But some donors and foundations are becoming wary of ads that play on fear. She also suggested that some of the social-norms strategy be incorporated into the design. The final version takes on a lighter tone but still lays out the negative consequences of heavy drinking, Mr. MacCarthy says. The ad encourages parents to talk to their children about drinking, and refers them to a World-Wide Web site for further information. The newspapers run the ads at no charge, but only when space is available.
Critics say the ads, like so many others, rely too heavily on fear.
The facts are harsh and they're uncomfortable, but they're things you end up having to deal with. Indeed, critics say that the social-norms campaigns, which feature positive statistics and smiling faces, gloss over the harsh realities of alcohol abuse. Twilight Seward, a sophomore at Boston University, says one of the less graphic Party Smart posters in her dormitory grabbed her attention right away. It puts the viewer in the vantage point of a drunken student facing several classmates who are laughing and pointing at the sight. The way the picture was taken, it brings more of a realistic perception to drinking.