The study was conducted on people aged 24-29. Our intention was to see what respondents think about the controversial campaign promoting organ donation, with references to the “Walking Dead” show.
It turned out that the tested spot engages the viewers very strongly. It evokes much joy, accompanied by a surprise. These emotions linger all throughout the advertisements, although their intensity is highest in the middle of the film. These are not the only emotions evoked by the rather unconventional message. Some responded with anger and there were short moments of rejection, when they also felt disgust.
The first scene in which their anger is increased is the scene of Staszek’s presentation. In this scene, anger is felt together with joy and surprise, which signifies that the viewers are very agitated. We see the anger decline gradually and only strong positive reactions remain. This shows us that the heartless Staszek was successfully developed as a character. Viewers accepted the character and understood the metaphor about a boy with no feelings. Such an expression is often used, so it does not evoke any negative associations with the physical shortcomings of people. A heartless boy is understood as a metaphor of his character traits. Unfortunately, in the case of the girl without a kidney, the positive reactions were not sustained. In the second case, the lack of a kidney does not remind of any metaphor, it seems a bit too literal in this context and evokes negative reactions linked to rejection.
Thankfully, this is not an element that would make the whole spot rejected. Viewers accepted the funny way of encouraging participating in a social campaign. Even though the mechanism of the whole formula seems rather complicated (evokes strong processing reactions during viewing), the ending of the spot evokes positive reactions. Moreover, after having seen the spot, most respondents declared they would indeed like to fill out a form and become a donor.
Social advertising that encourages to become a donor
The study was conducted on people aged 24-29. Our intention was to see what respondents think about the controversial campaign promoting organ donation, with references to the “Walking Dead” show.
It turned out that the tested spot engages the viewers very strongly. It evokes much joy, accompanied by a surprise. These emotions linger all throughout the advertisements, although their intensity is highest in the middle of the film. These are not the only emotions evoked by the rather unconventional message. Some responded with anger and there were short moments of rejection, when they also felt disgust.
The first scene in which their anger is increased is the scene of Staszek’s presentation. In this scene, anger is felt together with joy and surprise, which signifies that the viewers are very agitated. We see the anger decline gradually and only strong positive reactions remain. This shows us that the heartless Staszek was successfully developed as a character. Viewers accepted the character and understood the metaphor about a boy with no feelings. Such an expression is often used, so it does not evoke any negative associations with the physical shortcomings of people. A heartless boy is understood as a metaphor of his character traits. Unfortunately, in the case of the girl without a kidney, the positive reactions were not sustained. In the second case, the lack of a kidney does not remind of any metaphor, it seems a bit too literal in this context and evokes negative reactions linked to rejection.
Thankfully, this is not an element that would make the whole spot rejected. Viewers accepted the funny way of encouraging participating in a social campaign. Even though the mechanism of the whole formula seems rather complicated (evokes strong processing reactions during viewing), the ending of the spot evokes positive reactions. Moreover, after having seen the spot, most respondents declared they would indeed like to fill out a form and become a donor.