Wednesday, August 29, 2007

Nudity used to promote MS awareness

Skin can be used to sell more than branded goods as this Multiple Sclerosis public service announcement from Australia demonstrates. It features a nude female with “used by” printed on various parts of her body. Similar approaches have been used to promote skin cancer prevention and breast cancer research among other causes.

Nudity gets the ad noticed and the connection helps to get the message across. Research published several years ago in Journal of Advertising shows that sexually oriented social marketing appeals can be more persuasive than the standard informational approach used in many PSAs. At the very least, credible tie-ins with sex offer social marketers another tool to get their messages noticed.

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