Apparently 41% of homes still have the government's Swine Flu leaflet, four months after receiving it. These eye-watering statistics (brought courtesy of CCB Fast.MAP, a survey of 983 UK-profiled adults) show just what is possible when the consumer gets sufficiently motivated. It's only a shame that we have to feel something is life-threatening before we sit up and take notice. Maybe it's time for a more hard-nosed approach to copywriting - we've all heard of the success of the 'Buy IBM and keep your job' campaign (and anyone remember the "B.O." ads for Lifebuoy?) - what with all the gloom and doom around right now, the climate is perfect for the introduction of a pinch of fear into marketing communications. For instance: 'Look like a prune... or buy our anti-wrinkle cream.' '99% of victims survive train crashes.' 'Get a TV licence or we'll kill you'.... oh, no - they already do that one.
