Carl Bialik, for The Wall Street Journal, reports on PSAs and the use of scary numbers:
The Ad Council usually avoids statistics in PSAs. “We know from our experience that effective advertising has to have an emotional component and statistics-based campaigns can be very rational,” Conlon said. “We’ve also found that people tend not to believe statistics.”
And sometimes they just don’t care much about them. “When we were developing our underage drinking prevention campaign,” Conlon recalled, “we found that it doesn’t resonate with parents to learn about how many children are drinking underage. It’s too easy for them to say ‘it’s not my child.’ We found that it was much more compelling to include a statistic that was more about the consequences of underage drinking: Those who start drinking before age 15 are six times more likely to have alcohol problems as adults than those who start drinking at age 21 or older.”
The well-known Stalin quote comes to mind.