Today I finally remembered to have a squiz at Wenming 30 Seconds, a website that showcases all the public welfare advertising that is shown before and after the nightly news bulletin on BTV. The ads come in the form of cartoons and promote a wenming society. Wenming means civilised and it is often the catchphrase used by the media and government when urging people ‘to do the right thing’. Some of the cartoons on the website promote things such as not putting rubbish into flowerpots, being careful when opening the car door and not exceeding a truck’s maximum load.
Picture from Wenming 30 Seconds
According to the website’s introduction, a large number of viewers who watch the cartoons are children, thus explaining the cartoon-style of the advertising. This fact, however, raises some questions about the effectiveness of the cartoons. The cartoons are aired just before the nightly news bulletin, but how many children actually sit down and actually watch a news bulletin that is boring and full of propaganda? (No offence Wang Qishan.) Also, some of the content doesn’t really apply to children. For example, how many children need to worry about overloading their truck? And why is the idea of ‘unity is strength’ used in a public welfare advertisement?
Despite children being listed as the main target, I can’t help believe that the advertisements are also intended for the public at large, especially members of the public who drive overloaded trucks and throw cigarette butts in every direction but the bin. If this is the case, then the advertisements are quite disappointing and lack effectiveness. After growing up in Australia, I have witnessed firsthand the power of strong public welfare advertising. ‘Do the right thing’ and ‘slip, slop, slap’ have all been etched onto my memory after campaigns raised awareness about littering and the need to apply sunscreen when outdoors. I am well aware about the repercussions of smoking after the ‘every cigarette is doing you damage’ campaign featured pictures of lungs filled with tar. Without doubt, there is a need in every country to have public welfare advertising.
Picture from Wenming 30 Seconds. The slogan at the bottom says 'Environmental protection is derived from small things'
There are some serious problems in China regarding public awareness about things such as drink driving, smoking, littering and spitting in public. From January to September 2006, car accidents killed 65,287 people. My gut feeling is that most of these accidents were avoidable. In my opinion, speeding and drink driving are tolerated in China. Some of the Wenming 30 Seconds advertisements will probably attempt to raise awareness in such areas. I believe, however, that a public welfare advertisement presented in cartoon form does not fully convey the seriousness of such problems. Cartoon advertisements may even worsen the problem because they make speeding and hitting old pedestrians seem like a joke. It is time to take off the kitten gloves and start to show people what really happens when a car accident occurs.
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