Publicity via controversy: Kick-Ass vs VicRoads

This week has seen a couple of examples of organisations generating publicity via controversy. Sometimes controversy works as a publicity tool and other times – one has to question whether it risks diluting or obscuring the real message. For the promoters of the film Kick-Ass, upsetting groups like ‘Focus on Family‘ is probably great publicity. When your target audience is 16-24 year olds, having religious groups fulminating in a tabloid news story about the violence and lewdness of your film seems like a win. Perhaps the main complaint of the Kick-Ass promoters would be that the controversy seems to have died down too quickly. Meanwhile, VicRoads looks to have generated more controversy than it originally intended with a series of YouTube videos targeted at young […]