Having Fun with Serious Issues
If you grew up during the 1970s and '80s, or you have children who did, we'll bet you can recite entire verses from Schoolhouse Rock classics like "Three Is a Magic Number," "Lolly, Lolly, Lolly, Get Your Adverbs Here" and "I'm Just a Bill." The genius of the animated public service announcements was using music to transform relatively dry material—grammar, math, politics—into easily accessible concepts kids actually wanted to watch. Admit it: You had a favorite.
So it seems a smart move that the Consumers Union borrowed a page from Schoolhouse Rock in producing this video, which illustrates what it considers lax inspection standards for toys imported into the United States; namely, that only 15 inspectors nationwide examine more than 15,000 products streaming through our ports.
The not-for-profit has packaged this compelling, but not inherently viral-worthy, information in an entertaining sing-along format that does a good job of spelling out the issue without getting nasty about it. "The song resists taking potshots at China, though it does show boats ferrying goods across the Pacific from that general direction," writes David Gianatasio at AdFreak. "[But] it's not like recent recalls have been over stuff from Crete."
Your Marketing Inspiration: With high production values and a general theme of fixing the problem, without assigning blame, this video shows how effective a lighthearted approach to a serious issue can be.
More Inspiration:
Drew McLellan: Peas on Earth?
Ted Mininni: Designing the Customer Experience
Ann Handley: Seth Godin's New Book (& New MarketingProfs Seminar!)
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