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Two-sided messages: they sound stupid. And they work.
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Imagine you run a public transport operator and the World is going through a nasty pandemic.
What would you do to keep travelers safe in spaces where ventilation is limited?
What would you do to keep travelers safe in spaces where ventilation is limited?
Västtrafik ( @vasttrafik) is a public transport operator in Western Sweden and they had to deal with this dilemma in 2020.
Every day, over 400 000 people travel with their buses, boats, trains and trams.
But because of the COVID-19 pandemic Västtrafik realized that they had to do something to promote social distancing.
But because of the COVID-19 pandemic Västtrafik realized that they had to do something to promote social distancing.
So they asked ad agency Forsman & Bodenfors ( @ForsBodenfors) to help come up with a solution.
Forsman & Bodenfors then uncovered a fascinating insight.
People on a crowded train or bus would often take up an extra seat with their bags while others stand.
This happened a lot during pre-pandemic times.
People on a crowded train or bus would often take up an extra seat with their bags while others stand.
This happened a lot during pre-pandemic times.
This was classic douchebag behavior. But now that we're in the middle of a global pandemic, if you do this it's actually an act of care.
So they came up with a simple yet "Holy shit, that's brilliant" solution: a campaign called "No Douche Bags".
The “No Douche bag” is a tote bag that comes in bright yellow and red with a stripped pattern that looks like barricade tape.
The “No Douche bag” is a tote bag that comes in bright yellow and red with a stripped pattern that looks like barricade tape.
So Västtrafik hands out 1,000 free tote bags to remind travelers to keep their distance.
I'm telling you about this campaign because it uses a classic persuasion trick: two-sided messages.
Most marketers are scared of admitting the flaws of their products.
In theory this makes sense. After all, they're trying to persuade consumers to buy something. So why would they mention the negatives? It sounds stupid.
In theory this makes sense. After all, they're trying to persuade consumers to buy something. So why would they mention the negatives? It sounds stupid.
But surprise, surprise. Research shows that it's more persuasive to present positive and negative information (Rucker, Petty, & Brinol, 2008).
Because it makes people perceive your message as more credible and rational.
Because it makes people perceive your message as more credible and rational.
Takeaways for your business:
1/ Two-sided messages also help your brand take advantage of the spotlight effect.
1/ Two-sided messages also help your brand take advantage of the spotlight effect.
2/ Two-sided advertising messages are generally more credible than one-sided messages.
3/ Here's another great example of how a brand can present a two-sided message in a persuasive way:
Canadian Cough syrup brand Buckley's advertising "It tastes awful. And it works.”
Canadian Cough syrup brand Buckley's advertising "It tastes awful. And it works.”
And thanks for reading. 
If you enjoyed reading this story, maybe, just maybe, you might also enjoy my newsletter: https://creativesamba.substack.com/
Every week I share stories like this. Always packed with actionable insights about copywriting, marketing and how the human mind works.
If you enjoyed reading this story, maybe, just maybe, you might also enjoy my newsletter: https://creativesamba.substack.com/
Every week I share stories like this. Always packed with actionable insights about copywriting, marketing and how the human mind works.
