‘Political pressure for Rudd to be seen to be doing something’
A campaign aimed at stopping teens from binge drinking used TV advertising rather than a heavier emphasis on online because of “political pressure for Rudd to be seen to be doing stuff,” the creative director at the agency behind the work has suggested.
Julian Watt, the CD at advertising agency 303, made the comment during a briefing to media journalists about the first year of 303’s Sydney office. However, the agency today insisted that Mumbrella’s detailed shorthand note of his comment did not reflect the agency’s view, which is in favour of using TV in social issues campaigns.
Among the campaigns 303 worked on was the “Don’t turn your night out into a nightmare” campaign. Launched last November by the Department of Health And Ageing, its primary audience was people aged from 15-25.
The TV ads can still be seen on the anti binge drinking campaign website.
While 303 made the ads, they were booked through the government’s media agency, Universal McCann, which last month had its government contract renewed for another three years. As well as TV and online there were radio, outdoor and print components to the campaign.
As he showed the ad as part of a reel of the agency’s work, Watt said in passing: ‘I wanted to do it online-only for that audience but they wanted to do TV because of political pressure for Rudd to be seen to be doing stuff.”
303 CEO Nick Cleaver told Mumbrella this afternoon:
“Your contention that Julian made comment on the government’s choice of media is inaccurate. You are mistaken in your interpretation of what he actually said. Julian said there was “political pressure to do something about a critical social issue” which the government did in mounting a multi media campaign. He did not say there was political pressure to “be seen to be doing something”.
“Julian went on to emphasise the importance of on line campaign component in reaching a youth audience. He also stressed the crucial and important role played by the television campaign. At no point did Julian say we wanted to do on-line only.”
“We believe the media selected for the campaign was entirely appropriate. At no time did Julian or anyone else actually link the choice of medium (online vs TV) to social or political pressure to create a campaign about binge drinking.”
Mumbrella stands by the accuracy of its reporting in its entirety and has a detailed shorthand note which does not accord with Cleaver’s version of events.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Interesting connection to your comment about 303 yesterday: “303 is beginning to carve out a niche for itself within the spiritual community.”
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If you want to reach teens, then online is the place to be. That’s not to say they’re not watching TV – but they’re largely interacting online at the same time – so by-passing online as a central plank in the strategy is a huge missed opportunity. Getting the tone right is also critical – and one size fits all 30 second spots just won’t do that job. The message needs to be seen to come from the perspective of the community itself. Finger wagging or moralising is an eye roll for Gen Z or Gen Y. When the message is seen as relevant and well targeted it certainly cuts through. We polled thousands of 12 – 18 year old Habbo users earlier this year about how they felt about advertising, more than three-quarters (82%) of Australian teenagers said they liked advertising – not only tolerating it, but welcoming it. They also thought advertising within Habbo was successful – with 61% of teens acknowledging that advertising makes them purchase products. For this campaign to have the best impact, it should be online, whether that’s through social networks, virtual worlds or websites.
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Hey Nick, Nice spin, you should join the Labour Party, the best spoin doctors in the business. Try some honesty my friend….
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Another initiative lacking a behavioural changing idea. It isn’t about which media more effectively reaches the target, but what idea engages them more. Why does it even need to be a idea centric to a medium. Ideas that live in actions, or getting a commitment out of the target – think programs, events, grassroots, cause marketing – not dumping millions into a one dimensional message…. alternative approaches to bring the message home. Think of it as interactive teaching, not unresponsive lecturing of the target and the changes will occur. Yes more wanky rhetoric, but all these ads just look the same to me and drive me to the drink.
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Is this a news story or a lost script from “The Hollowmen”?
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Jeff, I think you’re being deliberately naive. The reason its on tv is so all the older/non-line voters can see he’s doing something. Its got very little to do with efficacy. Remember, in politics, looking like you’re doing something is as good as doing something.
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