I’m not sure what you would call this thing. Is it a poster? A cut-out? A kiosk? Whatever it is, environmental communications professionals should imitate it. Behavioral and market research suggests that this advertisement (snapped on the cell phone in a movie theater lobby) has a simple and well chosen message — everybody else is doing the right thing, so should you. I bet this poster is more persuasive than pictures of accident victims on the hood of a wrecked vehicle.

Also, it is 100% message method compliant!

• Step One: Begin with Behavior. Check — wear your seatbelt.
• Step Two: Find Foolproof Photos. Check — there she is, wearing her seatbelt. And you can see her face.
• Step Three: Swap the Shoptalk. Check – no traffic industry jargon anywhere.
• Step Four: Insert the Words That Work. Check. I’m giving them credit for “doing your part” (because the slogan “everybody’s doing it”) and “law” (because they use “enforcement”)

Good job!

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