14 July 2013 | Articles, Articles 2013, Communications | By Christophe Lachnitt
What’s More Efficient: Humor Or The Fear Of The Police?
That’s the question raised by the communications campaign of a California municipality.
Glendale seeks to motivate its residents and visitors to stop smoking and littering in parks.
As recounted by the Los Angeles Times, the city has launched a campaign that uses humor in order to highlight the negative impact of incivility on animals inhabiting its green spaces.
18 different signs carry messages such as:
- “Do not throw cigarette butts on the ground. Our squirrels are getting cancer.”
- “Smokers will be fed to the bears.”
- “Our deer don’t smoke in your back yard. Please don’t smoke in theirs.”
This unusual approach for a municipality results from both the insufficient number of law enforcement officials in the parks and the failure of traditional campaigns run previously.
These signs have a double merit that is critical to the effectiveness of any communications campaign: They attract attention and are memorable (including for children).