Fragile Childhood Campaign Analysis

The health campaign I have chosen is a Finnish PSA meant to discourage alcohol abuse and/ or alcoholism in adults who serve as parents or guardians. The video opens with a montage of frightened and upset children looking at something in a distasteful manor. Then, in junction with a blast of jarring music, the camera focuses on an unsettling monster sitting across from a little girl. This is when the video flashes from child to child showing them with creepy, disturbing, or scary adults dressed as things such as the grim reaper, a dirty clown, a zombie, an angry Santa, and so forth. As the video comes to close, a caption asks the question “how do our children see us when we’ve been drinking”? The collective point of these images being that when you drink, your children see you as scary, threatening, and dangerous, and therefor encourages the intended viewers to cease their alcoholic tendencies for the betterment of their families. I feel this particular campaign does a wonderful job of using unsettling images to get their …show more content…
Our textbook describes the transtheoretical model as the processes of moving from “thinking about a problem to changing our behavior” (Du Pre, p. 338) and explains the five crucial steps of this model. Fragile Childhood is most likely targeting those who are in the “contemplation” or “preparation” stages. This can be seen in the fact that the video targets those who are drinking and are aware that they have a problem but are not actively trying to solve it, or those who know they have a problem and are deciding on whether or not they will actively change. The ad is not very accessible to those who are unaware of the problem, as the ad contains no facts, those who are currently making a change, or are trying to maintain a healthy behavior as there is no positive