As I'm interested in social advertising I always roam on thematic sources in search of some new creations and trends. I've noticed that social ads tend to be more shocking - and this feature is made not without a purpose. If you see the blood, handicapped people who have just lost their hands due to some accident, see some symbols hidden in the intricate graphics of this ad, you will get the idea of the safer behavior quicker than it happens with long texts and slogans preaching of safety, eco-friendliness or social awareness. But some billboards, placards and leaflets look really shocking. You should think twice before showing them to people with fable nerves or to your children. Some of such shocking ads have been forbidden due to cruel images and discreet showing of sufferings. But advertisers insist on the fact that such ads are aimed to teach you a lesson of, for instance, the safer behavior on roads, and they say that if you feel shocked by the graphics and imagery you will quickly memorize the message of this ad.
It's a question of the great controversy, so it's not easy to decide who's right - people who don't like the shocking way to conduct a message or experts who think there is no other way to improve manners and behavior than to startle them.
I have made some short selection of social ads which seem to be quite shocking. Just look at them!
It's a question of the great controversy, so it's not easy to decide who's right - people who don't like the shocking way to conduct a message or experts who think there is no other way to improve manners and behavior than to startle them.
I have made some short selection of social ads which seem to be quite shocking. Just look at them!
Smoking at the presence of a baby is even worse torture for him.
Are you indifferent?
The desperate outcry "Are you indifferent?" (or Doesn't It Matter?") accompany the whole series of these Russian social advertising billboards. The image of the baby with a cigarette stubbed into its back is really terrible.
The same "Doesn't it matter?!" ad but here a cigarette is compared with a razor for cutting veins. The message is still very wide-spread: "Smoking is a kind of suicide".
Mom, why am I an imbecile?
In 8 cases out of 10 the birth of a intelligent-deficient child is the result of alcohol consumption, including low-degree drinks.
The message will become clearer for you if you consider the coloring of the ad. It reminds the color scheme of the infamous cocktail "Jaguar" sold on the territory of Russia, which is very popular among teenagers.
Rain changes everything. Please, drive to the conditions
When it's raining the bloody streams appear at the boy's face. It's very shocking but nevertheless make drivers slow down.
The Gas Service 04.
Check the gas! Save your life!
This billboard, placed on the side of the standard multi-storey building has a 3D effect of the same building destroyed by the gas explosion. At the first side, you won't notice that it's just an ad - the effect is very realistic.
Thousands are held prisoners for their beliefs in places worse than this.
The social awareness here is a clear image. You walk along the street and see the open hole on the ground. The sight of this man holding a paper with slogan can really startle you but you still can think of many "prisoners of consciousness" kept imprisoned in places worse than the city's drainage system.
We are tired of warning you.
You have f*cked us out with drunk driving.
The Russian Health Ministry
This message can be interpreted as the last outcry of officials who have to deal with consequences of drunk driving. Bad words are justified in this case, because even shocking images don't have effect on people who like go driving with several shots of vodka in their blood.
You're probably not expecting a child to run into traffic
The other play with stickers... But as for me, it's not a good idea to place it on the road. If I were driving, I would probably press the brakes and the accident would happen because of this "beneficial" sticker. The one thing seem to be good - it's a whole billboard which tries to make drivers be more attentive and careful.
Tailgating isn't worth it.
The smacked truck's back and the sedan's front are created by wrinkles on the billboard's surface. I think this ad is good for kinesthetics and it has a realistic full-volume 3D effect of tailgating consequences.
So, these ads demonstrate a good work of designers, advertisers and copywriters, but some of them seem to be too much even for a great purpose of teaching people how to be more careful.
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