In this presentation we will illustrate results from different social ads and explore the role of emotions in advertising in order to change behaviour.
The ads presented here are from the series of advertisements called Think! created by the UK Ministry of Transport regarding road safety. These specific examples concern attention to motorcyclists on the road. Motorcyclists have the highest fatality rate of any road user group in Britain. Despite only representing 1% of vehicle traffic, they account for 19% of all road user deaths.
We will also explore further examples of the different ways to approaching categories that are looking to change behaviour.
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