Shock Tactics In Public Service Announcements: Over The Top Or A Necessity?

(Warning: Strong/graphic content)

From 1998 to 2003, a public information film (or a public service announcement in the United States) entitled Julie, better known as Julie Knew Her Killer, ran on British television, the content of which pertained to the importance of wearing a seatbelt while sitting in the rear of a car. As part of the THINK! campaign, a brainchild of the Department for Transport, Julie was so effective in its pursuit of road safety awareness that it began to be shown in countries such as Germany, France and Australia.

Considered one of the hardest-hitting safety adverts of the “last 30 years”, it is estimated that Julie has increased the use of rear seatbelts in the UK by 11%, whereby saving an average of 18 lives per annum.