Shock tactics in ads

What are your thoughts on shock tactics used in ads? Do they help to achieve the companies objectives?

There are some really effective shock tactics in ads. The charity sector with the likes of NSPCC and the British Heart Foundation among others doing well, but there is an argument that such shock tactics can turn off supporters.

There might be an element of truth in that, shocking ads while impactful I don't think they always deliver in turns of getting people (in the case of charities at least) to donate.

 Some government campaigns on the other hands such as anti binge drinking and road safety are memorable and impactful for the right reasons and help get the message across.

Shock tactics can be very effective at raising awareness, increasing talkability of the issue and generating PR. However the problem, particularly in the health arena, is that as they are so shocking they can generate a "it won't happen to me" response.

So if you want to raise awareness then great, but if your objective is to change behaviour then you may want to consider an alternative approach.