And it’s on the back of a bus for heaven’s sake so it’ll only get to one or two people at a time. But if you’re behind the bus I bet you’ll see it, read it, and get the message unless you’re thick or insensitive. (I can’t believe I’ve just said that when I so often say you’ll never go broke underestimating the intelligence of your market!).

Ducklings are cute and cuddly and I reckon every one of us have loved and kept a special place in our hearts for them since we first met up with a couple at kindergarten! So they immediately attract your attention.

Then the message “Duck shooting destroys families” hits you almost instantly.

It takes a little time for the implication of that to sink in but it does (even if the bus is disappearing out of sight and you don’t have time to read the rest of the message!).

There’s a fair chance that the message “Duck shooting is bad!” is engraved on your mind and, unless you’re a shooter, you’ll probably support a ban.

The result… the advertisement has worked. A great mix of emotion and realism (heart and head).

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