Tess Alps is smart.
Here she talks about the government’s pathetic defence of slashing public service advertising because they claim there are more (cost) effective ways to change behaviour.
A 26% increase in drink driving deaths last year. In the wake of an advertising embargo. What did they expect?
This sort of behaviour needs more than nudging. It needs full spotlight disdain and only TV can do that.
Trying to get junkies off heroin. That’s a different matter but this sort of behaviour needs social antipathy and TV’s the best way to galvanise that.
I agree 100% that broadcast TV advertising is not the only way to change behaviour.
But let’s get this straight.
If you have the money there is STILL nothing that can replicate a great big dollop of TV advertising.