The 'Don't be a Dickhead' campaign. Inappropriate or just funny?

Until recently, there was only one way to advertise road safety: with fear. Ads that were sometimes graphic, sometimes shocking and often distressing were routinely used to encourage us not to drink and drive, drive when tired or drive too fast.

The Victorian Government has taken this idea one step further with a series of funny ads and a tagline “Don’t Be A Dickhead” aimed at the youth market. Check out this brilliant ad with comedian Lawrence Leung:

Cue mass media hysteria.

The Herald-Sun reports…

THE Opposition has slammed the use of strong language in the Government’s latest ad, saying it makes a mockery of the recent Respect campaign.

The new viral blitz, which will target Facebook, Twitter and other social network users, will feature the slogan “Don’t be a d—head”.

Opposition Transport spokesman Terry Mulder slammed the campaign for undermining the Brumby government’s much-hyped Respect campaign. “It is appalling. Would John Brumby use that language when he is addressing a group of school children?” he said. “It makes an absolute mockery of John Brumby’s Respect Agenda. It is shocking message one of the worst I have ever heard.”

Roads Minister Tim Pallas today branded Formula One driver Lewis Hamilton a “d—head” after he was busted for hoon driving in a $160,000 Mercedes on Friday night

“Yes. Okay, I’ll say it. He’s a dickhead,” Mr Pallas today told Neil Mitchell on Radio 3AW.

Mr Pallas was unapologetic in justifying the use of a phrase that some would find offensive. “What we found is some of our messages just aren’t getting through to young people about road safety,” Mr Pallas told 3AW.

Oh look, I’m all for trying different approaches. You do ANYTHING too often and it becomes wallpaper. I don’t know about you but I can’t reach for the remote control fast enough when one of those ads come on with graphic car accidents or tragic stories.

Speaking to your target audience in a language they use and understand is the first basic principle of communication, surely.

What do you think?

[Thanks Nicole]