Like any company that produces/consults on a lot of corporate events, we end up traveling frequently. The one thing we hear on every flight is that take-off safety message. Fasten your safety belts by clicking the buckle and tighten so it sits...blah, blah, blah... Most frequent fliers don't pay attention to these messages anymore. Heck, some sometimes-fliers tune out.
But this messaging is VERY important and could save a passenger's life in the event of an emergency. So what's an airline to do? Add in humor.
Delta put out two new safety videos:
The thing that's so strikingly good about these videos? They take their message seriously but they don't take themselves seriously. They know that people are tuning them out, but their message is critical, so they add moments of novelty and absurdity. These little "bonus" additions give the viewer something to focus on. It refreshes their attention and makes them look forward to the next moment of novelty or delight.
We hear a lot of companies say that their message is SO important that to have fun with it would diminish its seriousness. Well, what's more important than safety information in the event of a life-threatening situation? The fun doesn't diminish the message. The point is this: No matter how serious your subject, if your audience is tuning it out, it isn't going to be heard and remembered. Therefore it pays to have a little fun with it.
We here at Live Spark have flown hundreds and thousands of times. We've HEARD these pre-flight messages before. And yet we all watched these videos all the way through...twice.