The World Health Organization defines public health as “the art and science of preventing disease, prolonging life and promoting health through the organized efforts of society”. Health campaigns are generally designed both to increase awareness of health threats and to move target audiences to action in support of public health.
Reactive advertising is when the advertisement creates a fear in you, but does not teach them how to prevent it happening. Whereas proactive is more positive and comical, audience may not remember them or not giving them a big shock about it.
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Underage drinking is a big issue in Australia, as 90% of Australian teenagers above the age 14 have already tried alcohol. Drinking alcohol at a young age can cause problems with absorbing vitamin B, which can prevent the brain from working properly. 13% of all Australia’s deaths are because of alcohol related causes.
Drinking in general can cause a lot of health problems and can even lead into a car accident. Underage drinking is an issue because below the age of 18 is when we go their brains are still developing. Drinking in teenage years can cause memory loss, learning ability and attention span. Even worse they could get worse grades, skip school.
Reactive advertisements are more effective than proactive advertisements because proactive advertising are harder to remember and won’t give you a shock, whereas reactive will give you a shock and it will remain in your head because it is showing the consequences of doing a certain thing. You won’t do it because you will create a fear inside that if you do it then what they showed in the advertising will eventually happen to you.
‘Mates Motel’ is an example of a proactive advertisement. It is comical and positive about not drink driving, so it wants you to stay at someone’s place until the morning. This is very had to keep the advertising in your mind because it is funny and is not showing the seriousness about it. ‘I see’ is an example of a reactive advertisement. The advertising is showing what can happen if underage people drink alcohol. It is shoeing the seriousness about drinking and what it can lead to in the future. It will create a fear inside you because you don’t want the same sort of thing happen to you in the future after drinking excessive amount of alcohol or even drinking at a young age.
In conclusion, underage drinking is a big problem in Australia. 60 teenagers are being rushed to hospital, and one of them die due to alcohol each week. The best advertising method is using reactive advertising because it can give you a big shock which can make you not want to do it because the advertising remains in your mind reminding you what can happen if you drink alcohol.
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