scare-tactics-work
http://www.metro.us/newyork/news/2013/03/06/teen-pregnancy-ad-criticism/
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