I looked at a lot of different 'Anti-' campaigns ranging from violence to drugs to animal cruelty. There are thousands of 'Anti-' campaigns, I give examples of some below in the links. After the links I summarize some of the things that I found relating to 'Anti-' campaigns, studies, etc. I highlighted some key things that stood out (it least for me).
‘Stop second hand smoking’
Child health foundation
Save Next Generation
Cancer Patients’ Aid Association Anti-Smoking
Child health foundation
Save Next Generation
Cancer Patients’ Aid Association Anti-Smoking
The Ministry of Public Health, Dubai
http://www.mcspotlight.org/Anti-Drinking/Drunk Driving
Anti-Violence
Anti-Cruelty/Discrimination
The best ads have the greatest impact on smoking attitudes and behavior when adolescents think that their peers are listening to those messages. People are more likely to listen to what their friends say rather than what the media says. Researchers surveyed students in four middle schools about their exposure to anti-smoking ads and their intentions to smoke. They found that, overall, the more students were exposed to anti-smoking messages, the more inclined they were to smoke. Except, where exposure to ads correlated with a reduced intention to smoke — occurred among students who said their friends were influenced by anti-smoking messages. PERCEPTION IS SOMETIMES MORE POWERFUL THAN ACTUAL BEHAVIOR. Doesn't really matter how your friends respond to ads, but how you think your friends are responding.
Most health campaigns assume that their messages will have a simple, direct and strong impact on individuals. Most of these campaigns don't work by convincing the individual to avoid whatever it is, but by helping CHANGE the SOCIAL NORMS surrounding the issue. The campaigns should be designed for a sustained multi-year effort. The way the message is designed is critical. Authoritarian approaches are not really the best way to go, rather emphasize with your audience.
Drinking campaigns have had inverse effects, rather then serving as a warning to teens, the 'drinking stories' may be seen as a fun night out. A studies findings suggested a radical re-thinking of national alcohol policy is required which takes into account the social character of alcohol consumption and the identity implications for young people. For our branding we should really look at the social aspect of fast food, which plays into our demographics.
I looked at a 1999 to 2004 National Youth Anti-Drug Media Campaign study that showed it 'either had no effects on kids or possibly had a boomerang effect.' In this case the more the kids saw these ads, the more they came to believe that lots of other kids were using marijuana, and the more they came to believe that other kids were using, the more they became interested in using it themselves. I thought it was just something to think about when we start talking about advertising, demographics, and message.
Research has shown that negative ads do actually work. One of the reasons for this maybe because people tend to believe that repeated statements are true, regardless of their actual truth, a phenomenon known as illusory truth. Sometimes you have the effect that 'THE MORE ENERGY (ATTENTION) YOU GIVE TO A PROBLEM, THE MORE IT EXISTS.'
From looking at all of these studies and campaigns we really need an understanding of why people eat fast-food in the first place. If we can identify that then it will make it easier to address a solution, alternative, etc..
Lastly, here are two links that are anti-McDonald's that could be helpful. They have same data, not sure accurate it is though.
http://www.mypage.tsn.cc/c_richardson/maccas.htm
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