“One of the hardest decisions you will ever face in life, is choosing whether to try harder or walk away.” - Anonymous
This is a decision we have all faced at one point or another - whether in relation to our careers, relationships, friendships or even projects. There are times when we need to try harder then there are times when we just need to let go. Knowing when to do either one is an important ingredient to success.
The key to answering this question lies in self-awareness. Do you know your vision, values, strengths and weaknesses? Having a strong sense of who you are, what you want and what you don't want will go a long way in helping you answer this question each time you need to.
If trying harder means doing something or things that go against your values or morals then it's probably better to walk away. However, it takes you knowing exactly what those values and morals are in order for that to happen. The more self-aware you are the more confident you become! Try it, you will not regret it! What ever you decide, make sure YOU come up on TOP.
Earlier this year during the Easter holidays the Western Cape Department of Transport and Public Works ran a road safety campaign that involved a very graphic TV commercial, titled 'The First Kiss'.
What's 'The First Kiss Campaign' about? Western Cape MEC, Donald Grant, said: "Vehicle occupants (drivers and passengers) continue to constitute the majority of all road deaths in the Western Cape. Research has shown that increased seatbelt compliance will mean thousands of lives saved, that would have otherwise been lost, in the horrific crashes that plague our road. The MEC said: "The 'First Kiss' commercial is adapted from the 'damage' advertisement produced by the Northern Ireland Department of the Environment. This advertisement was credited by the Irish Road Safety Authority as having brought about a 100% increase in backseat seatbelt wearing and 50% increase in front seat wearing rates in Ireland and Northern Ireland.
What's wrong with the advert?
I personally had several issues with this gruesome TV ad, some of which include:
The ad is very graphic yet it had no warning for sensitive or young viewers and it went on to air during peak times on SABC 1, 2 and 3.
The ad starts off on a very innocent and romantic tone then later ambushes the viewer with graphic scenes of blood and death. In instances where a parent is watching 7de Laan or Generations with their young children, this type of advert is not ideal.
The advert is unnecessarily graphic. It is more gruesome than educational. The insights that informed this ad were lost in this advert. 'The Damage' advert from which this is based has a clear message (wear a seat belt and survive) but 'The First Kiss' advert's message is very distorted.
The message of the advert is lost in the gore. The message was supposed to be simple "Wearing a seat belt increases your chances of surviving a car accident". However, what ended up happening was that despite 3 out of 4 of the passengers wearing seat belts - they ALL died! What message does this send? "Use a seat belt but you are going to die anyway" or better yet "Use your seat belt so that you look great at your wake"?
'The Damage' advert was effect because of its clear message and this same message needed to prevail in 'The First Kiss' advert.
Before I continue with my rant critique of the advert, perhaps it is worthwhile for you to watch the advert for yourself.
WARNING: Graphic content! Not for sensitive or young viewers
Traumatised yet? Yep, that's how I felt the first time I also saw that TV ad.
Now back to my critique, apart from the graphic nature of the ad - the other issue I had with the ad is the fact that it deviates from the original insights/research of the original advert (The Damage).
'The Damage' advert by the Northern Ireland Department of the Environment was encouraging passengers and drivers to make sure that EVERYONE wears a seatbelt in a vehicle or risk killing their fellow passengers."
This version of the advert makes sense to me because it has a clear message "Wearing your seatbelt increases your chances of surviving a car accident". Those who wore their seat belts survive the crash, in contrast to 'The First Kiss' ad where all the passengers die (despite 3 out of 4 of them wearing seat belts).
Here's the other advert, watch and judge for yourself:
Recommendation(s):
After reviewing the Western Cape's Safely Home website, which read:
"Not wearing a seatbelt is against the law. It is also extremely dangerous, not just for you, but for other people in the vehicle. Unbuckled passengers become wrecking balls in a collision, and kill and severely injure others, even passengers who have buckled up."
This insight sheds much needed light on why the advert took the direction it did, however there was need to include this insight at the end of the advert in the form of text e.g. Unbuckled passengers can kill and severely injure others, even passengers who have buckled up. Save lives. Wear your seat belt.
So what's your verdict? Did this advert make you want to wear a seat belt?
Please share your views in the comment section!
We are 4 months into the year and I must say, 2016 has been very eventful both in South Africa and globally. The year has been murred with unique changes from all angles, from #FeesMustFall to #ZumaMustFall.
On the digital front, we have seen a growing interest in Snapchat and rapid adoption of WhatsApp, Instagram and Uber in South Africa. Despite much resistance, Uber continues to grow globally - this is due in part to their research and development strategy.
As a Digital Marketer and Academic who thoroughly enjoys blogging, I intend on maintaining a regularly update blog this year. I will be blogging about everything of interest to me, from academic literature, digital marketing, social media, technology to the latest industry updates.
I look forward to your company in this journey, follow me as we explore interesting topics and themes.
