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15(a). Effective marketing campaigns can alter a community's priorities regarding behaviour and the environment, as the below stellar campaigns have proven:
* "Drinking and driving is a crime"
* Grim Reaper (Australia AIDS campaign - 1987)
* Arnie has ditched his fleet of gas guzzling Hummers
* Shock advertisements to discourage sun tanning, cigarette smoking and binge drinking amongst the young
Cigarette smoking has been largely curbed in the Western World
Movies made in to 1940s and early 1950s invariably displayed actors such as Humphrey Bogart and Clark Gable regularly smoking cigarettes. Alas, they and many other actors, who were paid by tobacco companies to display smoking as chic, died young from smoking related illnesses. Millions of viewers of those movies also died due to cigarette smoking.
In the 1970s employees smoked in the office and at restaurants, hotels and on public transport. Today, smoking is viewed as a serious health hazard which imposes a high burden on the public purse. The change about public perception of smoking and restrictions on where smoking is allowed has been due to major health agencies successfully exalting their governments in many Western countries to legislate restrictions and fund persuasive advertising of the health risks of smoking. In Australia, most of the campaigns have been funded by state governments.
Smoking is much more popular in Asia which didn't adopt the above campaigns and pass associated legislation for tobacco companies to warn of the dangers.
Drinking and Driving is a Crime
In the 1960s there was a 30 mile limit from the CBD where hotels could not trade on Sundays within that perimeter limit. If you wanted to have a drink, one could drive to the Newport Arms Hotel on Sydney's northern perimeter or other hotels outside the 30 mile limit and imbibe as much alcohol as they liked and then drive home. Extraordinarily the community culture was that it was acceptable to drink and drive if you were a bona fide traveller. What an irony?
In the early '80s breathalysers were introduced which limited the consumption of alcohol by drivers. At the time, some people objected to the intrusion of civil liberties, as the culture had been that it was OK to drive your car no matter how much alcohol you had consumed. In fact, it was common place amongst friends to marvel the day after how they all had driven home the night before from a dinner party or a session at the pub.
Today, the community accepts that Drinking and Driving is a Crime because "Drinking kills driving skills" which is the antithesis of the community's attitude 40 years ago. It took a Big Stick and effective advertising campaigns.
Grim Reaper (Australia AIDS campaign - 1987)
20 years ago, the Keating Government funded the launch of a shock TV ad campaign showing the Grim Reaper knocking people down like pins in a bowling alley to prevent HIV and AIDS. Australia's alarmist advertising campaign is today credited with Australia now having one of the lowest rates of AIDS and HIV. One of the architects of Australia's response to HIV/AIDS, Bill Bowtell, now says people were stunned by the ad, which came amid much hysteria about the epidemic. "They certainly sat up and took notice, and young people did particularly, it created a great deal of demand for information," he said. "For 20 years we've kept our HIV rate in Australia amongst the lowest in the industrialised world, and that's been a great achievement," he said.
In contrast, a USA Government under a prudent Ronald Regan abrogated its duties to alert its constituents of AIDS and HIV. A legacy of Regan's denial strategy is that the USA now has significantly higher rates of AIDS and HIV - millions more Americans have suffered because of the Regan government delaying warning of the obvious.
Arnie has ditched his fleet of gas guzzling Hummers
If we care about our children's children, an affluent Western World needs to accept that gas guzzling SUVs, Central heating and A/C in homes, Plasma TVs, Home Entertainment Systems etc aren't important. Lots of politicians in the USA, incl Arnold Schwarzenegger the governor of the worlds' 6th largest economy, have demonstratively changed their priorities:
California's government now leads the world in tackling Global Warming.
Shock advertisements to discourage sun tanning, cigarette smoking causing Emphysema and binge drinking amongst the young
Health agencies are now showing much more overt advertisements of the dangerous effects of sun tanning, cigarette smoking causing Emphysema and the damage to the young of binge drinking than ever before, perhaps driven by the high remedial health costs falling upon the public purse.
What ever the reason if Government had adopted such advertising twenty years ago when these adverse effects were well known, it would have materially reduced these problems.