A controversial video for a pressure group hoping to raise awareness about climate change has achieved exactly what it set out to do. The press have had a field day with the clip which has more exploding children in it. This seems to be the shock tactic of the moment. (see MIA post)
They have apologised and removed the video from their web-site but the damage has been done and their goal has been achieved. Viral marketing works on the basis that people will pass things on through social networking and people will search this video out. They have succeeding in putting their cause on the agenda as the event approaches.
The question is how will audiences recieve this media text ? Will they be outraged or will they feel that the message is so important that it justifies the content ?
Compare coverage of the video in the Telegraph and the Guardian. What does this tell you about the audiences for those papers ? How do you think schoolchildren will react as opposed to parents ?
Read the comments on the Guardian blog to see if the stunt has worked and to see how it has been received by a range of people.
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