Wednesday, July 03, 2013

i like big butts and I cannot lie

The City of Sydney has unveiled a large cigarette-filled 'Yuk' sculpture/installation in Hyde Park that aims to get draw some attention to the issue of fag ends littering the park and other areas of the street.

So reports Campaign Brief.

The conventional approach is enforcement through bans and fines but this activation uses emotional triggers; firstly the installation is novel and surprising enough that you may want to have a closer look and then, of course you have another gut reaction (disgust) upon closer inspection.

How long before a hedonic adaptation kicks in (ie the novelty wears off) remains to be seen, but an interesting tactic none the less.

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