17 Strange Public Safety Campaigns That Didn’t Age Well
Here are 17 public safety campaigns that meant well but ended up raising eyebrows for all the wrong reasons.
- Daisy Montero
- 4 min read
Public safety campaigns aim to inform and protect, but sometimes, their messages backfire, leading to unintended consequences. While some garnered attention, they also faced backlash for their approach. This list explores how these campaigns unfolded and the lessons learned from their missteps.
1. Autralia’s Grim Reaper AIDS Campaign (1987)
Lorc on Wikimedia Commons
In an attempt to raise awareness about AIDS, Australia released a chilling ad featuring the Grim Reaper bowling over people, symbolizing the indiscriminate nature of the disease. While it captured attention, it also instilled fear and inadvertently stigmatized the LGBTQ+ community.
2. UK’s #KnifeFree Chicken Box Campaign (2019)
cottonbro studio on Pexels
The UK Home Office distributed #KnifeFree messages on fried chicken boxes to deter youth knife crime. Critics labeled it as racially insensitive, arguing it stereotyped Black communities and trivialized a serious issue.
3. South Dakota’s “Don’t Jerk and Drive” Campaign (2014)
The Office of the President of Indonesia on Wikimedia Commons
This campaign’s double entendre, intended to prevent overcorrection on icy roads, drew criticism for its suggestive language. Despite its intent, the message was overshadowed by public amusement and offense.
4. London’s “See Their Side” Road Safety Campaign (2021)
Funky MojoJojo on Pexels
Transport for London’s campaign promoting empathy between drivers and cyclists faced backlash for perceived victim-blaming. Cyclists argued it downplayed driver responsibility in accidents.
5. “Don’t Be a Dummy” Seatbelt Campaign (1990s)
John Suits on Wikimedia Commons
Featuring crash test dummies, this campaign aimed to promote seatbelt use. While memorable, some found the approach too humorous for a serious topic, potentially diluting the message’s impact.
6. UK’s “Catch It, Bin It, Kill It” Flu Campaign (2007)
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This hygiene campaign encouraged proper sneeze etiquette to prevent the spread of the flu. However, some criticized it for being overly simplistic and patronizing, questioning its effectiveness.
7. McGruff the Crime Dog Campaign (1980s)
U.S. Air Force photo by Senior Airman Jennifer Zima on Wikimedia Commons
McGruff became an iconic figure in crime prevention. Yet, over time, the character’s impact waned, with some viewing it as outdated and less effective in modern crime awareness efforts.
8. USA’s “Click It or Ticket” Campaign (2002)
Coolcaesar at English Wikipedia on Wikimedia Commons
This campaign emphasized seatbelt enforcement through fines. While it led to increased seatbelt use, some criticized it for focusing on punishment rather than education.
9. “Shards O’ Glass” Anti-Tobacco Ad (2003)
Penubag on Wikimedia Commons
This ad, which is part of the Truth campaign, compares tobacco to a dangerous popsicle. While striking, some feel the metaphor is too extreme and confusing for younger audiences.
10. Lush’s “Spy Cops” Campaign (2018)
Apex Grid on Pexels
This campaign by cosmetics brand Lush highlighted undercover policing issues. However, it faced backlash for appearing anti-police, leading to public protests and store vandalism.
11. USA’s National Youth Anti-Drug Media Campaign (1998-2004)
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Despite a $1 billion investment, studies showed this campaign may have inadvertently increased marijuana use among teens by normalizing it through frequent exposure.
12. UK’s “Tiredness Can Kill” Road Signs (1990s)
David Dixon on Wikimedia Commons
Roadside signs warned drivers about the dangers of fatigue. While informative, some felt the message lacked actionable advice and only added to the stress on long drives.
13. Keith Haring’s “Crack Is Whack” Mural (1986)
Rob Bogaerts (Anefo) on Wikimedia Commons
This now-iconic mural was meant as a raw warning against crack cocaine. Though embraced by the art world, some early critics felt it glamorized the message through its vivid style.
14. “This Is Your Brain on Drugs” PSA (1987)
Remydiligent on Wikimedia Commons
The egg-frying metaphor was burned into pop culture as a symbol of anti-drug messaging. However, over time, critics mocked its oversimplified view and lack of real educational value.
15. “Tobacco Is Whacko If You’re a Teen” (1998)
Mostafameraji on Wikimedia Commons
This U.S. campaign tried to be relatable using slang, but it backfired. Teens found it cringeworthy and dismissive, and it was later abandoned.
16. UK’s “Stay Alert” COVID Messaging (2020)
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The switch from “Stay Home” to “Stay Alert” confused many during the pandemic. Critics said it was too vague and unclear, sparking widespread frustration.
17. “Keep It Real” Anti-Drug Campaign (2000s)
Faisalek on Wikimedia Commons
This campaign relied on flashy graphics and catchphrases to connect with teens. Instead, many found it patronizing and out of touch with real youth struggles.