When we look at the latest trends in safety instructions, we are more in Hollywood than in the world of informing passengers how to behave in case of problems.
Safety instructions that miss the mark
Why ?
Because these videos used to be boring and making them more glamorous, fun, attractive helps to make the passenger pay attention.
Then because in the era of social networks and Youtube a beautiful video that goes viral is an almost free communication campaign!
But I find that all this ends up being counterproductive. If I take the latest Turkish Airlines video, the first reflex is to say to myself “great job, that’s great”. So much for attractiveness. But the real question should be ” have I retained anything from it?”. And there the answer is “no!”.
Safety instructions that do not deliver their primary message
The video is composed of too many scenes that follow one another, too many dialogues from the characters: at the end we didn’t remember anything. Worse, when you don’t speak Turkish you don’t even get to the end. Indeed the video is long (nearly 4m30), it is broadcasted once in Turkish and once in English. The passenger who does not speak Turkish will see the first broadcast with the images but without understanding the words and when the video is then broadcast in English he will give up in the course of saying to himself ” it’s long and I’ve already seen it”.
Japan Airlines puts “real life” first
Japan Airlines has worked with safety professionals (and not only marketing professionals) to make a video that points out the most frequent problems actually encountered on board and focuses on the heart of the message.
What about you? Which approach do you prefer?
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