RATE THIS EXAMPLE FROM "BENEFICIAL" TO "HARMFUL"
BENEFICIAL HARMFUL
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Nationwide Insurance - Make Safe Happen
Background Information
Nationwide Insurance launched a video in 2015 as part of the “Make Safe Happen” initiative, featuring a young boy talking about events in his future. The initiative was created to raise awareness that household accidents are the leading cause of death among children in the United States. Through the campaign, they aimed to educate parents and direct them to a website where they could find home safety tips.
It aired during the Super Bowl. In that context, the video triggered a wave of reactions. The message attracted attention, but it also damaged the brand’s image. The fear the video provoked was too intense for the context in which it was shown.
It aired during the Super Bowl. In that context, the video triggered a wave of reactions. The message attracted attention, but it also damaged the brand’s image. The fear the video provoked was too intense for the context in which it was shown.
Technique Used
Activate Emotion
This is propaganda because
The video begins with cheerful scenes. A young boy talks about future moments in his life, such as riding a bike, having his first kiss, traveling, and getting married. At the end of the video, there is a sudden twist. The boy states that none of those events will happen because he died in a household accident. The scenes show an overflowing bathtub, spilled chemicals, and a fallen television.
In the background, a child’s voice can be heard along with soft, emotional music. Toward the end, the video takes on a more serious tone. A female voice delivers the message: “At Nationwide we believe in protecting what matters most – your kids. Together we can make safe happen.”
When it comes to the narrative, the linear style of storytelling is abruptly interrupted by a dramatic event. The video lasts less than a minute, but it contains powerful emotional elements.
By using a child as the main character, the campaign attempts to influence parents in order to raise awareness about the statistics, while also promoting its own website and the company itself as an insurer.
In the background, a child’s voice can be heard along with soft, emotional music. Toward the end, the video takes on a more serious tone. A female voice delivers the message: “At Nationwide we believe in protecting what matters most – your kids. Together we can make safe happen.”
When it comes to the narrative, the linear style of storytelling is abruptly interrupted by a dramatic event. The video lasts less than a minute, but it contains powerful emotional elements.
By using a child as the main character, the campaign attempts to influence parents in order to raise awareness about the statistics, while also promoting its own website and the company itself as an insurer.
Source
YouTube
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