Magazine article Marketing

Editor's Comment: A Pig of a Dilemma

Magazine article Marketing

Editor's Comment: A Pig of a Dilemma

Article excerpt

It really feels like many people have been hanging on, waiting for the government to give us all some kind of concrete, official steer on swine flu.

This has not been forthcoming. The only campaign from the Department of Health (DoH) has been 'Catch it. Kill it. Bin it' - an all-inclusive piece of communication that instructs us in the best way to keep our germs to ourselves, but not what to do if we, or someone we know, contracts the virus that all the catching, killing and binning is intended to help us avoid.

So what should we make of the new set of ads, which break on Thursday? Does a copy-heavy press campaign make sense, or by now should the DoH also be coming out with hard-hitting TV and outdoor activity?

It is a difficult choice. If it chose to 'blanket-bomb' the public with detailed communications about swine flu, it would run the risk of sending out a doomsday-style message. This could create even more panic than certain elements of the media have been so diligently fostering.

If, however, the department continues with these press ads, which will lay out facts about the virus in a simple Q and A formula, it also runs the risk of not reaching everyone it needs to. …

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