The toughest part of any successful campaign is finding a way to narrow your message.
A good rule of thumb is to establish the emotion you want the viewer to feel, then maximize on it. This is a situation where less really is more.
Take New Zealand’s distracted driving videos. Each clip uses humour through strong cultural references, almost to a slap-stick standard.
And then—wham…the underlying message hits you over the head.
This approach is much more effective than the typical PSAs of the past, using sadness and shame as their emotional triggers.