In a new 65 per cent of people admit to changing their behaviour.
How influenced are you by public sector advertising? According to a study commissioned by media agency Mediavest from its sister company Ignite Research, 65 per cent of people admit to having changed their behaviour due to public sector advertising campaigns.
Half of the 1,000-plus respondents claimed they had stopped using their mobile phone in the car, while 38 per cent said they had adopted healthier diets.
When researchers gave survey participants a list of particular issues, they found 61 per cent agreed or strongly agreed that the government should run public advertising campaigns on drug abuse, while messages on healthy eating and safe driving were supported by 60 per cent. An eye-watering 58 per cent said they supported campaigns on social welfare fraud.
The most effective public-sector campaigns are usually the ones that remind people what they already know they should be doing – drive safely, eat more healthy food and, if they smoke, stop, says Dave Griffin, a director of Mediavest, which counts the Road Safety Authority (RSA) among its clients.
“The ones that came out well were related to food and safety where people were confident there wasn’t another agenda,” he says, adding that campaigns by banks and Irish Water weren’t as influential because the public were starting from a position of hostility when they saw the ads.
Source: Laura Slattery, The Irish Times, 21/01/16
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