Halloween (Burns & Smiles PSA)

Go to the street with burned face. I can’t image that how hard it is. Even I feel uncomfortable when I go to the street without make-up. Most of the girls in Asia (Taiwan, Japan, and Korea), make up before we go out. It is our daily life. In some jobs, make-up before go to work is a basic requirement, what’s more, in some occasions, the woman without make-up will be considered impolite. Our society attaches importance to how we look like. It makes so hard for the burned victims to go to the street, to face the people.

In 2015, there was a serious accident happened in Taiwan: 2015 New Taipei water park explosion. It caused 15 of the 497 injured had died. After 4 years, some of the burned victim stood out for burned victim, trying to help the people who have same experience as them. Such as Chen Ning (transliteration), she wrote a book: 15 degrees of bravery: 900 days of confession of a burned girl. And Zhang Tingyu (transliteration), we called her” Dragon tattoo girl”, to describe the scar on her body.

Zhang Tingyu (Dragon Tatoo Girl)

“Judging is preventing us from understanding a new truth. Free yourself from the rules of old judgments and create the space for new understanding.” Steve Maraboli

Let’s look at the commercial.

This is a true story. It is a commercial, also a documentary. At beginning, he spoke to sentences to inspire our curiosity. “Tonight is my night” and “I’ve been waiting for this all year.” A good advertisement is also a good story. Only a good story can inspire people, and also make people accept the ideal that we want to deliver.

However, even in Halloween night, he still said: “Hope I don’t scare them off.” He knew this night was his night, he still didn’t have enough confident to face people. From here, we can see his feeling of he was so worry about himself would scare people off.

The video comes to a climax when he went to the amusement park. This part emphasizes his happiness. The more he feels happy the stronger he feels lonely when the night was ended. It success evoked the empathy. Especially the sentence “next year”, it emphasizes the sorrow of the burned victim.

In the last footage, it shows “join us on burns-and-smiles.org ” that is a classic CTA. (Call To Action). But only a name shows on is not enough. People have to spend time to remember the name of the organization, type the name and search it. There are too many actions that we have to do. It will prevent people from search the information. It has to be as easy as possible. Maybe a QR cord, or even a link, it will be match easier to encourage people to visit your website.

All in all, this is a good commercial to inspire us. All of us can help the burned victim walk to the street, not only once a year.

I'm very well hearing from you if you have any idea about my commercial comment. 

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