When the Australians decided to send out a health and safety video to the entire population, they decided that a little black humour was the best way.
This week we’ve already talked about using language and positioning to meet people where they are at.
The Australian health and safety video, Dumb Ways to Die, is a prime example of how this can be done (see below).
In terms of general populations – from country citizens to lots of company employees – what do you think they voluntarily respond best to? What do you naturally respond to? How many ultra-serious videos, for example, have you seen “go viral” via email, facebook and twitter?
Dumb Ways to Die went viral:
We’re not suggesting that serious messages shouldn’t be serious.
But this week we are challenging ourselves, and you, to think about the language and styles we use to reach people.
If you’re in a situation where getting the message out is tricky, getting the meeting is hard, or getting something done feels like climbing a mountain, we challenge you to stop and think of alternative ways to engage your target audience.
The Australian video above has been viewed on YouTube more than 30m times. Just on YouTube.
So, what if it turned out you could make your own message so appropriately engaging that people passed it on all by themselves?
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