When you walk into Hungry Jacks, or McDonalds, or Kentucky Fried Chicken, and order your Whopper Value Meal, Big Mac Value Meal, or Ultimate Burger Meal, what does 1430kj, 2590kj and 3800kj (approx.) mean to you? Probably not very much.
But, instead of esoteric energy counts, what if you were confronted with something more comprehensible, like 75 minutes of sprinting (Medium Whopper Value Meal), or a 2 hour game of squash (Large Big Mac Value Meal), or, perhaps 5 hours of fast swimming (Ultimate Burger Meal)? Would you think again about buying all that food?
I think you would.
On New Years day, as the Victorian and Northern Territory governments followed NSW, WA and the ACT by implementing laws preventing cigarettes from being put on display to the public, the Australian Medical Association called for a $25 million TV and newspaper advertising campaign showing “damaged vital organs or people drinking liquefied body fat” to shock Australians into giving up junk food and sugary soft drinks. The good doctors based their call upon a belief that the fear-based advertising campaigns used by the TAC (in Victoria) and Quit have been effective in changing behaviour around driving and smoking.
An advertisement created by The Precinct studio highlights the debate about whether shock ads actually change behaviour. The viral execution features a mother preparing to inject her son with heroin before the scene changes to show him eating a hamburger.
The caption reads: ''You wouldn't inject your children with junk so why are you feeding it to them?''