I was browsing social awareness campaign posters and came across this campaign for the RSPCA (Royal Society of the Prevention of Cruelty to Animals, www.rspca.org.uk) The posters make the statement “Animals can’t protect themselves,” then provide the viewer imagery the gives a humorous twist, capturing the viewers interest. The posters caught my attention right away. Visually they are very appealing with striking imagery, a direct message, and a clear concept. Something about dog always catch my attention, it may be just because I love dogs, be-that-as-it-may, these ads are effective. To speak to there effectiveness, I have asked my wife (a veterinary technician) to talk a little about them.
“These posters are pretty brilliant. The photographer captured that perfect helpless look on the dogs’ faces, and the idea of them trying to use these weapons furthers the viewer’s desire to help the poor pups. The almost immediate response is “What do I need to do?” As an added bonus, I just can’t stop thinking about that silly chocolate lab going Chuck Norris on a rabid raccoon.” —Heather
The posters provide us with a selling point which states: “The RSPCA needs money to continue their great work protecting, housing and healing animals. Visit our website to see how we’ve put the fun into fundraising. www.pawsforacause.com.au”
To evaluate whether these posters are effective we should ask if the poster accomplishes the following, do they:
1. Attract the attention of a viewer.
2. Hold the viewer’s attention long enough to read the content.
3. Evoke an emotional response.
4. Encourage action.
5. Give the viewer adequate information to act.
6. Give the viewer something to take-away to contemplate.